To receive the Luxiders Newsletter, sign up here.
On September 30. 2021, the global fashion shopping platform, Lyst, launched its 2021 conscious fashion report. The report is the result of a year-long cross research, consisting of quantitative data, such as Lyst’s sales and search metrics, Google data, social media tracking and press coverage and qualitative data which was gathered through interviews with eco-conscious agents. To embrace sustainable-driven designers and understand better in which way and to what extent the fashion industry approaches sustainability, the report identified and analysed trends, movements and ideas that are influencing the contemporary sustainable fashion landscape. Luxiders outlined the main highlights of Lyst’s 2021 conscious fashion report below for you. Besides, each movement of the report promotes an emerging eco-conscious designer, who are also featured, by the photos of this article.
Lyst stated in their report a shift within the streetwear scene towards a more sustainable production, which is propelled by customers’ increasing environmental consciousness. Customers’ demand for recycled sneakers grew within one year by 55 %. Moreover, the report highlighted the importance of celebrities when it comes to influencing customers’ purchasing decisions. For instance, Lyst reported that page views for vegan sneakers rose to 67% after Billie Eilish’s collaborated with Air Jordan on a pair of vegan trainers in September 2021.
Lyst made clear: Upcycling is not just good for the environment, but also trendy. More and more fashion designers reuse vintage clothes for their new collection, thereby awarding old and forgotten pieces a new life and glamour. Upcycling is not just preventing wastefulness but is also many designers’ biggest asset. The number of consumers, who are in support of upcycling is rising daily. Social media platforms help build communities and spread the message. For instance, the hashtag #deadstock on TikTok generated over 9,5 million views.
Looks is not the only thing that matters anymore! According to the 2021 conscious fashion report, fashion fans’ standards increased. In their eyes, garments should be made for life. For instance, the demand for handmade, artisanal and craft pieces rose by 13%. Besides, the number of searches for brands that offer repair services for their products has spiked by 146%. Consumer demands did not stay unresponsive. In return, many designers sought to improve the quality of their products and by encouraging their customers to take better care of their clothes.
Fashion lovers are increasingly looking out for more sustainable and vegan materials and plant-dyed pieces. In order to satisfy these demands, fashion brands sought help from the field of science. More and more nature-friendly materials are developed in laboratories. The vast amount of new innovative ideas is exhilarating. Materials are reaching from fruit-based over mushrooms-based materials to fabrics made out of eucalyptus pulp and seaweed powder.
Overproduced fast fashion was yesterday. Nowadays social media platforms enable brands to form strong communities, with whom they can stay in close proximity and exchange. This way of communication enables a pre-order and made-to-order system. Not just nature loves it, but also consumers love it. Lyst stated a demand growth of 64% for pre-order items on its platform during the last year.
Alongside sustainable designers are brands that are guided by spirituality. These brands experienced a vast increase of customers, who perceive clothing as a crucial part of a considerate and purposeful lifestyle. There has been more demand for healing and energetic materials, especially within the jewellery section. For instance, searches for jewellery pieces made from crystals rose 44%. Protecting nature and people is certainly great karma.