Innovation as the key to change
Fortunately, signs of change are beginning to emerge. Materials such as organic cotton, vegan leather made from mushrooms or cacti, and biodegradable fabrics are finding more and more space on the market. Some pioneering brands, such as Patagonia and H&M, are adopting circular economy models, promoting the reuse of garments and the recycling of materials.
3D printing could represent a turning point for fashion, offering innovative solutions to reduce waste in production. Among the most interesting examples, Julia Daviy created the first customised skirt 3D-printed with recyclable filaments, generating less than 1% waste, a symbol of a responsible approach to design. At the 2019 Met Gala, Zac Posen showed the artistic potential of this technology with the ‘Rose’ dress, featuring 3D-printed petals. Finally, in 2020 the studio ZER Collection used biodegradable materials and digital technologies to create original garments without waste.
These examples show how 3D printing can combine creativity and sustainability, outlining a potentially more sustainable production system for the sector, thanks to technological progress. To date, although 3D printing in the fashion world carries revolutionary potential, it has not yet managed to establish itself as a commonly used technology in large-scale production. Its potential is limited by economic and structural barriers that hinder its spread, confining it, for now, to a limited use in the production of small, highly customised batches, semi-finished products, prototypes and exclusive garments and, in general, to contexts in which extreme customisation represents added value.
Consumers at the centre of change
The sustainability of fashion cannot be separated from the choices of those who consume it. Every conscious purchase is a step towards a more ethical future. Choosing transparent brands, supporting the vintage and second-hand market, and taking care of your clothes to extend their life are actions within everyone’s reach. The Good On You platform, for example, offers valuable support in finding your way through the jungle of information, assessing the environmental and social impact of brands.
Obstacles and challenges still to overcome: culture is needed
Despite progress, the path towards sustainable fashion is strewn with obstacles. The high cost of eco-friendly materials often makes sustainable garments hard to afford, while greenwashing – practised by some brands – undermines consumer trust. Greater education on these issues is needed, so that awareness becomes concrete action on a large scale.
A look to the future with moderate optimism
The future of fashion is inevitably bound up with the ability to innovate and collaborate. From the transparency made possible by blockchain, which traces every step of the production chain, to partnerships between governments, companies and NGOs to define global sustainability standards, the sector is called upon to show that change is possible. But will it be able to rise to this difficult task?
This transformation, however, will not happen without the involvement of everyone: companies, institutions and individuals. The last link carries significant weight: consumers. Companies, after all, propose, sometimes ‘impose’, but they also know how to interpret the needs and wants of individuals, riding the wave of change. When shopping, we should prefer products made from recycled materials and opt for more durable, higher-quality products, certainly at the expense of a higher cost in the short term, but not in the long term, since a better-quality product lasts longer and is less subject to changes in fashion.
Fashion has always been an engine of the global economy and a reference point for taste and lifestyle. Today we ask it to become a cultural turning point as well, capable of inspiring real change to protect the environment.
sources:
Zac Posen
Zer colection
