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Fashion Act Now calls on fashion to transform our culture of consumption and destruction

Updated: Dec 6, 2021

Fashion Act Now launches an extraordinary open letter, in video form, to the fashion industry - which says the industry’s own words of radical change back to them. All the quotes - voiced in the video by Tori Tsui, intersectional climate activist, educator and mental health advocate - were said during Covid-19 lockdown restrictions by leading industry figures including Stella McCartney, Virgil Abloh, Alessandro Michele and more.

The letter seeks to contrast the industry’s apparent understanding of the climate emergency with its own lack of demonstrable action. Fashion is at a crossroads and the letter asks: do we carry on the way we are & destroy nature or reimagine fashion as a regenerative system that puts the planet first? The film, directed by Tessa Edwards and Kailash Bharti, is shot on woodland that is recovering from a forest fire with new green shoots pushing through charred wood. The images laid over reference the strain fashion is putting on nature and the fragility of the entire system.

Released during Paris Fashion Week, the video marks the launch of a new campaign by Extinction Rebellion called Fashion Act Now which wants the industry to work fast enough in its role to mitigate climate and ecological breakdown. It forms part of an ongoing call from Extinction Rebellion for a cancellation of the Fashion Week format and its culture of newness and excess which has no place in this environmental emergency. Fashion Act Now is supported by Remake; Clare Press; Global Fashion Exchange; Lucy Siegle, Journalist; Tamsin Lejeune, CEO and founder of Common Objective; Safia Minney MBE FRSA and more.

“This is not about the environmental record of those quoted in our letter but their massive cultural influence,” says Clare Farrell, one of the activists behind the Fashion Act Now campaign. “The fashion and luxury sectors promote resource and carbon heavy lifestyles, elitism and exclusion. Creative directors of luxury brands have influence over the wealthiest people in the world. The 10% wealthiest, those earning $35,000 a year, are responsible for more than 52% of our global carbon footprint; and the wealthiest 1%, those earning $100,000 a year, contribute double the footprint of the 50% least wealthiest.

We are in a crisis of the environment but also of culture, politics and economics. It’s beyond time for change and our industry knows it,”

The letter quotes Caroline Rush, CEO of the British Fashion Council; Virgil Abloh, Artistic Director of Louis Vuitton's Menswear; Olivier Rousteing, Creative Director of Balmain; Stella McCartney; Marc Jacobs; Paul Dillinger, Vice President, Head of Global Product Innovation at Levi Strauss & Co; Alessandro Michele, Creative Director of Gucci; and Anthony Vaccarello, Creative Director of Saint Laurent.

Whilst Stella McCartney has been a pioneer in sustainable fashion, actively driving change across the industry, the quotes in this letter demonstrate that lockdown has been a turning point for many other brands to get on board or review pledges. In 2020, notable figures have expressed grievances about the fashion week format: Gucci has made moves towards seasonless fashion; Saint Laurent is also following its own calendar; Dries Van Noten has led a group of brands and retailers that call for a reformatting of the fashion system.

But an elephant in the room remains: the desire for conspicuous consumption. The fashion industry remains one of the most polluting and wasteful industries. With fashion consumption predicted to grow by 63% over the next decade, the efforts to make the industry sustainable could be far outweighed. The Global Fashion Agenda recently reported that on its current path, the fashion industry will miss its 2030 emissions targets by 50%. Despite talks of circularity, the fashion industry is almost totally reliant on virgin resources, with less than 1% of clothing recycled into new. The fashion industry is reliant on fossil fuels with 60% of clothing made from plastic.

“We want people to remember what was said during this time of reflection. This is a call for the industry, one meant to be so in touch with zeitgeist, to use their creativity to galvanise fashion's full potential to save life on Earth,” says Sara Arnold, from the Fashion Act Now team.

For the press release, see here.


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