MIUSE: ISSUE 1

Author: Bethany Crowley Page 16
Generically, the industry is based on a linear model
in which clothing is just neglected and thrown away
when no longer desired – clothes are viewed as
dispensable and the vast majority end up in landfill
or are incinerated. Circular fashion is an example of
an economic system where waste and pollution are
excluded; with materials and garments being kept
going for as long as possible via the basis of renting,
repairing, re-selling, swapping, re-using, re-generating,
recycling or even re-designing. According to Stella
McCartney, (a luxury fashion designer who strongly
advocates for a more sustainable industry) “The
Future of Fashion Is Circular, It Has to be.” Designers
like McCartney who are enabling and supporting this
new ecosystem are the ones really making a difference
within the industry, alongside the consumers who are
actively supporting it.
Many consumers are really starting to jump on the
idea of renting clothing – of which is a characteristic
of the concept of circular fashion – it’s really beginning
to see a rise in popularity – enhanced through social
media, the notion is growing and rising up amongst
consumers who are searching for ways to be more
conscious in their shopping traits and habits. The
rental market is now able to supply consumers with a
substantial variety of clothes all the while reducing the
regard for newly produced garments. No longer is it that
rental models are only out to provide for your special
occasions as in weddings, job interviews or other
formal events; it has evolved into something much
more – targeting the customer who wants every-day
wear as well as special occasion attire. It has expanded
and become so extensive that it is far more appealing
to the conscious consumer in today’s industry.
The prestigious US company Rent-The-Runway
founded back in 2009 really seems to pave the way
for rental fashion, offering a monthly membership from
as little as $69 (£55), exhibiting a large array of clothing
courtesy of many sectors from the industry. Increasing
in popularity since 2009 Jennifer Hyman and Jennifer
Fleiss who studied at Harvard Business School together
set out to establish a much more sustainable approach
to fashion in which women could switch up their
wardrobe on a regular basis without enhancing the
negative effects of linear fashion. And the enterprise
has just continued to advance; as stated by Business
Of Fashion (2020) Rent-The Runway has “acquired
over 10 million members and raised more funding than
any other female-led venture-backed business in the
United States.”This is only one example of the surge
in demand for online rental platforms, there are many
other rental clothing websites of which are based in the
UK such as Our Closet, My Wardrobe HQ, Girl Meets
Dress and Frontrow. The idea of renting clothes strongly
ties in with the scheme of a circular fashion economy.
Promoting it through reducing waste and resources,
as well as limiting the amount of pollution being
produced - improving the state of both the industry
and environment. In some cases, it’s the consumers
who are beginning to contribute to the escalation of
change in terms of desiring more sustainable outlooks
and approaches, such as rental platforms. This stems
from the increased awareness surrounding climate
change being induced via social media, campaigns,
political movements etc. Along with the knowledge
being sprawled on how fashion has a responsibility
to play and the industry is partially to blame for the
diminishing of the earth’s well-being. Accompanying
all of this, customers are starting to wake up and
therefore, opting for much less consumption, holding
a desire for more conscious ways of shopping –
again, rental platforms often being one of them.
A circular economy is actually what the fashion
industry needs – one in which little to no resources are
required and waste and pollution are cut out, of course,
it is imperative that both designers and consumers are
truly aware that the industry must continue to shift
towards a more sustainable future, and they need
to be a part of it. According to SustainYourStyle “A
family in the western world throws away an average
of 30 kg of clothing each year. Only 15% is recycled
or donated, and the rest goes directly to the landfill
or is incinerated.” This goes to show that there is still
a long way to go when it comes to educating and
notifying consumers about wastage and how truly
toxic it is – incineration of clothing lets out unhealthy
amounts of CO2 into the earth’s atmosphere as well
as microplastics from synthetics, as I’m sure you
can guess - all of this is highly harmful to the earth
along with its inhabitants. Yes, some consumers are
jumping on the idea of sustainable fashion but there
is still a long way to go to get everyone educated
and onboard regarding the sustainability landscape.
So, personally, when you no longer require an item of
clothing in your wardrobe it’s important to slow down
and think about how you can support circular fashion
and work towards shifting the industry for the better
– can you: re-sell it, recycle it or rejuvenate it into
something new? It’s about shifting our perception to
a much more sustainable conception of fashion – let’s
prune back our waste and start being more thoughtful
when it comes to our shopping habits. Why not invest
in a subscription to a rental platform if you have a
regular urge to purchase something new? Or buy
something second hand – there are so many positive
ways to contribute to the eco-system of circular
fashion. Plus, it’s fully crucial and necessary that we as
the consumers adopt these new ways of shopping and
view fashion in a more sustainable, ethical manner –
it’s our responsibility to protect where we live, after all.