From balaclavas to cowgirl hats — and even the return of low-rise jeans — whatever the latest trend, they’re sure to fly from the catwalks to consumers once the models will leave the stage at Australian Fashion Week next week.
But before fashionistas spend too much, researchers at the University of South Australia are urging shoppers to reconsider their purchases and take the time to better understand “fast-paced” fashion and the trend. its impact on the environment.
In a new study led by UniSA Ph.D. Candidate Erin Skinner, researchers exploring Australians ’knowledge of fast and slow fashion, found that general consumers not only lack an understanding of the issues, but are also reluctant or unable to or their buying habits to support more sustainable options.
With Australians over-represented as one of the largest consumers of textiles in the world, UniSA researchers say the government and the fashion industry have an obligation to better educate consumers about the impact. in fast fashion and provide alternative options and models.
“Fast fashion is the part of demand-driven clothing, where shoppers take the latest fashion styles at the height of their popularity, only to discard them after a few have been worn,” he said. by Skinner.
“But following the latest trends comes at a price. Every year, Australians each consume more than 27kgs of fabrics, dumping 23 kg of them into landfill. That’s a staggering 6,000 kg every 10 minutes — or the equivalent of the weight of an African elephant.
“But it’s not just a landfill, around the world the fashion industry produces about 20% of the world’s wastewater. It’s translated into 2,700 liters of water to make a cotton T-shirt-enough water to drink. a man for nearly two and a half years.
“And as for CO2 emissions, the fashion industry generates more emissions than the combined shipping and aviation industries.
“Such bizarre waste is clearly unsustainable, so it is important that the sector educates consumers about alternative options.
“This could mean promoting the amount of money that comes with buying small, durable clothing, improving the clothing rental sector, using online influencers to educate, or looking faster. available and online second-hand items.
“Ultimately, we need to change consumer knowledge and behavior. This is where our research comes in. By explaining what the average Australian knows or thinks about sustainable fashion we can design with appropriate solutions and policy changes to better support the ‘slow’ trend. ”
The next phase of research will examine whether the psychological tools used in a pilot -style intervention can help reduce the frequency of clothing purchases by people who regularly shop.
Three tips for making positive changes to your wardrobe and protecting the environment:
- Walk away from the “trend-mill”; take time to think about your personal style so you are not tempted by every influencer micro-trend.
- Buy your wardrobe! The most durable clothing is the one you already have- wear it.
- Remember: beloved clothing will last. Wherever you shop, treat your clothes with kindness so that they last as long as possible.
Did you buy second-hand clothes? You can be more stylish
Provided by the University of South Australia
Citation: Fashion faux pas: Fashion trends is costing the environment (2022, May 11) retrieved 11 May 2022 from https://phys.org/news/2022-05-fashion-faux-pas-trends-environment.html
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