Looking at the 2024 Spring and Summer International Fashion Week, sustainable fashion has once again become one of the fashion trends. The reporter noticed that at the show, brands and designers have integrated elements such as environmentally friendly materials and recycling into fashion design, emphasizing not only new fashion trends, but also industry environmental awareness and corporate social responsibility. Among them, recycled fabrics such as recycled polyester fiber and cotton materials are particularly favored by young consumers. The industry believes that this sustainable fashion trend provides a new choice for fashion and meets the needs of a new generation of consumers who pursue an environmentally friendly lifestyle.

The application of trend recycled fabrics is diversified

As people¡¯s awareness of environmental protection gradually increases, consumers¡¯ pursuit of sustainability and environmental protection has become more and more obvious. It is also increasingly evident in the fashion industry. Based on this premise, recycled fashion has become the latest fashion trend, and the multiple applications of recycled fabrics have also become one of the important topics.

¡°The new leather jacket in my wardrobe is an environmentally friendly garment made of recycled fabrics.¡± Xiao Xi, a newcomer in the workplace, advocates saving resources and living a green life. The bags also need to be made of renewable materials. "Recently, I pay attention to accessories made of environmentally friendly materials. Necklaces and earrings made of paper are also very beautiful." There are many young people like Xiaoxi. In their view, the core of environmentally friendly clothing is to choose environmentally friendly materials, which not only reduces environmental pollution, but also makes them healthier.

Shiru, one of the top ten fashion designers in Guangdong, said that organic cotton, bamboo fiber, recycled cotton, Tencel, Avcetate, etc. are all representatives of environmentally friendly recycled fabrics. "For example, this year's spring and summer new products launched by big luxury brands on Tmall, more than 500 of them are made of recyclable materials, including recycled plastic bottles, recycled nylon, new technology materials, etc." In Shiru's view, Luxury brands are taking the leading role in the industry and innovating traditional concepts and conventional materials to promote sustainable fashion.

The reporter noticed that Prada¡¯s Re-Nylon regenerated nylon series is a ¡°hot item¡± loved by young people. This series is mainly made from purified ocean plastic recycling. This spring and summer, Prada once again launched a new single product "Re-Nylon Regenerated Nylon Medium Handbag", which is very likely to carry out environmentally friendly fashion to the end. In addition, Gucci launched its first circular luxury center in Italy this year, aiming to support the creation of future-oriented circular luxury goods by redefining the entire value chain, that is, maximizing the use of recycled materials, durability, repairability and recyclability. Recyclable products.

Industry analysts revealed that regenerative fashion will become the main focus of international fashion brands in 2024. The strengthening of environmental awareness among young users will also push brands to focus on long-term development from the consumer side. Sustainable development and a sense of environmental protection mission are constantly redefining the concept of fashion. The use of natural environmentally friendly organic fabrics, environmentally friendly viscose materials, recyclable and bio-based materials has become a significant fashion trend in the fashion industry.

Hot Recycled Fashion Accelerates Product Renewal

¡°Each Coachtopia product is equipped with an NFC chip, allowing consumers to transparently understand the nature of its materials. Detailed information, and provide trade-in and repair services. "At this year's Shanghai International Import Expo, the Coach exhibition area brought products with recycled materials and traceable information. The relevant person in charge of the brand told reporters that Coachtopia is a sub-brand launched by Coach that focuses on sustainable fashion. Its products are all made of environmentally friendly materials. Bags, shoes, clothing and other items are all made of recyclable and renewable fabrics, and some raw materials It comes from the corner leather that Coach cuts during the product production process.

¡°I find it very interesting. Remaking leftover materials into brand new products actually requires a lot of design skills.¡± An overseas purchaser at the CIIE told reporters that the current product updates are very fast. The key lies in the iteration of biotechnology. Industry veterans said that product renewal can be viewed from three dimensions. The first is to make the entire product production chain transparent, such as adding traceable information QR codes. The second is to reduce carbon emissions, such as the tracking of "carbon emissions" by shoe brand Allbirds. Third, new materials bring new ideas in design. For example, Herm¨¨s once launched a mushroom leather bag made of "mushroom mycelium" Sylvania material, which has attracted especially the attention and popularity of young trendsetters.

It is worth mentioning the popular "green" experience. The reporter noticed that it is difficult for consumers to notice simple changes in products and materials, but the "green" experience at this time is very effective. "From concept to implementation, the brand is committed to creatively quantifying sustainability into indicators that consumers can understand, deepening consumers' perception, and assisting consumers in purchasing decisions." According to designer Shiru, the concept of sustainability The presentation on products is becoming more and more concrete, and related communication language has gradually become brand labels, which has a positive impact on consumers' acceptance of the brand.

Creative REMAKE transformation continues to be popular

The reporter noticed that REMAKE, as a popular "renovation style" in the fashion circle, is actually sustainable. Another interesting form. The industry believes that the "RE" series is extending from daily clothing to luxury goods and even high-end jewelry, with huge potential.

¡°I have good hands and I can reshape and collage old clothes from some sports brands through lines, such as clothes, skirts, small handbags, etc.¡± Wen Jing, a fashion blogger active in Xiaohongshu, told Reporter, at first it was just to share interest, but later fans asked for orders, so I tried to place an order for REMAKE. "Sales volume is not the focus. What makes me happy is that so many people love environmental protection as much as I do, and they have also received recognition from strangers about their design and aesthetics," Wen Jing said.

There are more directions for low-carbon life. In addition to REMAKE, reporters also discovered RE.UNIQLO clothing new workshop at the consumer goods exhibition area of this year¡¯s CIIE. It is understood that this is the special area where UNIQLO debuts at the exhibition for the first time, aiming to continue to create a circular business model. "We provide two major services: repair clothing and remake creative transformation. Through creative embroidery, old clothes can be refreshed and the life cycle of clothing can be extended." The relevant person in charge of UNIQLO told reporters that this allows clothes to be worn longer and contributes to a low-carbon life. way provides new possibilities.

It is also worth noting that at this CIIE, Kering Group brought the Re-LovedChains high-end jewelry necklace from its brand Pomellato. It is understood that this high-end jewelry necklace revives precious treasures with a modern design, which is also a wonderful expression of the brand's commitment to sustainable development.

Consumption Observation

Sustainable fashion will become a long-term consumer trend

Accelerate The development of sustainable fashion has become the consensus of practitioners in the global fashion industry. According to Deloitte's "Consumer Insights Report", 66% of young consumers are more inclined to buy environmentally friendly products. The use of renewable or recycled materials has become an important issue in the current fashion field.

Chen Feng, associate researcher at the Institute of Modern Industry of the Guangzhou Academy of Social Sciences, said that the fashion industry is developing in a more environmentally friendly and sustainable direction. ¡°The biggest impact on consumers is their shopping behavior.¡± In Chen Feng¡¯s view, the concept of sustainable development has stimulated their strong interest in environmentally friendly products and their willingness to pay for green and low-carbon products. For example, the R1 series of jackets from Patagonia, a well-known American outdoor brand, are made of recycled polyester fiber converted from recycled plastic bottles. This not only reduces the need for new raw materials, but also effectively reduces Generation of waste.

¡°In the future, sustainable development will take on a more comprehensive and in-depth trend in the fashion industry.¡± Chen Feng pointed out that from the industrial point of view, ¡°low carbon, environmental protection, green, and sustainable development¡± have become the key to brand building. important part. It is expected that more brands will actively adopt environmentally friendly materials, green production, and pay attention to the environmental friendliness and sustainability of the entire supply chain. From the consumer side, consumers will treat shopping more rationally. While pursuing quality, innovation and uniqueness, they will also pay attention to the environmental protection attributes of products. More and more consumers are turning the concepts of low-carbon, environmental protection and sustainable development into a fashionable and green lifestyle. Sustainable fashion will no longer be a temporary trend, but a long-term trend. consumer trends.

Plastic Industry Video