A fast fashion is known as a segment of production, that is, the continuous and indiscriminate use of clothing. It is possible to criticize and reflect, although it benefits from this gear that drives popular and, in fact, accessible fashion.
Expect the “circular fashion” movement and the quest for more conscious fashion and a more sustainable clothing life cycle. Now how can these two parallel but close universes coexist? Trust me, @Zara is getting into circular fashion. It’s hard to say whether it’s greenwashing or an overt move towards a generation less tolerant of a lack of head nodding, but the Spaniard has one focus: increasing the longevity of her clothes.
How? Last week the brand launched a platform in England to offer a repair service for its parts. Fast fashion clothes don’t last long? For them, no more. Well, or at least if they don’t last long, they’ll be there to fix it!
According to its head of sustainability, this first foray is not for profit and is simply a formal act of repurposing the use of each garment. Soon there, the brand will launch a resale platform for its pieces, in a marketplace run by them, with clothes from their customers. It’s worth saying that, despite not aiming to make a profit in the first place, it’s all about business and adding value to a brand so burned by sustainability issues that it’s now running after losses in every way.
This circular movement of fashion can no longer be considered the future of fashion, but an increasingly common present. If brands like @TheRealReal or @Troreal stand out for a multi-brand space, will we now see big fast fashions stepping in and creating their own exclusive spaces?
Rather than questioning the legitimacy of the gesture, it is worth watching the brands that come forward and bring not only the debate, but the use of the service in practice and distributed to a loyal audience that is not yet aware of the service and the world of possibilities which is to do.circular fashion.
There is still no prediction that Zara will expand these services to other countries, but it is a fact to observe and understand how our fashion consumption will be in the not too distant future. # I think FASH
