Throughout the Spring/Summer 2024 International Fashion Week, sustainable fashion has once again become one of the trends. At the show, brands and designers have integrated elements such as environmentally friendly materials and recycling into fashion design, emphasizing not only the new trends, but also the industry's environmental awareness and corporate social responsibility.

Among them, recycled fabrics such as polyester fiber and cotton materials are especially favored by young consumers. The industry believes that this trend of sustainable fashion provides a new option for fashion, and also meets the needs of a new generation of consumers who pursue an environmentally friendly lifestyle.

Trends in the application of recycled fabrics show diversity

With the gradual enhancement of people's environmental awareness, consumers' pursuit of sustainability and environmental protection is becoming more and more obvious, which is increasingly reflected in the fashion industry.

Based on this premise, recycled fashion has become the latest popular trend, among which the multiple application of recycled fabrics has also become one of the important topics.

Organic cotton, bamboo fiber, recycled cotton, Tencel, Avcetate and so on are representatives of environmentally friendly recycled fabrics. For example, this year, luxury brands launched new spring and summer products on Tmall, more than 500 of which were made of recycled materials, including recycled plastic bottles, recycled nylon, and new technology materials.

Luxury brands are playing a leading role in the industry, innovating traditional concepts and conventional materials to promote sustainable fashion.

Prada's Re-Nylon recycled nylon series belongs to the "explosive" favorite of young people. This series is mainly made of purified Marine plastic recycling, and this spring and summer, Prada once again launched a new single product "Re-Nylon recycled nylon medium handbag", which will carry out environmental fashion to the end of the frame.

In addition, Gucci launched its first circular luxury center in Italy this year, aiming to support the creation of circular luxury for the future by redefining the entire value chain, namely products that maximize the use of recycled materials, durability, repairability and recyclability.

Industry analysts have revealed that regenerative fashion will be a staple of international fashion brands in 2024. The strengthening of young users' environmental awareness will also promote the brand's long-term development from the consumer side.

Sustainable development and the sense of environmental protection are constantly redefining the concept of fashion, and the use of natural environmentally friendly organic fabrics, environmentally friendly viscosic materials, recyclable and bio-based materials has become a significant trend in the fashion industry.

Hot regeneration Fashion accelerates product refresh

"Every Coachtopia product comes with an NFC chip, and consumers can see the details of their materials transparently, as well as trade-in and repair services." At this year's Shanghai Expo, Coach's exhibition area brought products with recycled materials and traceable information.

The relevant person in charge of the brand said that Coachtopia is a sub-brand of Coach launched to focus on sustainable fashion, and its products are made of environmentally friendly materials, bags, shoes, clothing and other items are made of recycled and renewable fabrics, and some raw materials come from the corner leather cut by Coach in the process of product production.

"I think it's really interesting to recreate a whole new product from scratch, which is actually a very sophisticated design." An overseas buyer at the Expo site said that the current product replacement is very fast, and the key is the iteration of biotechnology. Industry veterans said that product rejuvenation can mainly be seen from three dimensions, one is to make the whole chain of product production transparent, such as adding traceable information QR code.

The second is to reduce carbon emissions, such as shoe brand Allbirds' tracking of "carbon emissions". Third, new materials bring new ideas in design, such as Hermes once launched a mushroom leather bag made of "mushroom mycelium" Sylvania material, which is especially concerned and popular with young hipsters.

The hot "green" experience is worth mentioning. For consumers, simple changes in products and materials are difficult for consumers to notice, and the "green" experience at this time is very effective.

"From concept to delivery, brands are working on creatively quantifying sustainability into metrics that consumers can understand and deepen consumer perception to assist in purchasing decisions." The concept of sustainability has become more and more iconic on products, and the relevant communication language has gradually become a brand label, which has a positive impact on consumers' acceptance of the brand.

Creative REMAKE continues to thrive

REMAKE, the "remake style" of the hot hipster scene, is actually another interesting form of sustainability. The industry believes that the "RE" series is extending from daily clothing to luxury goods and even high-end jewelry, with great potential.

"I have a good hand, and I can transform old clothes of some sports brands into collages through the front, such as clothes, skirts, small bags and so on." At first, it was purely a sharing of interest, but later fans asked for orders and tried to make REMAKE orders. "It's not about sales. What makes me happy is that so many people share my love for the environment and have received recognition for their design and aesthetic from strangers."

There are more directions for low-carbon life, in addition to REMAKE, at the site of the consumer goods exhibition area of this year's CIIE, we also found the RE.UNIQLO clothing workshop. It is understood that this is the first time Uniqlo has appeared in a special area of the exhibition, in order to continue to build a circular business model. "We offer two services: repair and remake. We remake old and new clothes through creative embroidery and extend the life cycle of clothes."

It is worth noting that this year's Expo Kering Group brought its brand Pomellato's exhibit Re-Loved Chains of fine jewelry necklaces. It is understood that this fine jewelry necklace with a modern design to refresh the precious treasure, is also a wonderful expression of the brand's commitment to sustainable development.

Consumption observation

Sustainable fashion will become a long-term consumer trend

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