If you keep a keen eye on the world of fashion, there’s a standout trend that you won’t have been able to miss: sustainability.
From high-street brands to celebrities on Instagram, everyone’s got their finger on the pulse for this one! But, just how much is eco-fashion capturing our hearts? Here’s a run-through of sustainability’s rise to become the most popular kid in the fashion class to see if it really has gone from niche to mainstream.
Sustainable fashion market growth
There are many different expert opinions out there on just how much bigger the sustainable fashion market will become over the next few years, but they all have one thing in common: it’s growing. There isn’t one forecast out there that we found that predicted a decline in eco clothing.
Most experts were predicting year-on-year growth that would see the market hit around $10 billion by 2025 and $15 billion by 2030. If that isn’t a sign that sustainability is hitting the mainstream and here to stay, we don’t know what is!
Celebrities using their influence
Moving away from data, there are plenty of other examples of how sustainable clothing is becoming the biggest trend in fashion right now, including how many celebrities are jumping on board. Billie Eilish, Miley Cyrus, Emma Watson, Joaquin Phoenix, will.i.am, Stella McCartney… the list goes on and on! These are people who are both wearing conscious styles and talking about its importance to their millions of followers, which makes them serious superstars in our eyes.
Love Island partnered with eBay
Love it or hate it, Love Island is a cult sensation. It’s a TV show that became well-known for trend-setting and teaming up with big-name brands to dress the contestants, with everything from make-up to shoes being influenced by the show. So, the fact that Love Island ditched its fast-fashion partners in 2022 and teamed up with eBay instead is a sign of the times. Now, the lads and ladies on TV screens around the world will be wearing second-hand, upcycled clothing and advocating for sustainable fashion. Props to you, Love Island!
High street brands are jumping on the bandwagon
Although anyone who is serious about sustainability knows that high street brands aren’t a good benchmark, they are a great way to spot trends. Go into any popular, mainstream clothes shop right now and you’re likely to see a whole lot of eco-friendly claims on their clothing! This is a huge sign of demand: these brands want people to buy their clothes, and they’ll break their backs to meet what their target audience wants.
Remember, though, that many of these brands are also guilty of greenwashing. If they were serious about sustainability, they’d give up the fast-fashion gig altogether and be promoting slow fashion, ethical labour, and raising the prices of their clothes to prevent cutting corners.
If you’re sick of seeing fast-fashion brands making claims they can’t live up to, we can help! We only work with the best of the best in sustainable fashion, including designers who are investing in eco-friendly agriculture practices, plant dyes, and transparent supply chains to create clothes that truly are better for the planet. Fulfil all your eco wardrobe needs in one place, on Finsu.