Blog: Does fashion really need to diet?

Joe Ayling | 4 September 2007

Let's face it, sustainable fashion is a big fat tub of low-fat ice cream. What one saves on calories, a unit of energy, the other saves on carbon, a source of energy.

Moreover, just as healthy desserts are slimming, expensively produced clothes trim the bottom line. Both products make consumers feel smug, really smug. 

While corporations lay it on thick about how they are doing their bit for the environment, they must ultimately realise that slow fashion is about as appealing to consumers as the low-fat variety of ice cream, only melted and out-of-date.

The fashion industry is investing a lot of time and effort in answering the perpetual question of how it can help save the planet, but the sums don't add up.

However, it is the market that ultimately drives fashion towards short lead times and frequent turnarounds of new lines and collections.

I hope that future operations will be somewhere between low- and full-fat, and those consumers who complain about the number of calories will just have to compromise.

By Joe Ayling.

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