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“Fast fashion” is a buzz phrase, but what does it actually stand for?

It is a business model that uses cheap materials and labor, ‘of-the-moment’ items that are sold at a lower price. It also reflects the growing consumer desire for speed and value within retail.

The fashion industry has a huge impact on the environment. In fact, it is the second largest polluter in the world, just after the oil industry. And the environmental damage is increasing as the industry grows.

However, there are solutions and alternatives to mitigate these problems. The first step lies in building awareness and willingness to change.

Slow fashion is clothing and accessories that are thoughtfully made, high quality, and meant to be used for a long time.

But I see Slow fashion as a sustainable, eco-friendly business model and a way of living from a consumer perspective.

It is an awareness and approach to fashion, which considers the processes and resources required to make clothing, particularly focusing on sustainability. It involves buying better-quality garments that will last for longer and values fair treatment of people, animals and the planet.

It could mean shopping second_hand, buying less, prioritizing natural fabrics, or some combination of all these things, depending on the consumer.

Many brands realise they have a huge impact on our beautiful planet and do make efforts to become a sustainable brand.

Belgian fashion house Natan is one of them.

"At Natan, we believe in creating beautiful garments without compromising on integrity. Originality and ethics sit equally in our brand philosophy."

With their Circular collection they will give pieces from previous collection a new purpose and reinterpreting stock fabrics.

The Natan x Akra capsule collection is made in the communities of the Akra project in Madagascar. The main objective of the Akra project is to revitalize the use of natural fibers, which have been replaced by synthetic materials and leather, and above all to revalue craftsmanship. This initiative supports income generation, employment and education for the development of a socio-economic enrichment network. The Akra project indirectly employs about 800 artisans.

Aware of the environmental impact that leather has on the environment, Natan is introducing a new type of vegan leather developed from cactus in its collections.

But not everyone has the luxury of shopping this way. Many people can't afford to be picky about their clothing. They don't have the time to shop for the perfect piece or the money to spend on durable designer items. If you do, it's your responsibility to use that purchasing power to support a more fair, equitable, and sustainable fashion industry for everyone.

The revolution will look fabulous ~ Lucy Shea


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