With the rise of a new generation that dictates its own philosophy of life and the rules of the game to the market, not only the demand but also the supply of sustainable fashion is constantly increasing.
According to various surveys, as many as two-thirds of shoppers worldwide are willing to pay more for sustainable goods because they are looking for brands that align with their values.
The result of the zero-waste philosophy is a changed approach to packaging and the supply chain
“Gone are the days when the public looked casually at the waste of single-use packaging and plastic floating in our oceans and forming giant mountains in landfills – the new generation has introduced a zero-waste philosophy, which not only brand creators, but also the politicians of the country must take into account.
Arch photo of the organizers/Agnė Verbickienė
Encouragingly, colleagues in the European beauty industry are also paying close attention to what is in the products they distribute and how the ingredients used get to them – an ethical and transparent supply chain has become a cornerstone of the sustainability trend.
Those brands that can do this proudly display the origin of their ingredients and their journey from the farm or laboratory to the beauty package on the bathroom shelf.
And we already have the result, as Europe and the brands founded and operating here are zero-waste leaders, the first to offer refillable beauty containers, biodegradable packaging and environmentally friendly innovative products.
By the way, it is interesting that the previously praised glass container is giving way to recycled plastic packaging, because there are 4 important reasons for this, named by scientists and sustainability experts”, – says A. Verbickienė about the currently prevailing trends.
According to her, the advantage of plastic packaging can be divided into the following several categories:
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Less environmental pollution
Scientists have found that the production of plastic packaging emits one-third to one-quarter less greenhouse gases than the production of similar glass packaging.
In addition, plastic has an advantage over glass in almost every environmental category studied by scientists, as such packaging releases fewer carcinogens and pollutants into the environment and water.
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Less CO2 is generated
in 2021 A McKinsey&Company study on the impact of plastics compared the indirect and direct emissions of plastic and its alternatives, and found that out of 14 different materials, plastic had the lowest CO2 footprint in thirteen of the cases studied.
This is because plastic tends to use less energy to produce (especially compared to glass), and the lightness of plastic means fewer vehicles are needed to transport products to the factory and store, which means fewer emissions are released into the environment on a daily basis.
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It is safer because it breaks less often
Plastic is practically unbreakable, which means that when transporting beauty products packed in plastic packaging, in the event of an accident, it is possible to avoid not only damage to nearby products, but also broken glass, which can be difficult to collect and properly dispose of.
Physical contamination of glass is considered a major safety hazard, so during transport, glass packages are usually protected by additional plastic or paper packaging, which in turn increases the amount of plastic thrown away.
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A circular economy is being developed
Plastics contribute to the circular economy because, due to the materials they contain, such packaging can be recycled again and again – Sustainable Packaging Coalition 2021-2022. according to research data, almost 90 percent households have the opportunity to sort and return HDPE and PET materials for recycling.
“Such a change is not just another passing trend – it is a fundamental shift in consumer expectations and a movement initiated by the new generation, which demands a rethinking of the criteria set for beauty products in order to reduce the consequences of our consumption.”
To put it another way: consumers have finally gained real power to dictate their terms to manufacturers, so more and more responsible businesses are packaging their beauty products in biodegradable, recyclable or refillable plastic packaging, and the products themselves are being designed to be properly dosed and overconsumption is avoided.
For example, the capsules of our applied vitamins for hair easily disintegrate in water and do not release harmful substances, and their dose is exactly what is needed for one time – no more, no less. It is friendly to the user’s pocket, and the planet sighs more easily”, – why such a solution was chosen, says A. Verbickienė.
Another sustainability trend is new technologies and innovative materials
But not only the beauty industry, but also the fashion industry has to adapt to these changes. In order to support sustainability, in 2022 March. The European Union (EU) has implemented a new strategy for sustainable and circular textiles, which focuses on the need to incorporate circular economy principles into the business models of the textile industry, which would reduce waste and pollution and improve working conditions for those working in the sector.
One of the main elements of circular fashion is to design clothes with durability in mind, so well-known brands and designers are increasingly using high-quality materials and construction methods to make clothes last longer and not need to be changed as often.
In addition to sustainability, circular fashion also initiates practices such as clothing repair and maintenance services, which not only reduce waste, but also promote attachment to a favorite combination of clothing, making people wear it longer.
“Recycling is another important component of the circular fashion and beauty industry, so innovative ways of recycling textiles are being explored, turning old clothes into new fabric, a method that reduces the need for primary resources and reduces the environmental impact of fashion production.
Consumers want to know where their clothes and cosmetics come from, how they are made and what impact they have on the planet, they are looking for information about the source of materials and ingredients, ethical labor practices and the carbon footprint associated with the manufacturing process.
This change in consumer behavior is changing the way fashion is consumed, emphasizing quality over quantity, sustainability over disposable use, so trend forecasters unanimously agree that innovative and sustainable fabrics, and new technologies in general, will play a particularly important role this year,” – about the changes says designer R. Rimgailaitė, who creates clothing collections from recycled fabrics.
According to her, the impact of technological breakthroughs on the clothing industry can already be observed: 3D knitting technology is becoming popular this year, which allows creating clothes with a minimum amount of waste, innovative digital printing methods reduce the need for water and chemicals for textile dyeing, and artificial intelligence (AI) promotes sustainability by optimizing supply chain management.
In other words, machine learning algorithms can more accurately predict demand and reduce excess inventory, not to mention that artificial intelligence is also used to reduce energy and raw material consumption.
“Technological innovations are also improving the consumer experience, such as virtual fitting rooms and augmented reality experiences that allow customers to imagine how clothes will look and fit them before purchasing them.”
This not only eliminates the need for physical visits to the store, but also helps reduce the amount of returned purchases, which is an important source of waste in the fashion industry and a headache for environmentalists and innovators seeking to replace conventional fabrics with environmentally friendly materials,” says the sustainable clothing designer, emphasizing that already designer collections now feature clothing made from recycled polyester, organic cotton, and plant-based alternatives, such as piñatex, vegan leather made from pineapple leaf fiber, or mushroom-based textiles.
By incorporating these innovative materials into their collections, clothing designers and manufacturers can offer environmentally friendly options, as these materials often require less resources and reduce reliance on traditional textiles.
“Ring fashion and ring consumption in general is this year’s “hottest” trend”, so the idea of contributing to R. Rimgailaitė’s model created from recycled materials and thus conveying her idea of sustainability came about quite naturally.
In fact, we weren’t the only ones involved, between March and April, people brought empty tablets of the hair vitamins that were used to make this costume to the pharmacy chain.
It, along with the rest of the “A Myth About Love And Obsession” collection, was presented by the designer at the recently held Riga Fashion Week, where it received a lot of attention, which only once again shows that if we are brave, smart and visionary, there is hope for our world and there are still for future generations”, says A. Verbickienė about the need to be responsible towards nature.
