A fashion paradox. That is how Sandy Black describes ecofashion in her book 'Eco-chic'. How can an industry that thrives on innovation, trends and newness ever be green? It is safe to say that a growing number of sustainable fashion designers have found a way out of this dilemma. They embrace slow design, casting no more than a sideward glance on trends.
Which items are typical must-haves for lovers of slow fashion? Obviously, the little black dress, pencil skirt, trench coat, cardigan and a good pair of jeans are the kind of classics that slow designers happily introduce to today's fashion scene. Designers such as Monique van Heist also remake coveted items such as boyfriend pants, the jumpsuit, biker jacket and leggings. These items sometimes return in her collection in a new color or different fabric, thus expanding the lifespan of her designs.
Slow fashion may be no more than a niche in today's shopping street, its proponents believe in its positive future. In order to become mainstream, slow fashion labels have to overcome at least two hurdles. First of all, slow fashion can never compete with fast fashion when it comes to price. Therefore, in times of economic downfall, slow fashion businesses will not have it easy. Secondly, the pace of slow fashion does not seem to match with consumer attitudes to buying clothing. We're used to buying a new piece of clothing on an almost weekly basis. How can slow fashion, which launches an average of two new collections per year, provide consumers with enough goodies to keep them happy?
It is here that the paradox of slow fashion comes to fore with particular force. As Sandy Black concludes in 'Eco-chic', we need to investigate how much we consume and how we can challenge the paradigm of growth and change that drives current fashion. Therefore, the future success of slow fashion lies in the hands of consumers.
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