Planet Blog

The fashion industry requires an immediate and fundamental paradigm shift to demonstrate a clear commitment to respecting and caring for people and the earth in the face of the current climate emergency (Condenast,2020). The planet pillar is introduced as a fundamental section of the Fashion Business School; it calls attention to the importance of developing an industry in which our planet flourishes. Finding ways to produce and fuel the creative process while avoiding harm to the environment truly underlines what sustainability means in relation to the fashion industry. 

Circular economy is a key point for a sustainable future, it refers to an alternative to the traditional linear economy in which the resources are kept in use for as long as possible. More specifically circularity in fashion highlights getting the most out of resources as well as recovering and regenerating products and materials at the end of product life. In 2023, Strübel et al. conducted research to determine whether the COVID-19 pandemic had affected societal attitudes towards sustainable fashion, whether it could inspire long-term sustainable consumption patterns, and whether positive psychology might be relevant to that (Strübel, 2023). Positive psychology is known as the study of the circumstances and mechanisms that promote the flourishing or ideal operation of individuals, communities, and organizations (Gable,2005). Thus through this study, we can recognize the possible benefits of positive psychology-based marketing in fashion and how this could lead to an increased want for a sustainable and long-lasting industry accentuating circular economy principles. 

An important part of sustainability in every field are the UN’s SDGs, they highlight wanted goals for 2030 to better the environmental, political and economic aspect of our society. One specific goal that has relevance and impact on the industry is goal 13 “Climate Action”. The United Nations Framework Convention on Climate Change (UNFCCC) (1992) defines “Climate Change” as changes in climate that are directly or indirectly attributable to human activity that alters the composition of the global atmosphere and that are in addition to natural climate variability observed over comparable time periods (Campbell,2018). A study done by Jacometti in 2019 investigated existing EU policies that have an impact on the fashion industry’s adoption of sustainable practices and the shift to a circular economy. They observed the main problems highlighted energy, water, soil consumption and the use of biocides created by the usage of non-renewable resources resulting in increased CO2 emissions (Jacometti,2019). Concluding the very real impact the fashion industry has on the environment, steps are being taken to improve the industry’s impact but can we imagine a future where the fashion industry and a flourishing planet can co-exist? 

References 

Campbell, B. M., Hansen, J., Rioux, J., Stirling, C. M., & Twomlow, S. (2018). Urgent action to combat climate change and its impacts (SDG 13): transforming agriculture and food systems. Current opinion in environmental sustainability, 34, 13-20.

Condenast.com. 2020. Condé Nast Launches The Sustainable Fashion Glossary.

Gable, S. L., & Haidt, J. (2005). What (and why) is positive psychology?. Review of general psychology, 9(2), 103-110.

Jacometti, V. (2019). Circular economy and waste in the fashion industry. Laws, 8(4), 27.

Strübel, J., Goswami, S., Kang, J. H., & Leger, R. (2023). Improving Society and the Planet: Sustainability and Fashion Post-Pandemic. Sustainability, 15(17), 12846.