Translated by Susanna Purrà
In the world we live on, everyday more threatened by climate change and other events that have made to occur the hard situation we are living, fashion’s sector plays a fundamental paper. That way, society said enough and has been incorporating certain changes that denote a mental shift towards the natural. In addition, they demand the need for larger signs to make the same through new sustainable trends.
This how pro-vegan currents emerge, supported strongly by associations like People for the Ethical Treatment of Animals (PETA), that count with more adepts. So, something that a years ago would look like unthinkable, now provides a huge added value to garments. We talk about cruelty free, fur free and lether free, that is, sustainable trends that advocate for animal abuse extintion (in any of its ways) for fashion production purposes.
The classic leather fabrics, from the tradicional beef (so normalized that sometimes society forgets about what it truly is) to the most extravagant leathers like mink, rabbit, dog, snake or crocodile, are getting worst seen and the brands have realised it.
There are not a few luxury fashion companies that have joined that current, like Gucci, Versace, Burberry, Michael Kors, Maison Margiela, Prada, Hugo Boss, Armani, Ralph Lauren, Tommy Hilfiger, Vivienne Westwood, the spanish Adolfo Domínguez… and the list goes on and on. Every year emerge new brands completely ecologic, anothers that include in its campaigns little signs of complaint for the situation and others that decide to change its old habits and give a response to costumers demands.
But if we have to highlight a brand that stands out for being from its beginning and keeping an ecofriendly philosphy, worried for the search of constant sustainable alternativis, that is Stella McCartney. The dessigner and founder is vegetarian, ecologist and is part of the PETA association, something that moves away from the traditional world where the traditional fashion brands move on. And this is something that has made it to stand out from its competitors and has penetrated among the population, being an example.
Although, despite the obvious nowadays boom motivated by a mentality change for responsibility and social concience, this is not something new. We need to consider that in the 90s century this topic became notable and appeared the first sustainables trends. That way, brands like Calvin Klein turned fur free surprising many of its costumers.
How do the brands supply that new lack of materials? With a change on its outlook: destinating the investment in cience and not in productions farms like they have been doing. That way, the technological advances have been increasing and allow to obtain fake fabrics more and more realistic and imposible of distinguish.
Regarding the beauty and cosmetic sector, we find out that animal experimentation is still a huge problem. Thereby, more than 80% of the countries do not count with a legislation that bans this kind of actions. According to Cruelty Free International, “more than 500.000 animals from all over the world are subjected to cosmetic experimentation every year”. Although, there are more and more brands that bet for a change, like The Body Shop, Urban Decay, Nyx, Too Faced, Tarte Cosmetics, Freshly Cosmetics o Kat Von D.
This new approach to the millennial generation, caracterized by its very clear requirements towards the animal world, relfects the importance that the industry is putting in this consumers, that in some years would became their buyers. Without a doubt, whether or not we want to be part of this ethical movement, its undeniable that all sectors are heading towards their most natural side, and the fashion industry it is not going to be left behind.
Would it be 100% someday? We bet yes.
All credits for: Vogue, Elle, It Fashion & Pinterest.