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haute couture post pandemic

It’s been almost two years since the global pandemic started and the fashion industry is waking up to a terrible hangover.  The realization in the form of a cocktail of over production and consumerism which continues to lead to not only mountains of waste but also human rights violations across its supply chains.

In a recent interview Balenciaga’s creative director Demna Gvasalia who showed his first haute couture collection this year said this, “haute couture is the most sustainable way to consume due to the fact that it is made to measure, you only produce what somebody orders”.

Balenciaga is the crown jewel of the fashion conglomerate Kering, bringing in 2 billion euros in sales this year. Gvasalia said that the pandemic made him take a look at his role in what the very industry he is a part of is doing to the planet.  The pandemic has underlined the need for evolution into a more resilient and sustainable fashion industry.

The fashion pact

Gvasalia is sitting in the right place because just two years ago Kering Chairman and CEO, François-Henri Pinault with a nudge from the French government was tasked with putting together a global coalition of companies in the fashion and textile industry called The Fashion Pact.  The “pact” publicly made a commitment during the G7 Summit which took place in Biarritz, France towards environmental goals in three areas: stopping global warming, restoring biodiversity, and protecting the oceans.

As I have stated in previous blog posts the scale of the issue is so vast and complex that not one company nor one part of the industry can go at it alone.  The industry must act as a collective, hence The Fashion Pact.  There are about 70 companies in the industry who have already signed up including brands like the Gap, Chanel, Stella McCartney, Adidas to name a few.  Today the coalition has set 7 targets, are monitoring their performance on their digital platform, and reporting on their progress.

News of the Fashion Pact has been met with skepticism.  Many detractors are saying that it simply is not enough when you look at how rapidly the earth’s natural resources are depleting toppled with the speed at which the industry’s waste is mounting.  It is true on one hand however we have to start somewhere and if this is how, then personally speaking, I’ll take it.  The fashion industry has always operated in an “every man for himself” way that this truly feels like a miracle.  If these companies manage to use their influence and resources to accelerate innovation, bring more transparency and bridge the gap of expertise this could be, all though be it small, a start to something bigger.  It is about time that the industry started taking concrete, real responsibility to drive change and once and for all start curing this hangover.

SEPTEMBER 2023 UPDATE!

Selfridges and Hermès announced their departure from the Fashion Pact. Despite a grand unveiling and support from global leaders, the project has faced challenges in making significant progress. After four years, the Fashion Pact still lingers in the pilot project phase, slow on delivering substantial results. The departure of Selfridges and Hermès, two highly influential brands, represents a setback for the initiative, underscoring the need for accelerated action and tangible outcomes. The Pact must now confront the realities that have hindered its progress so far and mobilize the remaining members to drive real change within the industry.

Follow the initiative

THE FASHION PACT

WHERE TO READ

The progress report -THE FIRST STEPS TO TRANSFROM OUR INDUSTRY

Do you think the fashion Industry is doing enough to combat waste and over consumption?

Did you see Balenciaga’s latest Haute Couture show, if so what did you think of it? Share in the comments!

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