Is sustainability really the new black? Fast fashion still saturates the design market and used textiles make up more than 34 billion pounds of waste, but a new wave of designers and consumers are embracing a greener approach to style. According to a 2020 McKinsey report, young consumers will “have completely new demands as to what it means to be an end-to-end sustainable brand.” Vogue also called sustainability a prospective “priority” for the industry, and technology and trendsetting innovation is advancing that direction at a rapid pace. Gen Z’s motivation to create and consume reflects this movement. 

“I envision the future of sustainable fashion being more accessible. From companies using more sustainable materials to thrifting, upcycling and reworked fashion; the knowledge of the true impacts of sustainable fashion need to be more accessible so it encourages others to make better choices when it comes to consumption,” remarks Tiana Day, a freshman at USC Iovine and Young Academy.

Day has seen the power of socially-responsible fashion first hand, sponsoring a young designer and activist’s journey to Paris Fashion Week this past October through her foundation, Youth Advocates For Change. The experience sparked a love of design. But making clothes isn’t just about being chic anymore, it’s about being conscious.

“​​I see the space of sustainable fashion in a current state of expansion and exploration due to the youth role in the media. There's two sides I've seen – young people who are finding innovative approaches to fashion and fashion design because of their consciousness in sustainability and wanting to create an impact,” she adds. 

Some brands are following suit, using eco-friendly and repurposed materials, as well as producing with less water and energy waste. In 2022, the European Commission even imposed a Strategy for Sustainable and Circular Textiles, mapping out a plan for environmentally-friendly design requirements. Technological strides play a huge role in the future of this space – from artificial intelligence’s ability to estimate potential trends (thereby reducing unnecessary production) to optimized personal shopping opportunities. For example, the online retailer Stitch Fix employs data algorithms for AI-aided stylists to recommend custom clothing suggestions to consumers. 

The advent of augmented and virtual reality is also ushering in an avant-garde approach to fashion sustainability, from VR runway shows to digital samples and retail experiences. IYA student and burgeoning fashion designer Campbelle Searcy sees herself utilizing that tech to make her mark as a disruptor a la mode. 

“I really want to work in fashion and sustainability and looking at it from an innovator’s perspective, what that looks like with VR potentially. I’m interested in that and how I can be disruptive in that,” she says. 

Of course, when it comes to committing to a more sustainable fashion lifestyle, consumers can’t just talk the talk, they have to walk the walk (or, actually enact spending and clothing habits that reflect this mindset). Tiana Day is doing just that:

“Personally, I haven't bought a new piece of clothing from a fast fashion brand or store for over a year now. This is a conscious decision I make intentionally. I love to thrift, upcycle my clothing and experiment with my personal style – especially when it comes to ‘business casual’ attire. It makes fashion fun for me, as I know the pieces I wear I probably won't see on other people at the events I attend!”

Sustainability is changing the industry, and technology and trendsetting innovation is advancing that direction at a rapid pace. Gen Z’s motivation to create and consume reflects this movement. 

Trending Towards Sustainability: The Next Generation of Fashion

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