I N T R O D U C T I O N: As human beings, we have always been keen at exploring new ways of doing a certain thing than that of the usual process. Telephones to Mobile phones, Carriages to Automobiles, or invention of sewing machine to the birth of e-commerce, change has always been a part of life. Fashion industry being the most visible form of consumption, it has always empowered many. But at what cost? Clothing is something humans NEED but Fashionable clothing is something most people WANT! Years and years of traditional ways of manufacturing clothes has led it to being the 2nd most polluted industry. 21 billion tons of Landfill and 20% of Global water waste ANNUALLY!, as stated by a 2018 report released by the United Nations Economics Commission for Europe. This situation emerged STELLA MCCARTNEY AW17 CAMPAIGN because of mass production by fast fashion brands as the consumers were Newness-obsessed then. But since the introduction of Digital into fashion, many brands have taken a stand against the CSR activities which includes luxury brand such as Stella McCartney and R Collective who takes waste from Luxury market and transforms them into beautiful fashionable garments proving that you don’t have to harm the environment to be fashionable and luxurious. And why wait for it when you can buy it in a single click right after if walked the runway!
Srusti Srujanika
069606
2020-2021
PG LBMM
