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Tuula Vintage

Get inspired by the enchanting Tuula Vintage collection, where English captions meet Pinterest's friendly vibes.

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The Slow Fashion Movement - WEEK 7

In today’s post I'm going to be discussing fashion! The fashion industry is faced paced and always has new trends and emerging styles. I know I love to keep up with the latest fashion trends and social media helps me do that, especially through instagram. ‘Fast fashion’ is influencing how people produce and consume fashion these days as everyone is seeking for the cheapest, hottest trends. However there is a current global market that is growing a trend towards ‘slow fashion’ which focuses on quality and sustainability of fashion. 

‘Fast fashion’ has caused overconsumption and for consumers to buy more clothes than they need. This just leads to fashion waste and has an impact on social and environmental standards. “Over the past decade, companies have realised that sustainablity and ethical conduct have become to matter in fashion” (Moisander and Personen 2019). Nowadays fashion is very contradictory, as people say they believe in sustainability however continue to purchase inexpensive fashions. In the last few years ethical fashion/sustainable fashion has been a popular topic in the media. This has encouraged the growth of the ‘slow-fashion movement. Slow fashion involves the concepts of fast fashion, social responsibility, sustainability and transparency within the fashion system. “Fashion that is not time based, but is about producing, designing and consuming better” (Nakano 2009).

Slow fashion can be described as the ‘farmers market’ approach. “Each garment has a story and consumers have more appreciation and personal connection with their clothing” (Johannson, 2010). Slow fashion is very prevalent with fashion influencers. Jessica Stein (@tuulavintage on Instagram), an instagram influencer with 2.3 million followers promotes many slow fashion brands in her posts to her followers such as Spell and Anthropology, both ethically aware brands who focus on making slow fashion. Influencers like Jessica, are crucial to the movement to raise awareness and what slow fashion looks like, giving inspiration to her followers. Slow fashion practices can impact the future of the global fashion industry in ways that can improve corporate behaviour, corporate social responsibility and sustainability.

REFERENCES:

Pookulangara. S, Shephard. A, 2013, ‘Slow fashion movement: Understanding consumer perceptions - An exploratory study” Journal of Retailing and Consumer Services, Vol 20, Iss 2, pp 200-206

Hall. J, 2017, ‘Digital Kimono, Fast Fashion, Slow Fashion?” Fashion Theory, Vol 22, Iss 3 pp 283-307 

Brewer. M.K, 2019, ‘Slow Fashion in a Fast Fashion World: Promoting Sustainability and Responsibility’ Laws, Vol 8, Iss 4

Jessica Stein <https://www.instagram.com/tuulavintage/>

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The Devil Wears Sustainability. (Week 7 - Fashion)

Fashion. You either love the idea of it or you hate it. 

Fashion is something that has been around for centuries and has shaped the ‘look’ of every century in some way shape or form - like c’mon what was happening with puffy short shorts and codpieces?

Terrifying outfits aside, in the 21st century, I think it’s reasonable to suggest that when anyone visualises the fashion industry, they think of the impeccably dressed Meryl Streep in The Devil Wears Prada and how the movie portrays the industry.

Cutthroat. Ruthless. Beautiful. Breathtaking. 

All of those words will resonate with someone's idea of fashion. And with more and more people shopping online - through sites like The Iconic and ASOS - fashion is becoming an increasingly digital venture. Which means that savvy consumers are looking more closely at what is happening in the fashion world and where their clothes are coming from. This is why the movement of ‘slow’ or sustainable fashion emerged.

But what does that even mean? And how do you know what’s ‘slow’ fashion? And no, it’s not just wearing a hessian sack (like I thought). In fact, it is actually more complicated than The Paper Bag Princess.

‘Slow’ fashion seeks to slow down the pace of fashion life cycles. There are not five different ‘spring looks’ in sustainable fashion, there is longevity in the garment and style. There is a strong focus on quality rather than quantity that incorporates environmental, social and economic elements. This helps to better protect the environment and the workforce.

With the prominence of this fashion trend increasing every year, there has been a stronger uptake from big brands like H&M, Marks & Spencers and Stella McCartney. But how did they know what classifies as ‘slow’ fashion? Is there a certain criteria for it? 

I am glad you asked as yes, yes there is a criteria that was set out by Fletcher in 2008. They state that:

Across the entire supply chain, anything produced must be child labour free

Any materials used must be recycled, upcycled and/or more durable, reinforcing the fact that ‘slow’ fashion is very different to ‘fast’ or ‘throw away’ fashion

Production must be both socially and ethically responsible (i.e., fair wages and promotes local jobs)

Promote long-term relationships between all aspects of the supply chain, leading to fair prices and wages as well as helping to develop positive relationships that foster ‘slow’ fashion as a movement

Brands who wish to become more environmentally friendly and ethically sound must consider if they can sustain those four points within their business. If they can’t, then they cannot become a ‘slow’ fashion representative. 

Have I piqued your interest in investing in the ‘slow’ fashion movement? Want to help foster some sustainable fashion habits? Below is a list of some of the most prominent sustainable clothing brands, initiatives and influencers to help you along in your journey. 

Hail and well met - see you on the fashion road! 

https://bigsisterswap.co.uk/

https://www.biome.com.au/

https://www.instagram.com/tuulavintage/

https://www.instagram.com/the_second_runway/

https://www.instagram.com/littlepineneedle/

https://threadharvest.com.au/

https://slowclothes.com.au/

https://www.instagram.com/venetiafalconer/?hl=en

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Here’s to the nights that turned into mornings. (📸: @melissafindley) #moetchandon #moetchandonrose #champagnefordays #rosèseason #rosèallday #rosèchampagne #rosechampagne #beachpicnic #beachdinner #tuulavintage #spoonbay #bikinidotcom #wanderluster #wanderlustdiary #wanderlusting #sunsetaddict #purplesunset #pastelsky #pastelskies #pastelclouds #pastelsunset #cottoncandyclouds #cottoncandysky #pinksand #pinksandbeach #rockybeach #romanticsunset #pastelaesthetic #pastelpink #pastellover (at Spoon Bay)

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