Sustainability in Fashion: Intention vs Action

The aftermath of Coronavirus (COVID-19) has been characterised by stark tensions and contradictions. These range from social empathy and a sense of community to a “me first” attitude of self-interest; from risk aversion to compulsive behaviour; from cautious spending and “less stuff” to indulgence spending and comfort clutter. These choices and behaviours vary from individual to individual, but we are seeing consumers engaging with both sides of the trend. They are risk averse in some aspects of their lives whilst throwing caution to the wind in others. Fashion sees consumer interest peak in sustainable and ethical brands, while fast-fashion remains an affordable convenience for many.