Demons Outbreak Our Closets
Written by: Mehak Sachdeva
Introduction
The world’s second-largest Pollution Industry “The Fashion Industry”. In the 21st century where all the buzz is about the next Channel Bag to the next Met Gala Dress somewhere in the middle, we are losing the only planet where life exists. We do not have to compromise on our looks or fashion but rather find ways to align our exigencies with eco-friendly choices and modes of manufacturing apparel. How many times have you run a background check before engaging with a brand? We are all guilty, aren’t we?
Research Methodology
The researcher has used the right blend of data available on the internet as well as secondary data comprising of books, articles, research by eminent persons along with personal analysis and opinions.
The motive behind the Research
The author aims at creating conscious behaviour among the brands and the customers subject to the fusion of environment and fashion towards a sustainable and eco-friendly environment in the light of legal aspects.
BRANDS: Trends and Triggers
The brands in the fashion industry are majorly inclined towards fast fashion despite the requirement to enhance and shift towards sustainable fashion, trading the environment for the world of capitalism is the trend and trigger for the dominant parts of the fashion industry. Capitalism and Environment have moved hand in hand in the prior centuries but today Capitalism has rented the environment till there is nothing left but repentance.
The ‘Era of Technology’ is more advanced today than it has ever been before yet we are struggling to dispose of the wastes and manufacture apparel in an eco-friendly manner, indicating our priorities. In 2017, as a matter of record, H&M burnt 12 tonnes of Unsold Fabric, well-letting brands getaway by the medium of penalties will not fix the deterrence of our lungs, irrespective, H&M is walking freely into expansion in the fast fashion industry.
Apparel production is the third-largest manufacturing industry in the world according to the House of Common Environment Audit Committee (2019) which makes it significantly clear why it is the second-largest pollution industry in the world, most the brands in the fashion industry are pervaded in the fast fashion apparel in the 21st century.
The fast-fashion brands are dumping poor-quality clothing on the consumers by reducing the cost of production, producing faster with a market price that is desirably moderate for a common man on the other hand the production of sustainable goods will take considerably more time, with a slightly higher cost of production but the market price will not confront a massive spike for the marginal brands.
The lungs of the children in Delhi are equivalated to that of chain-smokers as showcased in a report by ‘India Today’ in 2014, the spike in child labour or modern-day slavery, the low wages or no wages paid to the labours along with enormous environmental and human cost, therefore, the fast fashion brands are exploiting the environment and the society, in that case, it becomes imperative to ask ourselves, Is the fast-fashion clothing really cheap?
The brands often tend to indulge in a ‘Trend-Setting Strategy’ which changes at a rapid pace to psychological fool-play the consumer into shopping more, in the world of social media where everyone wants to have their feet tapping at the latest trends available, enticing customers towards fast fashion and so-called low-price tags…………………………………… To Read Full Paper Click on the download button below.
Keywords: The Fashion Industry, The Fashion Industry in India, The Fashion Industry and Pollution.
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