Trends are boring, says fashion guru: 'We throw away clothes like paper'

Lidewij Edelkoort, a globally recognized trend forecaster whose analyses inform major international corporations, believes the fashion industry's approach to sustainability needs a radical shift in perspective. Edelkoort, who prefers to be called Li, argues that the term "sustainable development" has lost its impact, becoming an unappealing, almost medical-sounding phrase that fails to resonate with the public.

"We've become tired of this issue?" Edelkoort muses, observing the global trend but noting that younger generations are actively embracing second-hand clothing, thus not experiencing this fatigue. She points to corporate greed, driven by shareholder demands, as a primary culprit behind overproduction, which inherently undermines any claims of sustainability. "The biggest challenge for the global economy is that the only sensible solution is to produce less," she states, asserting that profitability does not necessitate endless growth.

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To często kwestia chciwości akcjonariuszy. Wielkie pieniądze bywają źródłem zła, bo popychają firmy do nadprodukcji.

Edelkoort advocates for a fundamental change in consumer behavior, moving beyond recycling to a model focused on waste reduction. "Our goal should not be recycling, but producing less waste," she explained at a past conference. She urges consumers to buy with intention, considering the future of their garments and prioritizing longevity over disposability. The current trend of buying dresses for a single evening and then discarding them like waste, she contends, is an outdated mindset.

"It's wonderful to have beautiful dresses in your wardrobe and wait for the right occasion to wear them again," Edelkoort says, calling the notion of not re-wearing an outfit an anachronism. She highlights that many young brands are already adopting a strategy of producing less, recognizing that true sustainability lies in reducing output rather than pursuing constant expansion. This approach, she suggests, is the key to a more responsible and enduring fashion industry.

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Najprościej mówiąc: chodzi o to, by produkować mniej. To obecnie jedyne sensowne rozwiązanie i na tym polega największe wyzwanie dla światowej gospodarki.