IF CONSCIOUS CONSUMPTION IS THE WAY FORWARD, WHY IS IT NOT WORKING FOR THE FASHION INDUSTRY?

Fast fashion, once synonymous with accessible trends and designs, has been under fire lately as one of the world’s most polluting industries – consuming up to 200 trillion litres of water yearly and accounting for about 10 per cent of global emissions, according to Mckinsey Consulting.

Innovative products made from biodegradable materials are marketed as carbon- positive and new business models that involve the circular economy are sold as environmental life savers. Yet despite a decade of experimentation and ‘ innovation’ within the fashion industry, the

Earth’s resounding cry for change remains unanswered.

Fast fashion has become faster. Cheap and trendy knock- off garments are mass- produced at low costs, perpetuating a culture where consumers can have the apparel they want while fostering the illusion of wearing the same ‘ runway’ styles as their fashion icons.

Despite close to 90 per cent of APAC consumers being willing to pay more for sustainable products, according to Bain & Company, the allure of affordability, accessibility, and instant gratification still compels many to choose fast fashion over more conscientious alternatives.

Smthgood’s survey of 500 female online shoppers observed that there are limited go- to regional marketplaces for conscious fashion that resonate with consumers in spite of rising sustainability trends. One plausible explanation for this gap is the persistent misconception that environmentally conscious and sustainable fashion inevitably carries a premium price tag, which is ultimately hindering the broader success of conscious shopping initiatives in the fashion industry.

But as consumer consciousness undergoes a transformative shift, it is evident that consumers are reshaping their priorities. The increasing influence of value- driven generations, such as Gen Z, suggests more than a fleeting trend; it signals a potentially enduring transformation for the fashion industry. As the industry aspires to become more sustainable and accountable, this metamorphosis holds the promise of lasting change in the years ahead.