Gone are the days when businesses and corporations had the power to direct people’s choices with what they communicated and sold – today’s consumer takes responsibility as they increasingly take awareness of the power it has to drive change when it comes to brand philosophies and what they offer, backed by a wave of radical activism.
Consumers set this in motion by consciously opting into the products they choose to support, to which brands respond by creating customer feedback loops.
In terms of digitization – which is the current buzzword in industries and around the world – the younger generations, especially Gen Z, have already started to shape the new digital dialogue of the future. Now more than ever, it’s important for fashion and beauty companies to keep up and put their products where the money is – in the metaverse.
Moreover, the demand for authenticity and transparency is at its highest level, which will enable consumers to adopt “raw” and “clean” products following the fashion trend.
Let’s take a closer look at the trends shaping the future –
The rise of bast fibers
Bast fibers, which basically include flax (flax), hemp, ramie, and jute, are basically fibers that support regenerative farming practices that can help the soil sequester carbon. Regeneratively grown, we’ll see bast fibers rise to prominence as the fashion industry seeks to diversify away from cotton to embrace alternative materials that don’t require as much reliance on natural resources (which, in the case of cotton, is a large amount of water).
Being a biodegradable natural fiber, pure linen requires one-fifth the fertilizer needed for cotton, less water to grow, and pulls carbon into the soil, making it a much lower impact crop.
Linen, on the other hand, is already gaining popularity in the fashion industry due to its natural performance and eco-friendly associations. It is also cooling, moisture wicking, absorbent, breathable and durable, with inherent antibacterial, moth and stain resistant properties.
Bast fibers are the future of fashion, and very soon we will see every brand and designer move towards more conscious consumption and change their business internally to do everything in their power to help make their business more eco-friendly. of the environment. From brands incorporating certain fabrics made from recycled PET bottles to using innovative fabric alternatives… There are so many possibilities to look forward to.
The denim industry is also undertaking many explorations with hemp, while jute is also expected to impact the footwear and accessories market – a trend we have already seen flourishing in the resort wear and clothing segments. cruises.
This article is written by Mr. Samarth Bajaj, Co-Founder and CEO, The Designer’s Class