Outside accreditation from an independent company that verifies a fashion brand’s claims is also vital stage to deflect greenwashing. Is the company a B corp? Does it reach GOTS (Global Organic Textile Standard) or use BCI cotton (the Better Cotton Initiative.) Is it Fair Trade? These organisations go some way to substantiating a company’s ethical and sustainable claims.
Fashion is visual. We see it, we like it, we want it, we got it. And that aesthetic pull means that we don’t always delve as deeply as we should. Big fast fashion brands follow a model of growth and push for ever bigger profits so investigate brands that are working towards de-growth. The industry needs to make less clothes, better clothes, so always shop with Vivienne Westwood’s mantra in mind, “Buy Less, Choose Well, Make It Last.”
Look at the label or check the description online. What is the fabric content? If there is only 2% recycled materials listed, consider whether that really is good enough for the planet.
Likewise, get to know what materials are being used to create the clothes. Many brands are using recycled plastic bottles to create fabrics but using plastic bottles as a resource diverts the plastic from being recycled into actual bottles (meaning more virgin plastic needs to be made.) One plastic bottle could be made into a new plastic bottle up to ten times, but if the bottles have been recycled into a garment, that resource is taken out of the circular recycling system.
What does sustainable fashion mean?
When the fashion industry is designed to constantly create newness, how can it ever be sustainable? Perhaps reframing our thinking and focusing on purchases that will be sustainable for us would be a wiser option. Likewise, bringing focus onto the brands that are doing better in all areas is a more positive move that we are 100% here for.
While GLAMOUR has always championed the concept of ‘one small change’, when this is the only effort a brand makes in regards to sustainability it is simply not enough.
Fashion brands were making one tiny change, patting themselves on the back for being sustainable saviours but carrying on with damaging practises in every other area. Now the EU laws aim to change this.
We’re still committed to serious sustainability, and will avoid publicising collections that could be seen to involve greenwashing. We love fashion and stopping shopping is not a viable solution. We are on a steep learning curve when it comes to helping the planet – but right now, this seems like the best way to make a difference.
Armed with the knowledge that you need to ask questions, add a dose of cynicism to your shopping and never believe everything you’re sold. With the new legislation incoming, it should be easier to call out and avoid greenwashing in fashion. And we pledge to be right there with you.
For more from Glamour UK Fashion Director at large Alex Fullerton, follow her on Instagram @alexandrafullerton.