# data[].attributes.body
Audrey is one of my favourite actresses, I love her timeless style!

# data[].attributes.body
In the future I would love to work as a fashion buyer or within the fashion marketing industry. I aspire to work within lingerie because its a part of the industry that I love and I am really passionate about. I eventually aspire to own a sustainable lingerie company that sells a wide range of lingerie sizes to cater to every individual because I feel there is still a gap for inclusivity in the industry.

# data[].attributes.body
Using CLO3D was interesting and fun to play around with, I enjoyed learning the basics and being able to create my own digital garment. However, I did find the software difficult to use and do not desire to use it in the future.

# data[].attributes.body
I follow Jazmyn on TikTok I love her personal style- most of her clothes she thrifts from charity stores or vintage shops and the way she styles the pieces is really chic.

# data[].attributes.body
I aim trained in bra fitting from my part time job at Calvin Klein, so this could be a great opportunity for me to gain more experience at a brand I love.

# data[].attributes.attachment_link.readable_text
Skip to content

30% off all black and white items | Auto applied at checkout | Limited time

3 for 2 on all bras and briefs | Auto applied at checkout

Buy any bikini top & get the briefs free | Auto applied at checkout

Passionate about bra fitting? Looking for flexible hours? We are looking for a commission based online bra fitter to join our team!

How it works?
You manage your own availability using our online system Vagaro. You can set your own hours marking yourself available or unavailable for bookings, within your calendar. As your bookings come in you host the online bra fittings from your home, each fitting lasts approximately 20 minutes. We will guide you through how a Beija fitting runs once you have received the position.

Required:
- You must have experience in bra fitting

- Be passionate about making women feel good.

- You are confident with tech and booking systems.

- You are reliable and conscientious of the clients time.

- You respond quickly and intuitively to communication with the client and the team.

- You are sales driven and understand the business model.

- You are interested in progressive retail and contribute to it's success with feedback on improvements.

- You will be paid a generous commission on each sale that you bring in directly from your online fits. This is a commission based role only.

Please send your CV and cover letter to hello@beija.london with the subject "online bra fitter application". We are only considering applicants with bra fitting experience at this stage.

Team Beija x

FREE VIDEO CALL BRA FITTING
Book now.
TEAM OF 4

We are an independent brand based in Islington, London.

We Ship Worldwide

Everywhere tracked + fast delivery.

LOVE TO CHAT

Got a question? Send us an e-mail at hello@beija.london

Subscribe to our newsletter

Written by our founders our weekly newsletter will keep you up to date with the latest product drops, promotions and events.

# data[].attributes.attachment_link.description
Passionate about bra fitting? Looking for flexible hours? We are looking for a commission based online bra fitter to join our team! How it works?You manage your own availability using our online system Vagaro. You can set your own hours marking yourself available or unavailable for bookings, within your calendar.

# data[].attributes.body
Jaded London is one of my favourite fashion brands so working as a social media assistant for the company could be a great opportunity.

# data[].attributes.attachment_link.readable_text
Reports to: Jaded Womenswear Senior Creative Lead
You are responsible for supporting the Senior Creative Lead with coordinating creative content for multiple social channels, ensuring the continued growth of Jaded London's online following and digital presence.
Responsibilities & Duties: Ownership of the Tiktok platform:

Coming up with ideas and concepts to capture on shoots specifically for the Tiktok platform

Editing all video Tiktok content

Researching Tiktok trends

Finding trending sounds which fit with the brand aesthetic

Planning Tiktok focussed shoots

Coming up with creative social media content ideas to capture on weekly shoots

The daily running of multiple social media accounts to ensure campaign content is maximised through posting

Jadedldn Instagram, Jaded_Swim Instragram, Jadedldn Tiktok, Jadedlondon Youtube

Scheduling posts and stories and sending over plans for approval

Captions and copy for feed posts

Coordinating with the graphics team on any content needed for Instagram stories

Interacting with the social community through commenting on posts, replying to comments and liking other content

Repurposing content to Pinterest & Youtube Shorts

Social analysis and reporting:

Trend and sound research

Weekly and monthly social reports

Using the social analytics platform (Dash Hudson) to feedback relevant information to the wider team

Coordinating with the Dash Hudson representative on any issues with the platform

Social media admin:

Ensuring all content after a shoot or campaign is uploaded, saved and sent to the relevant teams

Tagging products and updating all social links

Ensuring the showroom and studio is kept tidy & organised at all times

Returning styling & props back post shoot

What skills do I need?

Trend-focussed with an eye for detail and engaging content

Excellent knowledge and skills across all social platforms

Great organisational skills and time management

Flexible working approach, diligent and able to adapt to the needs of the team

Strong interpersonal skills, with ability to act as an ambassador for the Jaded brand on shoots and with external talent and their agents/managers and partner brands

Motivated to drive results that are measurable

What's in it for me?

* 50% Employee Discount
* 24 days holiday per year (plus bank holidays)
* A paid day off on your birthday
* A paid moving day per year
* Hybrid Working Arrangements - 1 day per week WFH
* Pension Scheme (3% Jaded, 4% You)
* Bonus Scheme
* Employee Assistance Programme for you and your family
* £500 employee referral bonus scheme
* Local Business Discounts (joe and the juice, cafés, fitness, beauty etc)
* North-West London office location directly located next to good transport links
* Casual office dress code (your style of dress is up to you, wear what you feel best in)
* Fully-stocked kitchens and fridges (hello endless brekkie and snack supply, see ya afternoon munchies)
* Regular Office Social Events (e.g. payday social
To apply, email your CV and covering letter to; talent@jadedldn.com with the email subject 'Tiktok and Social Media Assistant'

# data[].attributes.attachment_link.title
Tiktok & Social Media Assistant | Jaded London

# data[].attributes.attachment_link.description
You are responsible for supporting the Senior Creative Lead with coordinating creative content for multiple social channels, ensuring the continued growth of Jaded London's online following and digital presence.

# data[].attributes.headline
Senior Buyers Admin Assistant (post-graduate need work experience) - Boux Avenue

# data[].attributes.subject
Senior Buyers Admin Assistant (post-graduate need work experience) - Boux Avenue

# data[].attributes.body
As a post graduate this is a job I aspire for but I would need to gain relevant experience within buying first. I love the brand Boux Avenue.

# data[].attributes.attachment_link.description
Who are we?

Born out of a love for lingerie, nightwear, swimwear, and all things romantic, Boux Avenue brings traditional service, superior fit and outstanding quality to a modern and beautiful setting both in s…

# data[].attributes.body
Another post graduate job to aspire for, I love the brands products but will need more relevant experience.

# data[].attributes.attachment_link.description
Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of our hometown, we make beautiful things, crafted to last - for you to be yourself in.

# data[].attributes.body
During the workshop I designed a statement maternity vest using the skills that James taught us. I added ruching around the neck, a cut out piece and played around with materials and colours. The garment I made was quite basic because I found it hard to use the software; however I am still proud I managed to design a unique garment at the end of the class.

# data[].attributes.body
This could be a great internship opportunity at an amazing brand, It would be great to work within a press office.

# data[].attributes.attachment_link.title
CELINE hiring UK PRESS OFFICE INTERNSHIP in London, England, United Kingdom | LinkedIn

# data[].attributes.attachment_link.description
Posted 10:21:15 AM. CELINE IS A BOOMING FRENCH AND LEATHER GOODS COUTURE HOUSE DRIVEN BY A NEW HOLISTIC AND CREATIVE…See this and similar jobs on LinkedIn.

# data[].attributes.headline
International Wholesale Planning Manager- SKIMS

# data[].attributes.subject
International Wholesale Planning Manager- SKIMS

# data[].attributes.body
SKIMS is one of my favourite fashion brands and I would love to be apart of the company. However I am not sure if this job role would be a good match for me but could be a potential post graduate job.

# data[].attributes.attachment_link.description
List of open jobs at SKIMS searchable by department and location.

# data[].attributes.body
This article talks about how science is combating fashions sustainability problem through sustainable fabrics and fibres. For example, turning food waste into fashion.

# data[].attributes.attachment_link.provider_name
Fibres of the future - How is science combating fashion's sustainability problem? | UPM.COM

# data[].attributes.attachment_link.readable_text
3. Wood-based glycols: Cutting out oil from textiles

Glycols have long been a cornerstone of the chemical industry, and especially when it comes to generating the softness and flexibility we have come to expect in our clothes. But traditional glycols have a dirty secret: they are derived from fossil resources, predominantly crude oil and coal.

One day soon clothing manufacturers will have no excuse but to say goodbye to fossil-based glycols for good. Next generation biochemicals to replace fossil-based components in polyester will be manufactured at UPM's Leuna biorefinery soon.

Not only is the renewable glycol derived purely from locally-sourced beech trees, the process boasts optimised CO2 emissions and provides a seamless replacement for manufacturers.

Laboratory manager (R&D) for UPM Biochemicals, Sebastian Funtan oversees the development of new applications for sugars and glycols derived from wood at the Leuna biorefinery in Germany.

For the textiles industry, change is often quite slow, he says.

"Changing to new products means brands and manufacturers have to do research and work to see how they can adapt their processes to retain product quality. It's a unique selling point therefore for them to be able to just switch directly from fossil-based glycols to the bio-based ones without having to change anything in their processing."

As of this year, the biorefinery enables the mass production of biochemicals including renewable glycols for the first time.

It's early days for the refinery, but Funtan hopes the research taking place there will one day soon expand to develop other uses for glycols, too:

"There is a lot of interest in this from manufacturers who all want to make their brands more sustainable."

The biggest challenge is meeting demand: Leuna refinery will produce 220,000 tons of product including glycols each year. According to Funtan, the global demand for this type of glycols is currently at 35 million tons per year - that's the same weight as 163,487 commercial aircrafts.

"The good news is the beechwood we use is a renewable resource, unlike fossil-based oil. We can only be one part of the solution, but I am hopeful for the future of sustainable textiles."

Why recycling textiles alone is not the answer?

One of the biggest challenges in making clothing more sustainable, is that textiles are not easy to recycle fully. We can swap and share items, sell and buy second-hand, but to break down the fibres of the fabrics themselves to fully recycle their parts? It's a challenge.

Globally, it's estimated that just 12 per cent of the material used for clothing ends up being recycled. The biggest reason for this is that clothes are often made from a complex combination of fibres, dyes and fixtures: they are rarely homogeneous in their components. Even that favourite cotton shirt is likely to contain some elastane, plastic buttons and a polyester label.

According to Laboratory manager (R&D) for UPM Biochemicals, Sebastian Funtan one of the biggest problems comes with polyethylene terephthalate (PET), which is one of the main polymers for synthetic fibres of textiles and clothing.

"We see a lot of companies selling clothing where they specify that a certain amount of it is from recycled PET. Unfortunately that PET is mostly derived from bottle waste, which means they are not solving the textile PET problem."

And there's another major reason why recycling alone is only a finite solution:

"Recycling always means that you lose some properties of the item. For example with PET the molecular weight gets lower and at some point it cannot be reused anymore."

Looking to the future, manufacturers should think about two things, Funtan says: the properties of the synthetic fibre but also the role it has to fill - the longevity of the product.

"The brands should also design new textiles with End of Life in mind. Of course, usage and recycling of the product as much as possible is very important. But once unusable, the product should not be deposited on landfills or incinerated since this is removing the carbon from the loop."

Equally, consumer understanding of where products come from, and the limitations of recycling has a key role to play, he concludes.

# data[].attributes.attachment_link.title
Fibres of the future - How is science combating fashion's sustainability problem?

# data[].attributes.attachment_link.description
From synthetic sweaters to stretch-fit sportswear, the fossil-based components found in the clothes we wear present an ecological nightmare for the planet and for our consciences.

# data[].attributes.body
During our second CLO3D session I saw my skills improve massively. We played around with colour, textures and fabrics; I am really happy with how it turned out.

# data[].attributes.body
I enjoyed learning basic skills on Microsoft excel during the in class workshops, I found it really useful being told which skills are essential for buying such as pivot tables and VLookups so I’m able to practice at home.

Using excel was not as difficult as I initially thought and I plan to complete a linked in learning course over the Christmas break to help me feel more confident when using.

Check this out on LinkedIn Learning: https://www.linkedin.com/learning/paths/getting-started-with-microsoft-excel?trk=share_ios_learning_path_learning&shareId=whyR89HRRcOTwQriPPQTHg==

# data[].attributes.attachment_caption
The State of Fashion 2023: Resilience in the Face of Uncertainty

# data[].attributes.body
Business of fashion says the industry is headed for a global slowdown in 2023.

# data[].attributes.attachment_link.title
The State of Fashion 2023: Resilience in the Face of Uncertainty

# data[].attributes.attachment_link.description
The seventh annual State of Fashion report by The Business of Fashion and McKinsey & Company reveals the industry is heading for a global slowdown in 2023 as macroeconomic tensions and slumping consumer confidence chip away at 2022′s gains.

# data[].attributes.attachment_caption
Changing fashion's buying practices: What's to come for brands

# data[].attributes.body
Brands are needing to become more sustainable to continue operating.

# data[].attributes.attachment_link.readable_text
Buying contracts have left suppliers and manufacturers with little power and incentive to be more sustainable. Pressure to change is growing.

Calls to rewrite the terms of buying contracts, a key hurdle to a more ethical and sustainable fashion industry according to advocates, are building as the lens on fashion's performance intensifies, particularly amid new COP26 commitments.

"Purchasing practices have moved from being a niche issue to the central issue of the industry. This year in particular, if you're not working on purchasing practices, you're kind of missing the boat because it is the hidden hurdle to unlocking the rest of it," says Olivia Windham Stewart, business and human rights specialist who worked on the American Bar Association Business Law Section Working Group's Principled Purchasing Project, which published a widely regarded Buyer Code earlier this year, following the widespread cancellation of orders during the pandemic.

Buying contracts can determine everything from whether or not garment workers get paid to a factory's ability to invest in renewable energy or improved wastewater treatment. Brands need their suppliers to achieve goals like reducing emissions and improving labour conditions, but many suppliers say their hands are tied because of the time and financial constraints written into their contracts. Production deadlines are too tight, and profit margins too thin, they say, for them to have the capacity to make improvements to operations. Now, a series of voluntary efforts, regulations and model codes of conduct are pushing brands to improve their supplier relationships.

"This pandemic, and the behavior of so many brands, showed us that while we are sitting around talking about wastewater treatment, we have a more fundamental problem of not being paid," says Miran Ali, vice president of the Bangladesh Garment Manufacturers and Exporters Association. "Too often, buyers took delivery of the goods, declared bankruptcy, kept ownership of the goods and didn't pay. We had no recourse. And in many cases, there were clauses in the supplier contract that allowed them to do that." The majority of complaints about buying contracts come from suppliers in major manufacturing countries such as Bangladesh, which source to brands in all price points, from fast fashion to luxury; these countries are the focus of organisations like the Better Buying Institute. Less public data on buying contracts is available from luxury-specific suppliers such as those in France and Italy.

Historically, there has been limited framework to guide brands on better practices, and often, little understanding by brands of the impact of decisions or last-minute changes with suppliers. For example, while brands say they want to work with manufacturers that invest in renewable energy, manufacturers consistently report a steady decline in prices brands are willing to pay, while their own costs often increase or hold steady. In a survey conducted by product development and delivery software Supply Compass, 85 per cent of manufacturers said that the search for cheaper prices was the most common reason a client ended a relationship.

Lower margins make it harder for suppliers to overcome the financial obstacle of investing in sustainability-focused upgrades. And the sense that buyer relationships are fleeting - and hinge primarily on cost, rather than placing a value on sustainability - does not give them any confidence to do so.

Change is coming. The Sustainable Terms of Trade Initiative, which was created to establish fairer purchasing practices in the global apparel industry, outlined the practices manufacturers cited as impediments to running a sustainable business in a September white paper. The key recommendations include limiting payment terms to 60 days, ceasing the common practice of late payments, and imposing a late fee for brands that defer paying suppliers. Prices would still be up to individual brands and suppliers, Ali says, but a set of ground rules would be established for brands to adhere to. If suppliers can expect brands to uphold their end of the deal and not worry about being stuck with unsold inventory, he says, they can focus on improving their own environmental and social practices.

More transparent forecasting

More and more, "suppliers [say], 'please improve your forecasting so that we can be better prepared to serve you. We can have the workforce in place, not use excessive overtime, not have to sub-contract,' things like that. 'Please be a partner with us, share that information as much as you can,'" says Marsha Dickson, president and co-founder of the Better Buying Institute, which works with brands and retailers to improve their purchasing practices and runs a ratings platform for suppliers to anonymously rate the buyers they work with.

That doesn't necessarily mean a brand needs to change anything about its internal forecasting process, but rather to loop its supplier in on more of it.

"We were doing this really great job of forecasting our future sales. We were doing a bad job of going back to our vendor and saying, 'This is what we're going to buy,'" says Patrick Noonan, chief product officer at Sanmar, a wholesale uniform manufacturer that prided itself on maintaining strong relationships with suppliers. "We learned to take the time to talk through our forecasting with our vendors. It is a case-by-case discussion." That could mean that Sanmar commits to sourcing with a vendor for a certain amount of time so that they can buy a year's worth of fabric, or reserve a certain amount of production capacity. "That's not the same as locking in our forecasting, but it's meeting their needs."

It also provides the financial stability and long-term outlook that suppliers need in order to invest in sustainability. "The most important thing we as suppliers need to push sustainable production is to know that our customers actually believe in sustainable production and that it is not some fad which may come and go," says Rajiv Naidu, managing director of Augustan Group, an India-based manufacturer that specialises in knitted fabrics and garments and is a supplier to Sanmar. Investments in sustainability often have long payback periods, making it hard for suppliers to justify, if they don't have long-term commitments from brands. "Sometimes in the fashion industry, we can make investments in products which are currently on trend, only to see their lifecycle last two to three seasons. With sustainability, this needs to be the way of the future forever."

With more deliberate planning in their orders from the start, experts say, brands can also avoid requesting unnecessary samples and making last-minute changes to orders - for example, a colour adjustment in a fabric or changing a pair of pants to a skirt, which Ali says are currently common practice but with buyers paying no additional cost.

Those changes can cut into suppliers' profit margins, but also have ripple effects on other aspects of their operations: requiring workers to stay longer hours, for instance, with little ability to pay overtime rates; or suppliers' production schedules could be disrupted, potentially leaving them with less work in subsequent months. It also results in enormous volumes of waste. In a report from the Better Buying Institute in June on how improved purchasing practices can impact brands' own sustainability metrics, manufacturers said that the lack of alignment between sample requests and actual orders made by brands was a key source of their material waste. Simple steps such as limiting the number of physical samples requested; converting more samples into real orders; and giving specific feedback to suppliers for why a sample is rejected, would go a long way in helping suppliers reduce waste and run a better business overall.

Noonan also hears that the longer-term projections they've provided have enabled their suppliers to pursue environmental initiatives such as installing reverse osmosis water purification technology and rainwater harvesting systems. "They want our business, yes, but they're doing it because they want to make their society better," he says. "They're the ones who are going to be driving improvements in their society."

Naidu says the open dialogue with Sanmar has been crucial for his own company's sustainability efforts. "Sanmar has often asked us what we are doing to have more sustainable production [and] then asks us what type of orders or demand is required by them in order to make this a more tenable investment," he says. "This open discussion has allowed us to confidently make more sizable [capital] investments in the sustainable space."

Push for regulation

Many doubt voluntary efforts will move the needle. Some believe that the mandatory due diligence legislation being developed in the EU will encourage brands - by holding them more responsible for violations in their supply chain - to take the initiative to be prepared.

However, legal experts are increasingly paying attention to the role of contracts in supply chain practices and looking for dedicated solutions. Last year, nonprofit Traidcraft Exchange launched a campaign to expand its Unfair Trading Practices Directive, which published a guide "for greater fairness in agricultural supply chains" in 2019, to the fashion industry and called for a Fashion Watchdog. The organisation has also petitioned the UK government's Environmental Audit Committee to regulate purchasing practices in fashion, saying companies will never act fairly voluntarily, and that "stopping unfair purchasing practices is an essential precursor if the fashion sector is to have a hope of improving its social and environmental impacts".

Through its responsible purchasing practices initiative, a working group of the American Bar Association (ABA) published in March a set of tools - a series of "model contract clauses" and a Responsible Purchasing Code of Conduct, or Buyer Code - that companies can incorporate into supplier contracts to improve human rights performance. The project came about because of what its organisers call a coherence gap.

"Companies are out there in the world saying they care about the treatment of workers in their supply chains, responsible business conduct and in fact they don't align their legal and operational life with those public commitments," says Sarah Dadush, Rutgers Law School professor and lead of the ABA working group's Principled Purchasing Project. The contract clauses are meant to be a tool to close that gap, she says, and the response from brands they've spoken with to date has been positive. "There's a real receptivity to the notion that contracts can be used to uphold, and that buyers share responsibility for, human rights performance."

The Buyer Code and model contract clauses, which are voluntary to adopt and become legally binding once adopted, can also help companies stay ahead of tightening regulations, she says, such as the due diligence legislation expected in the EU. "There are real financial repercussions to not maintaining clean supply chains, and contracts can be a part of maintaining clean supply chains."

When advocacy group Remake launches its updated transparency index later this month, it will include added metrics for evaluating brands' purchasing practices and adoption of the Buyer Code. Remake's advocacy and policy director Elizabeth Cline says the regulatory approach is more necessary than ever, because while the group's Pay Up campaign helped suppliers win payments from brands that were being withheld early in the pandemic, things are already backsliding. "We've quickly returned to the race-to-the-bottom where factories feel they have to offer rock-bottom prices and unfair contract terms to stay in the game," she says.

To become a Vogue Business Member and receive the Sustainability Edit newsletter, click here.

Comments, questions or feedback? Email us at feedback@voguebusiness.com.
More from this author: Fashion's new biodiversity benchmark What fashion should expect at COP26 With $24 million raised, Evrnu wants to scale circular fashion

# data[].attributes.attachment_link.title
Changing fashion's buying practices: What's to come for brands

# data[].attributes.attachment_link.description
Buying contracts have left suppliers and manufacturers with little power and incentive to be more sustainable. Pressure to change is growing.

# data[].attributes.attachment_link.readable_text
2PM reports that 13 of the top 20 direct-to-consumer (DTC) brands are in the fashion and apparel industry. Brands like SHEIN, Chewy, and Gymshark make the shortlist, proving the crushing power fashion brands hold in the ecommerce space.

Digital innovation, rising globalization, and changes in consumer spending habits have catapulted the fashion industry into the midst of seismic shifts. But, thanks to rising inflation and supply chain pressures, the fashion sector is more unpredictable than ever.

This guide shares the statistics, trends, and strategies shaping the ecommerce fashion market in 2023 and beyond, giving you an updated look on where we are and where we're heading.

Get the monthly Shopify Plus roundup: Monthly ecommerce content, trends and news straight to your inbox

Top fashion ecommerce trends in 2024

The above data points offer a wealth of growth opportunities for fashion and apparel retailers-despite the huge shifts in consumer behavior, global trade, and "normal" day-to-day lives for millions around the world.

Below are some of the latest ecommerce trends that you can work into your long-term fashion sales strategy.

Personalization is a balancing act

Into the metaverse

Brand-building over paid ads

Sustainability at the forefront

Social commerce

The transition back to brick-and-mortar

1. The rise of resale

Secondhand apparel is becoming a global phenomenon. The resale market grew 24% in 2022 alone, and is expected to reach a $218 billion market valuation by 2026.

Leading the trend is North American consumers, where the secondhand apparel market has grown eight times faster than the overall apparel market. Technology and online marketplaces are driving this trend, with 70% of consumers saying it's easier now to shop secondhand than it was five years ago.

Secondhand displaced nearly one billion new clothing purchases in 2021 that normally would have been bought new.

-ThredUp

Secondhand displaced nearly one billion new clothing purchases in 2021 that normally would have been bought new.

Fashion brands are taking notice. Dôen, a California-based premium fashion brand, is launching a resale program, called Hand Me Dôen. The program will allow customers to send in pre-owned Dôen products in exchange for store credit.

Dôen will host flash sales throughout the year when the resold product becomes available. The goal of not making resale available all the time is to prevent customers from visiting the site and finding it already picked over.

Shein is also launching a resale platform in the wake of criticism about its labor practices. Some experts are skeptical about the platform and believe it is simply a way for the company to greenwash its image.

It remains to be seen whether fast fashion brands will be able to capitalize on the resale market in the same way luxury and premium brands have. However, one thing is certain: the resale market is here to stay, and it is only getting bigger.

2. Personalizing the customer journey

Personalization has long been hailed as the secret of modern ecommerce. By showing items a shopper was previously interested in, or retargeting them based on the activity they've had with your ecommerce website, you're providing a tailored online shopping experience-one that convinces them to buy.

Shopify research shows that 44% of customers are OK with brands using their personal information to personalize messaging and improve the customer experiences, such as product recommendations. But there's a fine line.

Online shoppers are increasingly concerned about their privacy. Too much personalization can be creepy, hence why brands that over-personalize are three times more likely to be abandoned by shoppers.

Culture Kings is the perfect example of how fashion ecommerce brands can balance under- and over-personalization. Instead of customizing the experience down to "first name" tags on the website, it built four global storefronts to sell in different currencies. The result? More than half of the fashion brand's revenue now comes from its ecommerce business.

I believe we'll see more local brands branching out and offering customized shopping experiences for international customers to remain competitive. This will include things like geo-targeted domain names, pricing in local currency, and local product shipping, with the help of third-party distribution or company-owned warehouses."

-Leanne Lee, Marketer at Blue Bungalow

3. More brands experimenting with the metaverse

The definition of "metaverse" is open to interpretation. The not-quite-defined promise of virtual societies is still in development, though the idea is that people can conduct daily activities-like connecting with friends, playing a game, and purchasing products-by using augmented reality (AR) and virtual reality (VR) technology.

One type of item that functions both in and out of the metaverse is non-fungible tokens (NFTs)-unique digital tokens that can only be owned by one person, usually paid for in virtual currency like crypto. Data shows $87.03 million was spent on NFTs on January 1, 2022, alone.

Celebrities like Reese Witherspoon were mocked for predicting, "In the (near) future, every person will have a parallel digital identity. Avatars, crypto wallets, [and] digital goods will be the norm."

"In everything we do, we're helping the customer imagine. We want them to imagine being the man in every picture. To imagine us being their stylist. To imagine, 'That could be me wearing those clothes.' We're not so much curating content as curating imagination."

- Kevin Dao, Co-founder and CEO/CCO at ORO LA

In reality, fitness apparel brands like Under Armour are experimenting with NFTs in the retail space. Its Steph Curry collaboration reproduced shoes the basketball star wore when he broke the NBA record as all-time top three-point shooter.

Digital NFTs were released alongside the physical product launch. Owners of the NTFs could virtually wear the shoes in three metaverses: Decentraland, The Sandbox, and Gala Games.

Retailer Forever 21 partnered with Roblox to create virtual fashion ecommerce stores in its metaverse, appropriately named the Forever 21 Shop City. Players run the virtual store as if it was their own, and purchase merchandise for their avatar through the game.

With Forever 21 Shop City, our goal is to expand how we engage with customers, extending our presence and product in new ways."

- Katrina Glusac, chief merchandising officer at Forever 21

Fast-fashion retailer PrettyLittleThing also recently began showcasing products on virtual models. The brand posted the news to its Instagram page, turning its new "avatar in the metaverse" concept into a competition to spark conversation.

"Just like Fortnite community inspired Balenciaga's designs, fashion companies can move towards becoming creative collectives. Each collection can have its own identity within the brand universe, reputation, and community. Collectives can focus on the actual product designs and/or on content creation, with associated royalties based on item/content performance, delivering returns to creators in perpetuity and ensuring that a brand attracts the very top talent."

-Ana Andjelic, Founder of The Sociology of Business

Fashion brands are using Roblox to create immersive experiences for users and reach Gen Z audiences. This is just the beginning for fashion brands in the metaverse. As our world becomes more and more digitized, it's likely that we'll see even more brands experiment with NFTs and other virtual reality experiences. It's an exciting time to be a fashion fan, and we can't wait to see what brands come up with next.

4. Sustainability at the forefront

The fashion industry is no stranger to criticism. Fast-fashion brands especially are (sometimes rightly) chastised for the methods they use to manufacture and produce inventory.

In light of these criticisms making mainstream news, plus consumers' increasing commitment to eradicate climate change, some 52% of shoppers say they're more likely to purchase from a company with shared values.

An important value for modern fashion consumers? Sustainability. Statista's research shows 42% of global customers purchase eco-friendly and sustainable products. Certain countries are leading the trend-online shoppers in Vietnam, India, and the Philippines purchase sustainable products more often.

With people spending more time online, it is going to facilitate faster exchange of that information [about suppliers]. We've become more aware of how things that happen in far flung places affect us and the planet. That's been a real key change we've seen."

- Grace Beverly, Founder of TALA

Purchasing habits are also shifting off the back of the pandemic. Some 65% of customers plan to purchase more durable fashion items, with 71% planning to keep the items they already have for longer. The fashion resale market is booming for this reason-growing 11 times faster than traditional retail and tipped to reach a $77 billion valuation in the next five years.

Patagonia is one apparel brand with sustainability rooted in its brand values. The retailer actively campaigns for environmental causes, and demonstrates its commitment to sustainability with its Worn Wear program. Shoppers are encouraged to buy and sell used items instead of buying new.

We're proud to offer our customers a conscious shopping choice with sustainable, affordable pieces that are all handpicked and on trend, but we believe every brand needs to take responsibility, and push themselves to become more circular."

- Kate Peters, Managing Director of Beyond Retro

5. More investment in social commerce

Social media plays an integral role in the ecommerce marketing strategy of many online fashion brands. That's hardly surprising-our smartphone addiction is out of control. The typical social media user now spends about 15% of their waking life glued to an online networking app.

But the truth is: social media is no longer a place for shoppers to consume new fashion trends. Many social media platforms are evolving their business models to facilitate in-app shopping, helping online retailers reach customers actively in the purchasing frame of mind.

Social commerce sales are expected to nearly triple by 2025, with more than one-third of Facebook users planning to make a purchase directly through the platform in 2022.

Unfortunately, most brands are plagued by a single sin. Andy Crestodina, co-founder of Orbit Media, describes the situation perfectly: "Most branded content is advertising under a thin layer of information or entertainment. Scratch the paint, find an ad. It's the brand putting itself first."

Thankfully, fashion and social media are a match made in ecommerce heaven. Even when it comes to explicitly "branded" content, and especially on Instagram.

Social media engagement rates for global fashion brands are abysmal:

So, what types of content is working for fashion brands? Some 46% of consumers want to watch product videos before they buy. Platforms like TikTok and Instagram are praised for driving sales for large fashion brands since shoppers can visualize the product on a real person. Bonus points if it's a social media influencer they already trust.

Long gone are the days of celebrities being only someone you'd see on TV. Today, anyone with a passion can become a celebrity in the social media niche-partly due to the rise of entertainment platforms like Instagram, LinkedIn, and Twitch.

Beyond influencer marketing on social media, multichannel ecommerce integrates native selling off site to build direct buying paths in the places your audience spends their time. Social media platforms are creating their own commerce features-like Shopping on Instagram, Facebook Shops, buyable pins on Pinterest, and more.

Livestream shopping is also in its heyday. Nordstrom launched its own livestream shopping channel last year. It's in good company: 81% of companies plan to increase or maintain their investment in livestream selling to drive sales over the coming year.

Why? Because online brands are seeing conversion rates of up to 30% through Facebook and Instagram livestreams, along with lower product return rates.

"My prediction is that in a couple years, the hottest role for a brand to hire is going to be a head of live shopping."

-Kevin Gould, Co-founder of Glamnetic

6. The transition back to brick-and-mortar

The shopping experience is more complex than ever-especially in the fashion space. Some 22% of online returns happen because the product ordered online looks differently in the flesh. It's this never-ending challenge that's driving many fashion brands back into traditional retail.

"The future is neither ecommerce nor retail. It's just commerce. So the question becomes, 'How do you symbiotically integrate both channels?'"

-Hemant Chavan, founder of Brik + Clik

Data compiled in Shopify's Future of Commerce report proves omnichannel commerce isn't disappearing anytime soon. Modern consumers want both online and offline sales channels-and synergy between the two:

54% of consumers are likely to look at a product online and buy it in a physical store.

53% envision themselves doing the opposite: viewing products in-store and buying it online.

55% of consumers want to browse products online and check what's available in local stores.

Over 50% of adult shoppers use BOPIS, with 67% adding extra items to their carts when they can pick them up immediately.

Brands investing in brick-and-mortar retail include Canadian fashion brand SMYTHE, which opened its store in Toronto. After years of experimenting with pop-up shops, Gymshark also opened its first permanent flagship store in central London.

"A children's wear retailer I spoke to pivoted from in-store events to virtual shopping events via Zoom during COVID," says Kyle Monk, Director of Insight for British Retail Consortium.

"Suddenly, they were having one member of staff walking around the store selling products to two to 300 people per call every week, instead of just a few in person. Retailers who thought innovatively and pivoted thrived over the last period."

It's no wonder 53% of brands are investing in tools that allow them to sell anywhere.

Iconic streetwear retailer Culture Kings opened an experiential, 14,000-square-foot store in Caesars Palace on the Las Vegas Strip in October 2022. Culture Kings is prioritizing a "retail-tainment" approach to physical retail, featuring a recording studio, Secret Room, and other immersive experiences. The company plans to open additional experiential stores in key US cities.

7. Investments in YouTube Shorts

Move over TikTok: Short-form video platform YouTube Shorts is gaining traction among fashion brands and creators. According to social media leads, YouTube Shorts offers a first-mover advantage similar to early TikTok adopters.

Brands like Nike, Skims, and American Eagle have already added Shorts to their marketing mix. Luxury brands like Gucci, Christian Dior, and Louis Vuitton are also getting on board.

Shorts see more than 30 billion daily views and attract 1.5 billion monthly users, according to YouTube. With these numbers, fashion brands can gain YouTube subscribers without investing in long-form video, receive high engagement rates, and boost sales.

Shopify and YouTube are teaming up to give merchants and creators a powerful new way to connect to consumers, build their businesses, and share their stories. With the launch of YouTube Shopping on Shopify, merchants can easily integrate their online store with one of the world's biggest entertainment platforms.
Learn more about YouTube Shopping.
8. Expanding into repair services

Fixing items rather than throwing them away is becoming a trend for fashion brands. Bottega Veneta recently announced that it's giving all customers a lifetime warranty on their handbags. Louis Vuitton will also repair any bag for a price, depending on the item and type of repair.

The expansion into repair services comes at the helm of sustainability. The fashion industry is becoming more aware of its environmental impact, and repairs are a cost-effective way to keep clothes in good condition longer.

Brands like Patagonia and Arc'teryx have opened repair centers, as have fast fashion retailers like Zara and Uniqlo. Repair-focused startups like The Restory have raised millions to date as interest in sustainable fashion and resale boosts demand to extend the life of garments.

9. The shift to wholesale

Inflation, supply chain issues, and lack of consumer spending is pushing DTC brands toward wholesale. A recent Glossy and Modern Retail survey shows that DTC brands are investing in other types of sales partnerships to diversify income.

When asked about performance over the past 12 months, 62% of respondents said wholesale revenue increased the most, even compared to direct sales. Brands see wholesale as a major business component moving forward too, with 80% predicting wholesale revenue will go up over the next year.

Digitally-native-seeking retail partnerships isn't a new thing. Harry's entered Target in 2016. DTC brands like Quip and Native followed suit into big-box retailers shortly after.

But 2023 marks a turning point for DTC brands rushing into wholesale. Sales are up at mass retailers like Target and Walmart. Ongoing supply chain disruptions are making direct channel fulfillment increasingly harder, harming profits.

So while the pressure to grow may be intense, there are still opportunities for DTC brands to find success. Wholesale partnerships may become essential for survival in coming years as DTC brands navigate the turbulent economic landscape.

Ecommerce fashion statistics

According to Statista, the ecommerce fashion industry's compound annual growth rate (CAGR) is tipped to reach 14.2% between 2017 and 2025, with the industry hitting a $1 trillion valuation by 2024.

Sales of apparel, footwear, and accessories continue to rise, hitting $204.9 billion in the US alone. That's tipped to grow by 13% this year, with consumers set to spend $204.9 billion on fashion items online.

Driving this growth are four notable opportunities:

Expanding global markets outside the West

Increasing online access and smartphone penetration

Emerging worldwide middle classes with disposable income

Harnessing the power of celebrity and influencer culture

The biggest threats to established brands include:

The death of brand loyalty due to market saturation

Pressure from consumers to use ethically sourced and green manufacturing materials

Technological advancements with virtual worlds, such as NFTs and the metaverse

We'll get into strategies to combat these issues later. For now, let's examine how these big numbers play out in industry sub-verticals.

1. The COVID impact

The COVID-19 pandemic wreaked havoc on the last few years' fashion ecommerce predictions. When lockdowns were enforced globally in March 2020, 27% of US consumers said they planned to spend "somewhat" or "a lot" less on luxury and fashion items than they had budgeted prior.

Despite this, McKinsey named it the "perfect storm for fashion marketplaces." Brands like Zalando reported a 32% to 34% growth in gross merchandise value (GMV) during the second quarter of 2020. Fast-fashion brand Shein saw its valuation double, to $30 billion, making it the world's largest online-only fashion retailer.

One branch of fashion retail that has taken off is athleisure. Athleisure's market size was valued at $155.2 billion in 2018-a figure that's set only to rise.

Casualwear remains dominant on Amazon, with athleisure predicted to have a CAGR of 6.7% from 2019 to 2026 and reach $257.1 billion. The loungewear and sleepwear market shows similar signs of growth, poised to increase by $19.5 billion between 2020 to 2024.

The result? Fashion brands with an ecommerce store maintain a stronghold in athleisure style goods, like Nike and Lululemon, have reported incredible growth over the course of the pandemic.

2. Clothing and apparel

Lower digital barriers to entry for all clothing merchants offer the opportunity to market, sell, and fulfill orders globally and automatically. As a result, worldwide revenue and revenue per user (ARPU) are both projected to grow.

In the US alone, the apparel and accessory industries accounted for 29.5% of all ecommerce sales in 2021. In Europe, it's expected that by 2025, each consumer will spend $999 on fashion-related items over the course of a year.

3. Shoes segment

As a segment of ecommerce fashion, the shoe industry saw similar peaks in market value. In global market size, the footwear segment will increase from $365.5 billion in 2022 to $530.3 billion in 2027.

Asia is dominating this segment, holding 54% of the global footwear market (compared to just 14.8% for Europe and North America, respectively).

Athletic footwear is also a growing segment, tipped to generate $63.5 billion in 2023-a 23% increase from the $51.4 billion valuation in 2020.

4. Accessories and bags

Not surprising, the bags and accessories segment-although still growing at a stronger rate-will likewise see double-digit growth. The fashion accessory segment will have a CAGR of 12.3% between 2016 and 2026, with Asia-Pacific being the fastest growing market.

Those projections actually make bags and accessories one of the healthiest segments of ecommerce fashion, despite its absolute numbers being the smallest.

5. Jewelry and luxury

In 2020, the global jewelry market was valued at a total of $228 billion. It's forecasted to reach $307 billion by 2025, with ecommerce sites expected to facilitate 20.8% of sales in the luxury goods category this year. Luxury watches are set to take a huge slice of that revenue-customers will spend $9.3 billion on them in 2025.

The growth (despite coronavirus-related recessions) mirrors other financial crises. McKinsey predicted that consumers will "return more quickly to paying full price for quality, timeless goods, as was the case after the 2008-2009 financial crisis."

Increasing affluence in Asia-Pacific and in the Middle East drove up the average revenue per luxury good consumer to $313. Despite luxury goods sales seeing sluggish growth, at 3.4% annually, McKinsey forecasts indicate that ecommerce could triple in sales over the next decade-reaching €70 billion ($79.5 billion) by 2025.

The biggest threat is the affordable luxury market: Should the industry offer luxury goods at multiple price points to grow the market overall? Or will affordable luxury dilute or erode the high-end luxury market-dampening consumer confidence that what they are buying is "true luxury"?

Want more about the state of ecommerce fashion?

The state of ecommerce fashion is developing more quickly than ever. What worked two years ago is outdated now-largely due to consumer preferences changing, values becoming integral to the purchase decision, and footfall returning to brick-and-mortar stores.

Shopify's Commerce Trends Report: Get the ecommerce trends, insights, and advice you need to succeed in 2023
Grab your copy
Fashion Ecommerce FAQ

# data[].attributes.attachment_link.description
To help you thrive in the future, we've highlighted the latest ecommerce fashion and apparel industry trends, technologies, strategic opportunities, and threats. This is a detailed and exhaustive look at the state of the ecommerce fashion industry in 2024 and beyond.

# data[].attributes.attachment_caption
Top Consumer Trends That Affect Fashion Brands

# data[].attributes.body
Top consumer trends that affect how fashion brands operate.

# data[].attributes.attachment_link.readable_text
Adapting to these trends is crucial for brands in fashion industry to stay relevant and meet the evolving demands of their customers.

Consumers are more empowered to choose products that resonate with their own personal values, making brands more accountable for their business decisions. The fashion brands that can adapt most effectively to an ever-changing environment will be best positioned to maintain a great brand image.

This article delves into the prevailing consumer trends that influence the selling and promotion strategies of fashion brands, encompassing the rising demand for diversity and inclusivity, the expectation for exceptional digital experiences, the transition towards sustainability and slow fashion, as well as the active engagement of influencers in clothing production and marketing campaigns.

Diversity and inclusivity

In the context of fashion, diversity entails incorporating a broad range of individuals who possess visible differences, including factors like age, skin color, ethnicity, sexual orientation, and body shape.

The advent of social media and the digital era has played a vital role in holding brands accountable and pushing them to adapt to the changing times, particularly in terms of size, inclusivity, and racial representation.

Consumers are demanding greater diversity and inclusivity in the fashion industry, both in terms of the models used in advertising and the clothing sizes offered by brands. Customers expect fashion brands to offer products that cater to a diverse range of body types, sizes, and skin tones. Brands that fail to do so may face backlash from customers who feel excluded.

The study conducted by GWI shows that more than a third of UK consumers indicate that they are inclined to purchase from a brand when they see someone of their body type featured in an advertisement. 57% of women in the UK now believe that fashion retailers are improving in their efforts to cater to diverse body sizes, compared to previous years. Additionally, 42% agree that brands are making strides towards promoting inclusivity in terms of body image.

How do brands respond to customer expectations?

Over the last decade, some advancements have been witnessed in the fashion and beauty sectors concerning inclusivity.

Designer Becca McCharen-Tran already made a significant impact in 2014 when she showcased her collection at New York Fashion Week, leading the change. Since then, Chromat has grown into a platform that emphasizes diversity in terms of race, ethnicity, size, height, disabilities, and other aspects.

Universal Standard aims to challenge the standard size range. In May 2019, they announced that all of their clothing would be available in sizes 00 to 40, establishing themselves as the most size-inclusive brand these days. They firmly believe that true inclusivity means providing options for all and show the directions other fashion companies should be moving in.

Image source: Universal Standard
Good American: The company has emerged as a strong advocate for inclusivity, making it their mission to ensure that every woman feels recognized and valued. The brand holds a yearly casting call across the nation, inviting diverse women to model in their seasonal ad campaigns. Additionally, they feature models of all sizes, ranging from 00 to 24, emphasizing their commitment to representing a wide range of body types.

Image source: Good American
Nike's " Until We All Win " focus on equality. The brand released the statement: "Nike believes in the power of sport to unite and inspire people to take action in their communities. Equality isn't a game. But achieving it will be our greatest victory. Until we all win." Nike also goes beyond a campaign with expanded product offerings as well, such as its full-coverage swimsuits.

Digital experiences

Consumers seek novel and interactive digital experiences with fashion brands, and augmented reality (AR) offers a range of possibilities for these brands to create distinctive encounters and adjust to new shopping habits.

When fully utilized, augmented reality has the potential to not only provide an exceptional shopping experience but also significantly boost sales and help retailers achieve their business goals.

According to the Deloitte report, 71% of shoppers express a likelihood of increasing their shopping frequency when using AR-powered apps, while 40% of consumers state that they would be willing to pay a higher price for a product if they can test it using AR technology.

In January 2022, H&M launched its first-ever virtual collection through a competition where participants were encouraged to suggest imaginative and creative names for the showcased outfits.

These virtual garments were exclusively offered as prizes without physical production or in-store availability. Winners had the unique opportunity to virtually "try on" the clothing by submitting a photo of themselves, which was subsequently transformed into an animated image by 3D graphic designers, allowing for easy sharing on various social media platforms.

Image source: H&M
Burberry actively embraces augmented reality (AR) and incorporates it into multiple virtual stores. They consistently experiment with AR in global marketing campaigns. Their collaboration with Google brings the immersive in-store shopping experience directly to the digital devices of online shoppers. As an illustration, users searching for products like the Black TB bag and Arthur Check Sneaker on Google can now visualize these items in 3D.

Prada offers customers virtual try-on on their website through augmented reality and computer vision technologies. Their advanced computer vision algorithm measures customers' faces or bodies to ensure the product is accurately positioned on them. Customers can use the feature to test different sunglasses and accessories before purchasing.

This innovative experience takes users on a captivating and thrilling journey that triggers their senses and emotions. It transcends physical barriers and bridges distances, creating a connection that is simultaneously familiar and remarkably distinct.

Image source: Prada
Phygital shopping experience

Here comes the concept of "Phygital" that refers to the integration of the physical and digital worlds. In the context of fashion, it entails incorporating digital elements into the traditional fashion environment. This fusion has the potential to elevate the fashion industry, enabling fashion designers, next-generation creators, and brands to have better control over the ownership of their creations and to bring digital-only items to life in order to engaging shopping experience.

The essence of the phygital experience lies in real-time interaction. The line between what is perceived as physical and virtual becomes blurred, giving rise to new categories of experiences.

This is facilitated by the use of augmented reality and virtual reality technologies, creating a more convenient and immersive experience for the next generation of customers. Millennials, Gen Z, and younger generations particularly favor personalized shopping experiences that seamlessly integrate online and offline elements.

The recent Klarna study on trends in retail shows that 53% of the surveyed Generation Z believe that in the future they will try on clothes as they do today. Yet, 48% of respondents expressed their preference to use virtual try on. Moreover, 43% of respondents believe that a virtual try on shopping experience will replace the traditional way of trying clothes.

Brick and mortar stores as community space

No longer being the go-to place to spend money, brick and mortar stores will slowly shift to become more of a community space. The primary purpose of brick and mortar stores is to now provide an experience of the brand rather than sell items.

Experiential marketing is the secret weapon of the brick and mortar outlet, with a recent survey finding that 74% of event attendees ended the day with a more positive experience about the company. A study from Harris Group also found that 72% of millennials preferred to spend money on experiences rather than material things.

Pradasphere: a collection of Prada's archival objects as well as a shopping space. Image source: Harper's Bazaar .
This altered purpose means that stores no longer need to stock every single color and size of every item they advertise in their catalogs. They need to instead concentrate on providing a positive brand experience by hosting special events and unique, ever-changing experiences, such as brand story-telling, pop-ups or influencer visits.

The future appears promising for this trend, as retailers, particularly fashion brands, recognize the growing importance of bricks-and-clicks strategies and the need to engage customers in-store.

Virtual and robo-assistants

Being an innovative brand with forward-thinking strategies, you can gain additional recognition by incorporating a virtual assistant to assist customers in their shopping experience and help them choose the perfect style for an evening with friends.

This trend is particularly intriguing for physical stores facing challenges with foot traffic and providing accurate fashion advice. Robotic assistants have the potential to understand customers' preferences exceptionally well.
Source: HootSuite
By engaging in a brief conversation and considering style preferences and the occasion, customers will receive personalized recommendations. These suggestions can be conveniently delivered to their doorstep either the following day or even on the same day.

Influencer marketing is a social media marketing strategy that incorporates product placements and endorsements from online creators. The industry leaders know that In the contemporary digital landscape, social media influencers exert substantial influence on fashion brands. Through consistent posts, reviews, stories, and videos, influencers possess the ability to capture the attention necessary for fashion brands to drive sales.

In 2019, the global influencer marketing platform market was valued at 148 million U.S. dollars. It was expected to further grow and surpass 337 million dollars in 2027.

During the third quarter of 2021, major luxury fashion brands in Europe spent around 1.4 billion U.S. dollars on influencer marketing. These brands collaborated primarily with top-tier influencers, who have over two million followers, and these influencers generated 1.13 million U.S. dollars or 80% of the total influencer marketing Media Impact Value (MIV®).

Influencers, who are closer to the consumer than traditional celebrities, effectively promote a lifestyle that aligns naturally with fashion and luxury brands. With consumers becoming resistant to traditional marketing campaigns, influencers serve as an ideal means to meet consumer demand and communicate effectively with them.

The trend entails fashion brands collaborating with significant influencers, as well as with micro-influencers, who possess smaller but more targeted followings, thereby making their endorsements even more authentic. These social media icons possess the power to shape opinions and influence purchasing decisions through visually appealing content and a personalized touch that easily resonates with their followers.

H&M initiated the Influencer Program, which recruits well-known influencers for their campaigns. Content creators earn money as H&M affiliates. For instance, Remi Bader frequently showcases her outfits to emphasize the authentic representation of women in popular fashion trends, including H&M.

Fashion Nova, as a prominent brand, have engaged a wide range of influencers, spanning from renowned personalities like Kylie Jenner to fashion enthusiasts on a smaller scale like Sophie Lewis. What distinguishes Fashion Nova is their diverse selection of creators from various spheres and global locations, ensuring widespread dissemination of the brand's message.

Rise of fast fashion alternatives

While fast fashion once dominated the industry, there has been a noticeable shift in consumer preference towards slow fashion alternatives.

The concept of slow fashion has gained acceptance among conscientious consumers. Slow fashion promotes an ethical and responsible approach to both the production and consumption of clothing. It emphasizes durability, quality, and timeless style, contrasting with the disposable nature of fast fashion. To ensure their clothing choices align with their values, consumers are increasingly seeking certifications that verify the fairness and eco-friendliness of the garments they purchase.

Fashion brands are adapting by focusing on durability, craftsmanship, and the creation of versatile and timeless designs. Combined with the rise of conscious consumerism, individuals are becoming more mindful of their purchases, seeking value beyond mere aesthetics. They prioritize quality, durability, and versatility in their clothing choices.

One alternative gaining popularity is the preference for local thrift stores. Here, consumers can find unique and pre-owned clothing items, reducing the demand for new fast fashion products and promoting the reuse of garments. By opting for thrift shopping, individuals actively avoid contributing to the poor working conditions often associated with the fashion industry.

Here amore some examples of slow fashion brands that offer clothing options that prioritize ethical production and sustainability. These brands, among many others, provide a way for consumers to buy new clothes without supporting the negative impacts of fast fashion.

Pact

Sézane

Reformation

Fair Indigo

Fair Trade Winds

Sustainable fashion

A survey conducted by McKinsey & Company determined that consumers radically changed their behaviour during the COVID-19 crisis. This change was in line with sustainability goals, with 61% of respondents reporting they had gone out of their way to buy products in environmentally friendly packaging.

65% of respondents also said they would be buying higher quality clothing that would last longer and a significant 71% said they would be throwing out fashion items less often. This demonstrates the shift towards clothing made from sustainable materials.

In fact, in 2019 the sales of ethical clothing soared to a record high of over £53 million nationally. A feeling of 'quality over quantity' has taken hold of the conscientious consumer, and brands such as Patagonia have been reaping the rewards.

Image source: Pursuit The Label.

This shift in the industry has compelled fast fashion brands to reconsider their strategies and supply chains, which have been subject to criticism for inhumane working conditions in factories located in developing countries.

NFT-enabled fashion

With the growing interest in the metaverse, Web 3.0, and blockchain technology, new possibilities are emerging for the fashion industry. One such example is the emergence of NFT-enabled fashion, which has gained significant traction in Asian, US, and European markets.

These NFT-enabled items are unique, irreplicable, and grant exclusive ownership to the individuals who truly possess them. Fashion brands can capitalize on this trend by organizing special events, offering exclusive benefits, launching product lines and merchandise, as well as creating virtual garments that can only be worn within virtual environments accessible to NFT owners.

Leading fashion brands like Nike, Gucci, and Burberry have already begun exploring these approaches and conducting market testing in 2022 and 2023.

Moreover, retail brands that collaborate with fashion creators, virtual brands, or virtual influencers that exist solely in digital form (such as Ellisay's CGI character named Elisa) can establish a new business model. This model allows brand advocates and fans to benefit from their ownership of brand NFTs by receiving a share in the profits.

These innovative approaches and collaborations present opportunities for the fashion industry to embrace the metaverse and blockchain technology, opening up exciting avenues for growth, customer engagement, and customer loyalty.

Customer trends and the future of fashion industry

Although some of the mentioned fashion industry trends may only see widespread adoption in the next few years, early adopters will certainly reap the rewards of staying on top of consumer needs. Fashion brands that listen to consumers and observe consumer behavior almost invariably come out on top, accelerating an eventual shift away from practices such as fast fashion and towards a more sustainable, tech-driven and personalized industry.

# data[].attributes.attachment_link.title
Top Consumer Trends That Affect Fashion Brands

# data[].attributes.attachment_link.description
Discover the top consumer trends shaping the fashion industry and how they impact fashion brands in this insightful blog post.

# data[].attributes.attachment_caption
Has Covid-19 Changed Fashion Buying for Good?

# data[].attributes.headline
How has covid changed fashion buying for good? 

# data[].attributes.subject
How has covid changed fashion buying for good? 

# data[].attributes.attachment_link.readable_text
Big funding announcements have slowed down over the past 12 months, especially in the fashion space - understandably. Gone are the days when it felt like some e-commerce startup was announcing a multimillion-dollar round every week. The few companies that have received large injections of cash since March of 2020, though, are worth looking at.

First off, they're all digital. And they include StockX, Rent the Runway, Fashionphile, Vestiaire Collective and, most recently, Nuorder.

Despite not being particularly well-known outside of the industry, that last one just announced that it raised $45 million to expand its B2B digital buying platform, in a round co-led by Natalie Massenet's Imaginary Ventures. Massenet, who also founded Net-a-Porter, will join Nuorder as a board member and strategic partner, helping the company drive European growth, as well as expand further into fashion and luxury.

"I have seen firsthand how slowly the fashion and retail industry adapts to change without a tipping point, and this past year has been another critical inflection point for many," she said, in a statement. "There has been much focus over the last few decades on the consumer end of retail, but little advancement in the ways the industry operates behind the scenes."

That's starting to change.

In the mid-to-late aughts, Fashion GPS revolutionized the way publicists and press interface by offering digital sample trafficking and managing fashion-show and party RSVPs. Before Nuorder, Joor was arguably the most commonly used digital platform for buying and selling fashion. Now, both offer a slew of features to brands and retailers, including "virtual showrooms" to mimic the IRL-showroom visit experience. And both have seen massive growth over the past year.

Nuorder - which counts Saks Fifth Avenue, Nordstrom and Bloomingdale's as exclusive users of its platform - saw 125% growth driven by the effects of the pandemic, a 224% increase in users of its Retail Assortments Platform and a 87% increase in the number of orders placed by retailers.

Meanwhile, Joor has seen a 44% increase in the number of retailers using its platform and a 412% increase in visits to brands' virtual showrooms in the back half of 2020 specifically. (Also, it has raised $36.1 million as of 2019.) In February of 2021, it saw a 106% increase in wholesale transactions as compared to February 2020.

Joor's 30+ exclusive retail partners include Shopbop and East Dane, and its virtual trade show platform, Joor Passport, become a go-to for trade event organizers looking to take their previously IRL experiences digital amid the pandemic. It hosted 16 events during the Fall 2021 season alone, and 17 in 2020; London Fashion Week, Cabana, Rakuten Fashion Week Tokyo and Liberty Fairs were among its partners.

Photo: Courtesy of Joor

Joor and Nuorder may be direct competitors, but they both believe they represent a fundamental shift in the fashion wholesale process, which, being reliant on physical paper forms and Excel, has long been seen as archaic, inefficient and in need of some streamlining - or, in startup speak, ripe for disruption.

For an industry that prides itself on creativity and innovation, fashion is notoriously slow to change the way it operates or adopt new technology. (Think about how long it took for many luxury brands to launch e-commerce.) The founders of Joor and Nuorder see a similar revolution finally taking place with fashion wholesale.

"[E-commerce] was something people were skeptical about and now it's a critical part of someone's business; we see that transformation happening with B2B as well," says Nuorder co-founder Olivia Skuza.

In an e-mail to Fashionista, Joor CEO Kristin Savilia echoes the sentiment, noting that the company's "growth in the past year proves that digital is critical to the success of B2B commerce as well as B2C commerce."
Related Articles
What the Buyers Are Buying from the Fall 2021 Runways
A Look at How the Fashion Calendar Has Evolved From 1941 to Now
Has Gucci Rendered the Traditional Fashion Show Obsolete?
Skuza and her co-founder, Heath Wells, estimate that, without the pandemic, the level of adoption they're seeing now would have taken a couple more years. Of course, there are some reasons for that beyond the fashion establishment's stubbornness in the face of change.

For one, fashion is a tactile industry, and buyers like to touch and feel what they're going to stock in their stores, argues Sharifa Murdock, owner of the trade show Liberty Fairs. Speaking with other luxury fashion buyers, it seems this has been the main pain point during this past year of digital buying.

Photo: Courtesy of Nuorder

"The in-person showroom experience is important to understand the overall collection, see and feel the individual garments, and merchandise the product offering in real time," says Anna Irving, SVP, GMM of Women's Designer Ready-to-Wear at Saks Fifth Avenue, who uses Nuorder. "It is very difficult to see the drape in a dress, the sheerness of a fabric or the print on a top on Zoom."

Tiffany Hsu, MyTheresa's Fashion Buying Director, notes how, if someone's internet connection is lacking, the whole thing becomes even more difficult: "Some showrooms have terrible WiFi, which is a disadvantage to really see the items properly."

There's also something about meeting with people in person that can't quite be replicated online. "A good chunk of the job is networking, especially while on market, which has greatly been affected in the last year," explains Brigitte Chartrand, VP of Womenswear Buying at Ssense. "We miss the in-person element to our relationships with vendors."

Laura Vinroot Poole, the owner of Charlotte, NC and Los Angeles-based boutique Capitol, struggles the most with Zoom fatigue and the fact that there's not one standard way for brands to take orders. "Everyone will have a different method," she says. "It's been really clear, nobody knows what they're doing."

Of course, Vinroot Poole and her colleagues are understanding of the fact that the past year has been difficult for everyone. She's been able to find ways to make digital appointments work to her and her team's advantage by requesting that they send images beforehand, for example, and only having them pull the items they want to see, "so time is well-spent."

Irving concurs that, in some ways, "this technology allows us to be much more efficient regarding the number of appointments we attend." Chartrand echoes this, adding that, in her experience, this shift to digital has "increased our productivity and allowed us to work on new creative projects, such as category extensions - like our recently launched Everything Else department - and discovering new talent."

Technology has also spurred a shift in wholesale timelines. The ability to see new collections and write orders digitally supports the idea of an always-on buying season, where buyers and brands alike aren't beholden to specific seasons or market weeks. Irving notes that this has allowed Saks to be "much more nimble with picking up new brands and capsule collections as they develop."

In general, buyers have described being more flexible with how they work with brands, especially smaller, independent ones who may have been under extra pressure this past year.

"For new and smaller brands, we might work on new terms whereby we are trying to support them with taking some excess stock," says Hsu. "We're in this together so we want to make sure our suppliers are supported."

Likewise, Vinroot Poole says she's noticed "a lot more graciousness and thankfulness" on the part of independent brands and designers in particular.

Even though brands and retailers are getting better at finding ways to work around and make the best of digital limitations, Murdock shares that many are eager to get back to doing things in person. She and her team are already planning an IRL trade show for Summer 2021 in Miami.

But does that mean everyone's going to cancel their Joor and Nuorder memberships as soon as the borders open up for travel? Is that $45 million about to go down the drain? Probably not.

Even before the pandemic hit, buyers and brands were questioning the need to constantly present new collections and constantly travel to see them. This past year has further woken people up to the fact that what everyone was doing before was...a little much.

"We used to travel all over for things we felt we needed to do. It's put everything into perspective," notes Murdock. "Companies are going to shorten travel budgets because we didn't travel for a year and business still continued."

It's not just about the expense: For people like Vinroot Poole, who does all the buying for her small business, traveling eight times a year and attending 8 to 10 market appointments a day in various time zones was simply unsustainable, and something she can't imagine going back to. Digital buying allows her to have more control over life, she says - "being able to say, 'I am coming this season, not this season.'"
Never miss the latest fashion industry news. Sign up for the Fashionista daily newsletter.
The future of fashion buying will include a mix of travel (perhaps four times a year instead of eight) and reliance on digital tools, that hopefully results in more manageable schedules for all.

"There will be more attention placed on streamlining the fashion calendar and market schedule to make the buying process more efficient," Irving predicts. "I don't think we will ever go 'back to normal.' We will certainly use technology more often, whether it be for a product knowledge seminar for top shoppers across the country, or for quick check-ins with brands on their merchandise in development."

Meanwhile, the people behind this technology are busy coming up with new features to provide added value for its users post-pandemic: Joor and Nuorder recently launched payment functions; soon, Nuorder will debut a new financing feature alongside a credit partner.

"Everyone's in a cash crunch; retailers need more time to pay and brands need the money faster than ever to support production so they can produce the goods and ship it to the retailer," explains Skuza, pointing out that this new feature will give retailers more time to pay while the brands still get their funds immediately.

Joor and Nuorder also see data as a major benefit to retailers. Wells posits that Nuorder can help them buy more efficiently by identifying gaps or redundancies in their assortments.

"Being able to use technology not just as efficiency but actually unlocking more value is really where this is headed," he says.

# data[].attributes.attachment_link.title
Has Covid-19 Changed Fashion Buying for Good?

# data[].attributes.attachment_link.description
Big funding announcements have slowed down over the past 12 months, especially in the fashion space - understandably. Gone are the days when it felt like some e-commerce startup was announcing a multimillion-dollar round every week. The few companies that have received large injections of cash since March of 2020, though, are worth looking at.

# data[].attributes.attachment_caption
Driven to Shop: The Psychology of Fast Fashion - Earth Day

# data[].attributes.body
This article explains the psychology of fast fashion.

# data[].attributes.attachment_link.title
Driven to Shop: The Psychology of Fast Fashion - Earth Day

# data[].attributes.attachment_link.description
Despite its environmental damage, fast fashion continues to grow at an alarming rate. Learn what drives fast fashion for individuals and how to fight back.

# data[].attributes.headline
Marketing Project Coordinator- Named Collective

# data[].attributes.subject
Marketing Project Coordinator- Named Collective

# data[].attributes.body
One of my favourite streetwear brands- I would love to work for them in the future.

# data[].attributes.attachment_link.readable_text
NAMED COLLECTIVE is an independent fashion label redefining streetwear for a new generation.

Rising onto the UK streetwear scene with explosive impact over the last couple of years, the brand has created its own space within the current cultural sphere. Built from the ground up with a fiercely supportive community at its core, NAMED continues to elevate and recognise its greater purpose with people driving the brand from both the inside and out.

NAMED is now looking for like-minded, ambitious individuals to join the quickly expanding collective.
FOR THE COLLECTIVE ﻿WHO ARE U?
ORGANISED: You are an innately organised individual who can confidently coordinate projects and team members to deliver on time and in full. You excel at bringing exciting projects to life.

PASSIONATE: You are incredibly passionate about marketing and feel excited by the prospect of helping create industry-first experiences for NAMEDs community.

ELEVATOR: You are ready to be a key part of this growing team and have an impact on the continued elevation of all elements of the brand vision!
SCREENSHOT OF ROLE

Work with the Head of Marketing to focus on creating experiences that drive true, authentic community building and engagement, whilst also reflecting the brand identity

Project management of brand activations and events from ground-level activations to guerilla marketing, pop-up shops and parties. Duties would include, but aren't limited to, ideation, location scouting and booking venues, briefing and sourcing of materials and props, building timelines and managing schedules, event coordination, team coordination, budget tracking

Production and project management of photo shoots and social media content sessions - scouting and booking locations, building schedules, creating call sheets, sourcing and booking of models/creators

Project management of PR agency - delivering assets, coordination products and communicating regular brand updates

Support the team with creative brand copywriting as required

Maintain a community-first approach, displaying a high level of enthusiasm for smaller scale guerilla style activations as well as larger-scale long-term projects

Effectively work across key internal teams to ensure collaboration is smooth and deadlines are met

Provide monthly post-campaign reviews and translate analysis into actionable key learnings for future activation planning

Track and manage the budget accordingly, with a clear ROI mindset to truly optimise the impact of resources

Analyse and translate performance, market trends, data, consumer needs and the competitive landscape into actionable insights that increase performance across our key channels

Build and maintain an understanding of industry trends to make informed recommendations on brand and collection marketing briefs

A GOOD FIT

A genuine love for the brand and understanding of our mission

3+ years of experience in a similar role

Excellent project management and event coordination skills with proven experience of successfully executing activations, events and projects on time and in full

Highly organised, self-sufficient with an ability to prioritise and drive multiple projects simultaneously

Obsessed with trends and creating culture and trends through format, design and content-led experimentation

Experience designing, developing and executing ambitious guerrilla marketing campaigns

Experience working in a fast-paced, creative environment

People management experience desirable but not essential

Eligible to work in the UK

NAMED COLLECTIVE is committed to maintaining a diverse environment where all team members feel included with a strong sense of community. We actively invite applications from all candidates who meet the essential criteria and can work in the UK, and we commit that everyone will receive equal consideration for employment irrespective of your disability, ethnicity, religion, sex, gender identity, sexual orientation, marital or civil partnership status, pregnancy or maternity status, or age.
We can't wait to find out about you. Successful applicants will be contacted for interview.

# data[].attributes.attachment_link.title
SENIOR MARKETING PROJECT COORDINATOR - Named Collective | Career Page

# data[].attributes.attachment_link.description
THE MISSION NAMED COLLECTIVE is an independent fashion label redefining streetwear for a new generation. Rising onto the UK streetwear scene with explosive impact over the last couple of years, the brand has created its own space within the current cultural sphere.

# data[].attributes.body
Zendaya is definitely one of my fashion inspirations within the industry- I love her versatility within her work.

# data[].attributes.attachment_link.readable_text
When Zendaya graces the red carpet, she always offers a strong and particularly charismatic look. Like a fashion chameleon, she has well and truly made her mark when it comes to red-carpet dressing. So much so that she is now officially a style icon. Indeed, her fashion status was recognized on November 10, 2021, when she was given the CFDA Fashion Icon Award. With this honor, the actress follows in the footsteps of many other icons like Jennifer Lopez, Naomi Campbell, Beyoncé, David Bowie, Lady Gaga and Rihanna. was just 25 years old at the time, making her the youngest person to receive this award. Several years, and several flawless looks, later, the actress still shines just as bright on the red carpet. Vogue charts Zendaya's fashion evolution.

Zendaya's long-standing collaboration with stylist Law Roach

Ever since her Disney debuts, Zendaya has had a knack for making sure each one of her red-carpet performances is a great fashion moment. A model, actress, singer and dancer, the star is a true multi-hyphenate artist and is as committed to her style as she is to her career.

Since she was 13, Zendaya fostered a long-standing collaboration with Law Roach, the stylist who revolutionized the style of Celine Dion and Anne Hathaway. Originally from Chicago, Roach conquered the fashion world with extravagance and sharp looks and dressed the biggest celebrities for years, treating fashion as his playground and making the wearer the main character. Zendaya's style highlights have included a Joan of Arc-inspired look, a Cinderella-style dress for the Met Gala, a Marc Jacobs color-block suit, boyish and androgynous looks and an ultra-sexy lurex dress for the movie "Malcolm & Marie" by Sam Levinson, the 2021 Netflix hit.

While promoting the film Dune, in which Zendaya plays the role of Chani, she appeared at the Venice Film Festival, and then in Paris in a whole host of on-trend looks. Vogue takes a look back at Zendaya's best style moments.

# data[].attributes.attachment_link.title
32 looks that remind us that Zendaya is a fashion icon

# data[].attributes.attachment_link.description
In 2021, the CFDA awarded Zendaya the title of fashion icon, and we can only agree with this well-deserved fashion crown. As the actress celebrates her 27th birthday today, we take a look back at the standout silhouettes of her fashion career.

# data[].attributes.body
Blake is a huge inspiration to me within the fashion industry- she uses her platform to speak up about issues and does a lot for charities. I also love her personal style.

# data[].attributes.attachment_link.readable_text
Blake Lively is a loving mother of two, but she has millions of other young girls weighing on her heart as well. The actress is combating child pornography, by speaking out against the shockingly common illegal practice. And she's using her powerful voice to great effect.

The new "Power of Women NY" issue of Variety spotlights six women and the causes they care about, including Lively. (The other women are Jessica Chastain, Chelsea Clinton, Gayle King, Tony Award winner Audra McDonald, and vice-chairwoman of CBS and Viacom Shari Redstone.) Lively is proud to be joining forces with the international Child Rescue Coalition to put a stop to child pornography.

"It's so disturbing. A lot of these people are fathers," Lively pointed out. "If you proactively find these predators, you can save so many children." The mother of 2-year-old James and 7-month-old Ines explained, "There are millions of files all over the world being traded every single day of child pornography." Child Rescue Coalition is fighting that illegal trade with "groundbreaking technology that flags the IP addresses of people who share and download sexually explicit images of minors," according to Variety.

"Our mission is to protect the innocent," CEO of Child Rescue coalition Asher Yoost added. "We try to get [the data] in the hands of law enforcement." The negative effects of the horrible photos extend offline as well. As Yoost explained to Variety, there is research suggesting that as many as 85% of people who consume child pornography also exploit minors offline too, by sexually abusing children. That's why ending the free exchange of it is so important.

# data[].attributes.attachment_link.title
Blake Lively Is Fighting Child Pornography: "A Lot Of These People Are Fathers"

# data[].attributes.attachment_link.description
The actress talks about the cause she's most passionate about - and why you should care, too.

# data[].attributes.body
I am a huge fan of Kim- I love her personal style and SKIMS is one of my favourite fashion brands.

# data[].attributes.body
Stella is inspiration within the luxury fashion industry- she is one of the only sustainable luxury brands today and always is transparent within her business.

# data[].attributes.attachment_link.readable_text
Stella McCartney doesn't want you to feel bad. The British fashion designer understands it's easy to get overwhelmed by all the ways the products we eat, buy, and wear come with unintended consequences-for society, for animals, for the planet. And so even if she's talking about the harrowing conditions workers suffer in fast-fashion factories or the devastating climate impact of animal agriculture, she's eager to emphasize that the goal isn't guilt. It's hard work to be the best you can be, after all, especially when what many of us want is seemingly impossible: to live more sustainably without giving up the luxuries and conveniences of modern life. We want to look good, feel good, and still somehow do good.

And so McCartney, 51, is trying to make that a little easier. Creator of the first ever vegan "It bag"-the slouchy faux-leather Falabella tote with a sleek silver-chain trim-McCartney has spent her career trying to show the world that ethical choices don't have to mean compromising on glamour. Since the launch of her namesake label in 2001, she has created luxury clothing that celebrates modern femininity-her brand is a closet staple for countless celebrities-while eschewing leather, feathers, and fur. She also made a name for herself as one of the cool girls of the noughties, out with Kate Moss, Madonna, and Gwyneth Paltrow. (A 2000 Vogue profile called her "a girl who loves to make a little trouble, get a rise, stir things up.")

Two decades on, she remains a fixture on the high-fashion circuit, making clothing that is known as much for its sharp tailoring, minimal lines, and bold aesthetics as it is for its eco credentials. She's also a pioneer, collaborating with startups on the cruelty-free, sustainable materials-like grape-based leather, forest-friendly rayon and recycled cashmere-that made up 90% of her latest two collections. "All I'm trying to show is that you don't need to sacrifice," she says when we meet in her London office in July. "You're not being penalized for your choices."
Read More: See Intimate Family Photos of the McCartney Family
McCartney had a running start: she's the daughter of two prominent animal-rights activists who wrote protest letters to companies involved in animal abuse, lobbied against fur, and published vegetarian cookbooks. They also happen to be music royalty: Beatles legend Paul McCartney and the American photographer Linda (who died in 1998), who built a home in the countryside but also took their kids on the road with their band, Wings. "One side was this farm life, and the other side was the stage, with glittery boots and glamour," McCartney recalls. "It was an early inspiration."

She has since established herself as a British fashion icon in her own right, designing the uniforms for Team GB Olympic athletes and Meghan Markle's wedding-reception dress. "It was impossible for fashion to think of luxury and sustainability in the same breath before Stella changed that," Anna Wintour, chief content officer of Condé Nast and global editorial director at Vogue, writes over email.

McCartney's work increasingly extends beyond her own label: in the past few years, she has met world leaders at the G-7 and the U.N. Climate Change Conference and co-founded the $200 million Collab SOS fund for climate solutions. As sustainability became a business imperative, her brand became more desirable. In 2018, she bought back the 50% stake that Kering had held for 17 years-only to team up the following year with Kering's chief rival, LVMH (Moët Hennessy Louis Vuitton). There, she was appointed special adviser on sustainability to CEO Bernard Arnault, one of the world's richest men, who said in a statement that "a decisive factor was that she was the first to put sustainability and ethical issues on the front stage, very early on."

The minority stake provides both the freedom and the cash to continue innovations that might not turn a profit. Her namesake brand reported a loss of more than $40 million in 2021, the third consecutive year of a loss of more than $38 million, following the split from Kering and the business challenges of the pandemic. Now, as McCartney brings more eco-friendly materials into her own collections, she also collaborates with LVMH-Europe's largest company by market value-to encourage its other maisons (among them Loewe, Dior, and Givenchy) to do the same.

Read More: Why the Staff of Europe's Most Valuable Company Is Getting 'Climate Training'

In an era when many make claims to sustainability, few have been doing it as well, as stylishly-or as long-as McCartney. "When I first started, I was definitely the eco weirdo in the room," she says. "But why would I compromise what I believe in morally to go into an industry I'm passionate about?"

Raised vegetarian, McCartney traces her connection with nature to her childhood, which she spent riding horses on a remote Scottish farm and hiking trails in Arizona. Her parents may have been icons, but Linda, who had rejected her Park Avenue life to tour with rock stars, and Paul, the working-class Liverpudlian who became a household name in his 20s, wanted to keep their family grounded. They chose to send their four children to local schools, opting against the private education favored by wealthy Brits. "They had to take a bit of flak for having a famous dad, but it toughened them up," Sir Paul McCartney recalls, sitting in his office overlooking London's Soho Square. A Wurlitzer jukebox glows in one corner, and he points out a pair of spectacles that once belonged to René Magritte, a present from Linda. "Now I'm just showing off," the 81-year-old says, laughing.

He and Linda always had "slightly offbeat tastes in fashion," he adds, and from a young age, Stella would spend hours pulling together outfits from their shared closet. In 1997, just two years after graduating from Central St. Martins, the renowned art and design school in London, 25-year-old McCartney was appointed to succeed Karl Lagerfeld as creative director of Chloé in Paris. "More Clueless Than Couture," a Vogue headline read at the time. "I think they should have taken a big name," Lagerfeld sniped of his successor. "They did-but in music, not fashion."

"She had to prove herself," her father says. "I said, if she doesn't do well at the end of that year, then the name is not something to help, it's a cudgel to beat her with. But she did well."
Read More: Stella McCartney Makes the Case that Animals Should Be Friends, Not Fashion
At Chloé, where McCartney worked with her former classmate Phoebe Philo, the pair injected a raunchy sensibility into a French house known for soft femininity, designing low-slung skintight pants, see-through gold-chain tank tops, and skimpy sequin dresses. McCartney also stuck to her values; no collection she's ever designed has used animal products. She acknowledges that her ability to uphold her convictions comes partly from being the daughter of one of the most successful men on the planet. "As one of the first nepo babies," she says wryly, "I had the privilege of choice. I'm very aware of how lucky I've been to be accepted to work in this way since day one." Aja Barber, a stylist and author of Consumed: The Need for Collective Change: Colonialism, Climate Change, and Consumerism, commends how McCartney has used her platform to drive change. "The fashion industry runs on privilege and nepotism," she says. "So why isn't everyone making the same choices that Stella McCartney is making?"
: Depop Made Sustainable Shopping Cool for Gen Z. What Happens When Parents Crash the Party?
Those choices are not always an easy sell to CEOs. "I've had moments where I've been challenged very heavily to change my morals for the success of the company," McCartney says, recounting instances when she was urged to incorporate leather into her line for better margins. (She has appealed to leaders to review policies that may favor leather goods over synthetic ones.)

But if fashion is meant to be about dreams and fantasy and escaping from reality, as McCartney says, that makes it hard to force a broader reckoning with its harms. The industry was responsible for more than 2 billion metric tons of greenhouse-gas emissions in 2018-equivalent to the output of the U.K., France, and Germany combined- according to McKinsey. Around 60% of all clothing winds up in landfills or incinerators within a year of production-the equivalent of a truckload of used clothing being dumped or burned every second. While cheap, accessible fast fashion drives much of the environmental degradation, luxury brands aren't exempt: in 2017, Burberry notoriously destroyed $37 million worth of merchandise to maintain its reputation of exclusivity. (It has since stopped the practice.) Every year, the global leather industry-on which luxury fashion houses depend-is involved in slaughtering more than a billion animals, while tannery workers are exposed to toxic chemicals. " That is the glamorous industry of fashion," McCartney says.

While concerns over animal cruelty were always front of mind, McCartney's focus expanded after the publication of a 2006 U.N. report that stated that livestock production is responsible for more emissions than the entire global transport sector. In response, she launched the Meat-Free Monday campaign in the U.K. with her father and her sister Mary, encouraging the public to adopt a weekly meat-free day, and examining how to make her own lines more sustainable. Paul says Stella's strategy of offering people better, ethical alternatives-rather than guilt-tripping them-was inspired by her mother, who launched a successful vegetarian-food business. "Linda was a pioneer and she was very strong, very ballsy, like Stella is," he says. "It's difficult. But she's showing it's not that difficult."

In the bright white lobby of the Stella McCartney offices in West London, scenes from her widely praised show at Paris Fashion Week in March play on loop. Dappled gray horses canter alongside models wearing her Winter 2023 collection: furry overcoats, checked blazers, sharply tailored jackets, silky asymmetric dresses. The models sport thigh-high boots and carry handbags that, though you could never tell, are made from grapes, apples, or other plant-based materials.
Read More: You Might Want to Think Twice About Clothing Brands That Push Rental, Resale, and Recycling
Vegan fashion may not harm animals, but it can still harm the planet. Most vegan leathers are made from polyurethane (PU) or polyvinyl chloride (PVC), which can release microplastics into the environment. McCartney's team hopes to minimize such effects by working closely with startups to find greener alternatives that can match the quality and durability of leather. It's an incredibly complex, costly, and lengthy process: McCartney's team starts by testing swatches of each new material, examining its feel, scent, resistance to scratching or tearing; they then make a prototype handbag to test its color retention and strength. Feedback is relayed to the scientists to refine the material over months and years. A major part of the work, McCartney says, is communicating their needs to scientists unfamiliar with the fashion industry. "I know the product needs to be tested in this way, to drape, to breathe," she says, "to say 'That color doesn't work' or 'That fabric cracks.'" When the Stella McCartney team first met with NFW, the company that makes Mirum -a plant-based, plastic-free, and circular leather alternative-in March 2022, the material was too thick for anything other than firm, structured bags. But through working with them, a thinner, more flexible option is now available.

These collaborations often involve startups in early stages of development, and scaling for wider uptake will likely take years. And even after all that, achieving 100% sustainability is challenging; with the exception of Mirum, bio-based leathers require a PU coating to prevent scratching.

Working with small startups can also be unpredictable. In 2022, Stella McCartney produced the world's first-ever Mylo luxury handbag made from mycelium, the rootlike system of fungi, but Mylo recently halted production because it wasn't able to fundraise enough. Other materials can be impractical: her collaboration with startup Radiant Matter on biodegradable sequins led to Cara Delevingne wearing a Stella McCartney-designed BioSequin jumpsuit on Vogue 's April 2023 cover-but each fragile sequin had to be hand-stitched. And other non-PVC sequins lack the color range of traditional ones. "I get driven and angry," McCartney says of the limitations she faces compared with her peers. "But these are the kinds of things that make me want to get up in the morning."

The results, she feels, are worth it. Her Winter 2023 collection includes a version of the brand's iconic Falabella made from Mirum, as well as over-the-knee boots made of Vegea, derived from wine-grape waste, and faux-crocodile handbags made from AppleSkin, a by-product of juice and jam production. There's a particular thrill McCartney feels when customers have no idea that they're buying shoes made from grapes, or a blouse made of regenerative cotton. "We can win if there's no sacrifice on a dream," she says, "on desirability, on luxury, on escapism."

Despite her success, McCartney still has her detractors. She tells me several times that she is not perfect and that her brand isn't either. Though she has a focus on reusing stock and waste material, she's still in the business of making new products-though it's unlikely an $1,100 Mirum handbag would be thrown out quickly. "My solutions aren't there price-point wise," McCartney says, noting that she encourages her four children to buy second-hand clothing at charity shops over fast fashion. She also has a sportswear collaboration with Adidas. "I'm a firm believer in less is more. Buying luxury-something made well, that is a timeless design-is an investment, and now there are businesses that support resale and rental." (Stella McCartney was the first official brand partner of luxury consignment site The RealReal.)

There's also the question of how feasible it is for McCartney to really make change within LVMH. CEO Arnault may have praised McCartney's values, but just a few months after their deal, he publicly criticized climate activist Greta Thunberg for "surrendering completely to catastrophism." Ever since her early days at Kering, McCartney has been accused of getting into bed with the fur-wearing, leather-toting enemy-something she describes as "infiltrating from within." She has a history of success: in 2010, she banned the use of the notoriously toxic PVC at her label, a move later adopted by all Kering brands, from Saint Laurent to Balenciaga. Industry norms may be stubborn, but McCartney says the work at LVMH has been exciting and rewarding. "If I can have a seat at that table-where the decisions are still made-I want to be there. I'm pleased to say it's not just bullsh-t."

The partnership with LVMH, she says, is already yielding results. McCartney's Summer 2023 collection includes a T-shirt made from 100% regenerative cotton, a first in luxury, emblazoned with a blue "Snog a Log" graphic-a classic example of what Wintour calls McCartney's "wonderfully tongue-in-cheek sense of humor." Since 2019, the brand has been working with Soktas, a family-owned cotton producer in Turkey, to help it transition away from conventional cotton farming, which uses harmful chemicals to control pests and boost production. The regenerative-cotton project started with 5 hectares and grew to 55 in 2022, her team says; LVMH has now taken over the Soktas funding, which will further expand the project.

Read More: What Happened When I Realized My Cheap Clothes Were a Global Problem

That helps keep McCartney going. But behind it all is a drive to connect with consumers through her clothes. She considers fashion a service industry. When she's working on a collection, she's thinking about how a Stella McCartney-designed piece should make you feel: confident, comfortable, alive, effortless, sensual. "I want to feel the best version of myself," she says, her eyes lit up. "I want to feel f-cking fabulous."

- With reporting by Leslie Dickstein/New York and Armani Syed/London

Write to Naina Bajekal at naina.bajekal@time.com.

# data[].attributes.attachment_link.title
Stella McCartney Is Changing Fashion From Within

# data[].attributes.attachment_link.description
In an era when many make claims to sustainability, few are doing it as well-or as stylishly-as McCartney, who has been doing it long before it was cool.

# data[].attributes.body
James taught us for the CLO3D workshops; he is a art director and 3D generalist. He has collaborated with brands such as Selfridges, Pokemon and has his own section on an online fashion magazine. His work and energy is very inspiring.

# data[].attributes.headline
Digital transformation in the fashion industry:

# data[].attributes.subject
Digital transformation in the fashion industry:

# data[].attributes.body
This article talks about the rise of the use of technology within the fashion industry.

# data[].attributes.attachment_link.readable_text
Roger leads the Marketing practice within Deloitte Digital in Switzerland. With over 15 years of experience working mainly with global brands in the fashion and luxury industry, he specialises in helping large organisations drive innovation and in the definition and implementation of digital strategies.

# data[].attributes.attachment_link.title
Digital transformation in the fashion industry

# data[].attributes.attachment_link.description
The fashion industry is facing new challenges as a direct result of the rise of technology and its impact on consumer behaviour and must adapt by way of digital transformation.

# data[].attributes.headline
Overconsumption in the fashion industry:

# data[].attributes.subject
Overconsumption in the fashion industry:

# data[].attributes.attachment_link.readable_text
This is a guest blog post by Richard Vasquez Jr, a graduate student at Middlebury Institute of International Studies at Monteray. Richard participated in a project with Women Forward International and Fashion Revolution; as part of this he did some background research on overconsumption which informed this blog post.
Every day we get up and choose what to wear, but how many options are too much and what are the global impacts of the fashion industry? The number of clothes the average consumer purchases has increased 60 percent between 2000 and 2014 , and the clothes are kept about only half as long. The fashion industry entices customers to buy volumes of on-trend clothing, usually of cheap quality at low prices. The rapid growth of the fashion industry can be traced to the advent of cheap clothing made from inexpensive synthetic materials derived from fossil fuels. Excessive production, poor quality textiles, low rates of use, reuse, and repair, and limited recycling mechanisms have turned the fashion industry into an environmentally and socially problematic industry.

The problem with polyester

The fashion industry owes much of their success to the abundance of cheap synthetic fossil fuel-based fibres such as polyester, which is now ubiquitous in the fashion industry. Polyester production has increased from 20 million tonnes in 2000 to 60 million tonnes in 2018 and is expected to exceed 90 million tonnes by 2030 . It's estimated that in 2015 polyester production alone was responsible for over 700 million tonnes of carbon dioxide equivalent , about the same annual greenhouse gas emissions of 180 coal-fired power plants. However, the true scale of emissions is unknown considering that the Fashion Transparency Index 2022 (which ranks 250 of the world's largest brands and retailers according to the level of information they disclose about their human rights and environmental policies, procedures, outcomes and impacts) finds that just 34% of brands disclose their carbon footprint at raw material level. Synthetic fibres combined account for 69% of all materials used in textiles and are projected to reach 75% by 2030 . The 2022 Index also finds that just 27% of brands disclose the breakdown of fibres sourced annually, which means that it is unclear which brands are the biggest culprits of synthetic material use - and relatedly, those most responsible for the human rights and environmental impacts of synthetic materials.

Synthetic materials have changed the fashion industry into one which prioritises increased profits and consumption at the expense of the environment and human health. The effects of overconsumption and reliance on synthetic fibres has long lasting environmental and social impacts worldwide. , with no industry wide solution, at present, for the disposal or recycling of discarded textiles. Textile consumption in the EU, of which most of which are imported, accounts for Although studies estimate about A recent report shows the consumption of clothing and footwear is expected to increase by 63% by 2030 the fourth highest negative impact on the environment and on climate change, and third highest for land and water use from a global life cycle perspective . 11kg per person 5.8 million tonnes of textiles are discarded each year in the EU, the equivalent of , the true picture of clothing waste is not clear considering that the 2022 Index finds just 8% of brands disclose the quantity of post-production waste generated annually. Fibre-to-fibre recycling has only been able to capture 0.1% of textiles produced , while the rest end up landfills or incinerated - and according to the Index, just 12% disclose the tonnes of textiles or number of items destroyed or incinerated each year.

Fashion's Emissions

World Resources Institute (WRI) has estimated the 2019 GHG emissions from the apparel sector to be 1.025 Gt of CO2e, about 2% of the 49.4 Gt of global emissions. WRI also indicated that the emissions will grow to 1.588 Gt by 30 under a business-as-usual scenario. Of those, WRI calculated, based on 30 apparel and footwear brands approved SBTi targets, that approximately 96% represent scope 3 emissions. WRI has also indicated the use of coal makes up about 75% of the energy profile of textile mills globally. The lack of transparency and traceability of supply chain facilities in the fashion industry makes it extremely difficult to fully comprehend the scope of emissions and coal use globally. WRI notes that in order to stay within a 1.5°C trajectory the fashion sector must reduce emissions by over 1Gt by 2030, making it urgent to understand and track the disproportionately high scope 3 emissions and energy use of the fashion industry globally. Yet, a critical first step in addressing this issue is tackling the lack of transparency across major brands and retailers when it comes to their scope 3 emissions, of which just 34% are disclosing according to the 2022 Index.

What needs to be done?

To address these issues, the fashion industry needs to acknowledge the issue of fossil fuel-based textiles and shift towards a circular textile ecosystem that encourages reduction of virgin fibre production, increased energy efficiency across the value chain, elimination of coal fired plants, accelerated development of innovative materials, reuse of discarded fabrics, and recycling of textiles. Mistra Future Fashion finds that doubling the lifespan of a garment, even just from 30 to 60 uses, reduces a garment's greenhouse gas emissions footprint by almost half. Similarly, a study by Ellen McArthur Foundation concludes that doubling the average number of times a garment is worn reduces emissions by 44%.

Indeed, mending and caring for our clothes can truly be a revolutionary act in the face of an industry which has indoctrinated continuous and needless consumption. As ever, the most sustainable garment is the one we already have in our closets. However, major brands and retailers must be more transparent about their business operations and its impacts - and cease producing items they know are not ethical nor sustainable. Continuing to take more than we need (whilst in a climate crisis no less) serves to underline the reason we are in the situation we are today. Greater transparency and accountability are needed to mitigate the human rights and environmental impacts we are facing globally and truly achieve a more clean, safe and fair fashion industry.

Further Reading
Slow down and scale back: Degrowth in the fashion industry Can fast fashion break its plastic habit? What's In My Clothes? The truth behind the label Overconsumption: Why is it a thing and can we solve this problem? The radical act of curbing consumption

# data[].attributes.attachment_link.description
We love fashion, but we don't want our clothes to come at the cost of people or our planet.

# data[].attributes.attachment_link.readable_text
In 2019, then 16-year-old climate activist Greta Thunberg stood up in front of world leaders at Davos to deliver a chilling wake up call:

Greta sparked a wake-up call across the globe demanding drastic change to save our planet and in turn, ourselves. We're all feeling the effects of the climate emergency, but it is not affecting us all equally.

The world's poorest people have contributed the least to the climate crisis, yet are suffering the full force of its impacts: increased flooding, droughts and storms destroying lives, homes, jobs, livestock and crops.

When Greta said, "our house is on fire" she wasn't wrong. We are seeing unprecedented wild fires spreading across the Amazon rainforest, the lungs of our planet, producing 20% of the world's oxygen. Greenland's ice sheet is melting so fast it has caused global sea levels to rise 0.5mm in just one month.

Farmers like Hudan in Ethiopia are having to adapt in a drastically warming world to months without rainfall. Our planet is in serious trouble.

But things could be different. As Greta pointed out "The main solution is so simple that even a small child can understand. We have to stop our emissions of greenhouse gases."

Obvious actions stand out - flying less, driving less, taking more public transport. But how about buying fewer new clothes? With the global textile industry producing more greenhouse gas emissions than international aviation and shipping combined - it could be a more important change than we think.

# data[].attributes.attachment_link.title
Oxfam GB | New Shocking Facts about the Impact of Fast Fashion on our Climate

# data[].attributes.attachment_link.description
Our addiction to new clothes is doing serious harm. Read the latest research, facts and statistics about fast fashion and its shocking impact on the environment.

# data[].attributes.body
During my university experience so far I have realised a huge change in my self confidence and the standard I can complete my work too. I have learnt so much already and I am really excited for the new modules next year. I have been able to progress within my professional skills aswell such as teamwork, confidence and professionalism.

The denim project has most probably been the most challenging unit for me so far; because of trying to navigate lots of different opinions and not always agreeing with my group. Although my group has had some challenges we have come out the other side with a great concept and work that we can all be proud of. This project has taught me the importance of compromise but also to speak up when I do not like something which I wasn't great at before.

Over the Christmas break I intend to complete some more online courses to improve my skills even more such as; Linkedin learning courses on Microsoft excel so I will have a head start for my internship next year.