The idea that practicing ethical and sustainable living and shopping that considers people, animals, the earth and the environment makes fashion enjoyable and creates a better society and future is spreading as a new common sense. The number of brands and fashion designers who want to contribute to solving issues such as climate change control and decarbonization through design and manufacturing is increasing, and some people are working with a sense of mission that the realization of a sound material-cycle society and sustainability is true creativity. There is. Expanding social good options is good news for consumers.
And now, “smart fashion” and “fashion that does not make” are attracting attention. It is an attempt to utilize the power of technology to create digital samples and digital fashion, use as little resources as possible, generate waste, and avoid excess inventory. Digital images and videos can be used as they are for EC, catalogs, SNS, signage, etc., and can also be distributed as digital fashion including NFT. PVH, which has TOMMY HILFIGER and CALVIN KLEIN, was one of the first to establish a digital hub. LVMH will open a new research facility for sustainability in 2025, focusing on the eco-design and digital fields. Kering is also promoting the use of artificial intelligence (AI). H & M has recently acquired a print-on-demand company that creates print products instantly based on sales and orders, and is challenging innovation to match supply and demand.
On the other hand, the value of Less is More and timeless fashion is increasing, such as wearing good things for a long time, slowing down the fashion cycle, and choosing carefully made things. Coupled with the vintage boom, the Luxury Maison itself has entered the market for resale, archive launch, and rental. It can be said that it is an opportunity to re-recognize the attractiveness of the brand by creating a cyclical and new customer contact point, which can be called “FaaS (Fashion as a Service)”.
Clothes with smart design and reduced loss are appearing one after another.