Saving the planet is very much in vogue. It’s also in Harper’s Bazaar, Elle and Mademoiselle. It’s the message on fashion runways, in marketing strategies, in jewelry and accessory designs, on shopping bags and totes, in advertisements and on price tags. A naked fashion model wearing a hat of birch branches and lichen, as shown in Vogue this month, may not be everyone’s idea of environmental awareness. But the pervasiveness of ecological themes in the images and marketing of fashion is ...

Saving the planet is very much in vogue. It’s also in Harper’s Bazaar, Elle and Mademoiselle. It’s the message on fashion runways, in marketing strategies, in jewelry and accessory designs, on shopping bags and totes, in advertisements and on price tags.

A naked fashion model wearing a hat of birch branches and lichen, as shown in Vogue this month, may not be everyone’s idea of environmental awareness. But the pervasiveness of ecological themes in the images and marketing of fashion is undeniable. It is also somewhat paradoxical. The fashion industry, whose driving philosophy involves encouraging consumers to discard the old and embrace the new, is now trying to push itself to the forefront of efforts to conserve and preserve.

The environmental theme in fashion began as wispy touches and graphic exhortations in designer collections, not as some well-thought-out strategy of “green” marketing in which the environmental advantages of a product become part of the sales approach. Tendrils of ivy dangled from the ceiling at a Paris fashion show; a carpet of grass covered a runway in New York; models marched along in T-shirts or carrying signs all bearing slogans like “Clean Up or Die,” “Save the Sphere,” and “Environmental Protection Agents”.

The environmental spin on fashion has now moved into the mass market, where ‘’clothes with conscience’‘ make an extra tug at the buyer’s self-image. Bonjour, a jeans and sportswear company based in New York, has embarked on a program to ’‘change the individual’s outlook toward saving the environment’’ through educational tags. This summer, the first wave of what Bonjour executives said would be 50 million fashion items a year are to arrive in stores carrying tags with environmental tips from how to save water to how to reduce pollutants.

Whether these tributes to nature will benefit the environment or even raise environmental awareness, with concomitant changes in individual behavior, is not clear. There is some skepticism. Professor Ewen says the new environmental symbolism should be viewed as part of an overall change in America’s economy, from one built on industrial production of hard goods to one based on “pure representation”. “Going back to fashion, the environment has become a commercial cliche separated from real concerns. What can be attached to this year’s fashion is merely the symbolism of environmental sanity.”

(Source: https://www.nytimes.com)

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