Future fashion through a fashion blogger`s eyes: a short compendium of en-vogue companies

Written by | Fashion Business

Under the light of the past years` events, I can draw a conclusion that is generally admittable: the fashion sphere has become a world where talent is just not enough to drive up new trends. When bombarded day-by-day with societal and environmental realities, as well as with movements that promote expressionism through the means of appearance, I am myself more drawn towards following trends of brands that promote ethical practices, contribute to a more sustainable way of living and are laid in the realness of today’s world. Time is precious so I will cut it short; down below are three cases of personalities and fashion companies worth keeping a close eye on during the following months: 

1.Stella McCartney and Chloe:

Image result for stella mccartney chloesource: W Magazine

Having taken over Chloe, from Karl Lagerfeld, in 1997 until 2001, McCartney, even before signing the deal with the brand, imposed some strict rules: no fur, no leather. Ever. As raising animals is one of the most destructive activities for the environments, involving massive deforested areas, gigantic amounts of water and atrocious cruelty, environmental activists have developed a true movement against using such products of animals origin. And Stella McCartney has been ahead of the game ever since she went fully environmental-friendly with her fashion approach. Now leading her namesake brand, McCartney has been pushing the change even more forwards by eliminating PVC (polyvinyl chloride) from her brand. This material is one of the most used plastics of today that contributes the most to intoxicating the planet and is still used in most of the fashion. Once again, the designer is stepping up the gamed proves that future fashion is not only about the cuts and the designs, but more about the quality of the practices and materials. 

2. Rihanna and SavagexFenty

Image result for savage x fenty

source: Elite Daily

Last week Rihanna revolutionised the fashion industry once again, by launching her Savage lingerie line, which touches very hard on inclusivity, in a domain where, for decades, only thin and tall models have been promoted. In the light of Victoria`s Secret decadence, due to falling back behind the societal changes regarding more inclusivity of curvy and transgender models, Rihanna comes with a fresh approach on lingerie and redefines the sexy woman, as one being confident and beautiful no matter what shape, height or skin colour she has. 

3. Gucci and Prada

Image result for gucci econyl

Source: Econyl

Luxury fashion has known for being too over consumptive and not enough environmentally oriented, but the move that both Gucci and Prada have made towards embracing newer and more noble materials is notable. Econyl is a fabric that the aforementioned fashion houses have adopted more and more into the creation of their garments, that resembles nylon in both its likeness and quality. This synthetic fibre determines reduction in CO2 emissions due to its quality of being broken down multiple times and recycled repeatedly. Its manufacturing process involves gathering plastic waste, fabric pieces as well as fish nets and Prada is now on its way of replacing all its nylon garments with Econyl ones, by 2021. Burberry and Gucci outerwear clothing have started to feature this fabric more as well, as the material starts to be embraced on a larger scale by luxury fashion conglomerates.  

Fashion is on an upwards slope of becoming a more influential tool of shaping the society and this is starting to be noticed in the way brands react to social criticism and issues. Whereas tastes and likes are always to be discussed and are prone to subjectivism, one fundamental criteria of following one trend over another should be the impact they have on the development of our society as a whole. Quality and uniqueness, after all, do not necessarily stop at the garment only, but should also have impacts on the environment of a certain fashion business. 

Last modified: October 4, 2019

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