Last week we saw the unveiling of the World Cup 2014 football kits, but one kit that appeared to grab the headlines for their ‘Green’ strategy was France’s navy blue, white collared, button-up shirts. Nike announced that as a part of their commitment to sustainability, the shirts, shorts and socks would all contain fabric made from recycled plastic bottles. This raised questions regarding the environment, recycling and materials and how much the fashion industry can do to help save the planet.
Vivienne Westwood is known for voicing her opinions regarding climate change and during the Paralympic opening ceremony in 2012 she surprised us by coming to the stage un-announced and declaring a ‘climate revolution’. She continued this message in the most recent London Fashion Week by having her models wear t-shirts with the words ‘Climate Revolution’ printed on it. Westwood told the Telegraph “I just think people should invest in the world. Don’t invest in fashion, but invest in the world.”
Vivienne Westwood isn’t the only contributor to fashion to have taken notice and thus action against environmental issues. Stella McCartney is a member of PETA and actively and regularly speaks about the use of leather and fur; in a statement for PETA McCartney said, “As a Designer, I like to work with fabrics that don’t bleed; that’s why I avoid all animal skins.” Following this, in her Fall 2012 collection she went on to use biodegradable soles in her platform shoes and continues to produce her eco friendly eye wear collections made from castor-oil seeds and citric acid. H&M also used renewable materials by making an organic cotton gown for the BAFTAs, as did Valentino by using recycled plastic bottles for a dress worn at the Golden Globes.
Despite the efforts of a few high-end brands, unfortunately the majority of luxury fashion still appears to be ignoring the issue of sustainability. However with our ever-increasing awareness and knowledge of said issues and problems regarding sweatshops and un-ethical treatment of people and animals the fashion world does look set to take notice soon; so we can expect to see a noticeable increase in ‘Green’ clothing on the runway, the high streets and consequently in our wardrobes.