From the way we shop to the way we eat and travel, there has been a distinct attempt at more sustainable business and consumerism in the last few years.
Since 1970, countries have united around the world on every 22nd April to celebrate Earth Day and to demonstrate their support for environmental protection. The first gathering, as the organisation’s website states, marked “the birth of the modern environmental movement.”
Much has changed since the ‘70s but what hasn’t is a universal understanding that current human behaviour and consumption is rapidly eroding and deteriorating the state of the world as we know it. From the way we shop to the way we eat and travel, there has been a distinct attempt at more sustainable business and consumerism in the last few years. Indeed ‘single-use’ was named word of the year in 2018 by Collins Dictionary.
But what of the fashion world, statistically proven to be one of the world’s most polluting industries with a larger carbon footprint than international aviation and shipping combined. While we have seen a rise in the popularity of resell platforms like Depop, ‘fast fashion’ still dominates, promoting a culture of continuous consumption.
Fortunately there are brands out there determined to make a difference to the way they both behave and the message they convey to their consumers. To mark the 50th anniversary of Earth Day, John Lewis have teamed up with the luxury sustainable womenswear brand Mother of Pearl to create an exclusive collection.
The collaborative line will feature only biodegradable fabrics, and aims to bring sustainable and ethical design to the mass market. As a result of the current global pandemic, all John Lewis department stores are currently closed so the collection will be available online only.
The global lockdown has given people, and businesses, a moment to pause, and to reflect on the way they are operating or consuming. This creates an opportunity for brands to offer people an alternative that is perhaps more sustainable in the long run. As we read about pollution levels dropping and carbon emissions decreasing under lockdown, a silver lining to the devastation otherwise being wrought across the globe, it has become apparent that a collective change of habit can have a significant effect on our planet and its future.
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