Short History of Fashion & Shift towards Sustainability

The history of the fashion industry is a fascinating journey that spans centuries and reflects significant cultural, social, and technological changes.

The earliest forms of fashion can be traced back to the use of plant, animal and bone materials for the purpose of protection and adornment. Over time, clothing came to represent social status and cultural identity. During the Middle Ages, religious norms exerted a significant influence on clothing, with a particular emphasis on modesty. During the 15th and 16th centuries, there was a certrain shift in trends, with a growing emphasis on reflecting wealth and status. This marks the point at which the industry begins to develop and expand gradually. During the 17th and 18th centuries, fashion emerged as an instrument for expressing power, characterised by intricate designs and luxurious fabrics. This provides considerable inspiration for all those engaged in creative design activities, resulting in a wholly novel approach to fashion – one that is artistic, modern and somehow liberating.

The modern fashion industry as we know it today began to take shape in the nineteenth century with the introduction of haute couture. Charles Frederick Worth, frequently regarded as the father of haute couture, established the inaugural fashion house in Paris in 1858, creating clothes for European royalty. He was the first designer to sew his label into the garments he created, inaugurating the era of branded fashion. Following this new modern approach to fashion, the invention of sewing machine led to mass production of clothing in 20th century. What to wear and how to appear became a significant concern for the general public. Clothing became a ubiquitous phenomenon, and fashion a pervasive cultural phenomenon. All together this has expanded the competitive landscape and boosted commercialisation of the industry. It was not long before the industry expanded to encompass an entirely new dimension. This resulted in the emergence of a multitude of marketing activities, including fashion magazines, media campaigns, and fashion shows, all of which were designed with the objective of promoting the product and defining consumer preferences and trends.

In the latter half of the 20th century, intense competition and the expansion of the fashion and textile industry worldwide gave rise to the again one more fashion phenomenon - the fast fashion. This is characterised by the rapid production of inexpensive clothing, designed to meet the latest trends and reduce production costs. With the globalization, brands extend their reach across the globe and become one of the most influential and largest industries worldwide. Consequently, the fashion industry is now a multibillion-dollar global enterprise, encompassing the design, manufacture, distribution, marketing and retailing of a vast range of apparel.

But what does the future of the fashion industry look like and where are the trends heading?

While being a vibrant and influential industry, fashion industry faces significant challenges in meeting sustainability requirements. Currently, it stands as one of the most polluting industries worldwide, contributing to environmental degradation through excessive waste, water consumption, and carbon emissions. However, amidst this bleak reality, there are glimmers of hope. Certain forward-thinking brands are actively driving and supporting a shift towards more sustainable practices, demonstrating a commitment to change and environmental stewardship. These brands are pioneering innovations in sustainable materials, ethical production processes, and circular fashion models. Conversely, there are still many brands that prioritize profit over sustainability, continuing practices that harm the environment. This dichotomy within the industry underscores the critical role of global legislators and consumers. It is imperative for policymakers worldwide to recognize the urgent need for stringent regulations and to persist in their efforts to enforce sustainable practices across the fashion sector. By doing so, they can help steer the industry towards a more sustainable future. Other important instrument to support this shift is to educate consumers to use their power and drive thechange.

As we look ahead, one thing is clear - the fashion industry needs the big change and shift towards sustainable business practices - now more than ever.

But why do we love fashion? Well - Fashion is not just about clothing. In essence, fashion is much more than just what we wear. It is a dynamic and powerful form of communication that tells the story of who we are, what we value, and where we are headed as a society. It captures the zeitgeist of the times, reflecting and shaping the cultural, social, and technological landscape in which it exists. That's what makes fashion so seductive and irresistible!