A single runway show has the potential to generate millions of dollars for a label. An example of this is last season's Christian Dior show which generated $17.4 million in MIV, "media impact value." However, a show like this leaves behind an ignored trail of discarded plastic bottles, decor, and invitations. Although there has been a drastic shift in the fashion industry's psyche towards sustainability in the last several years, this still is no way at present to determine a show's overall environmental footprint.
As more customers become concerned about a show's impact, so do the fashion labels. Over the past few years, big brands such as Gucci and H&M have begun to question how productions are created, where things come from, and where they go after the show. Some fashion production companies, such as Prodject and Vegan Fashion Week, are responding to this trend by producing shows that are more conscious of their waste, recycling, and energy sources. These production teams also tend to be younger and more in tune with how a show is produced, constantly trying to find ways to be high impact without causing as much waste.
Others believe that the overarching problem is the vast number of runway shows that occur. Many argue that the modern customer does not buy into seasons the way a past customers did and a complete overhaul should be done. Others bring up that the larger problem is the air travel required to bring people to the shows, and groups such as Extinction Rebellion have called for London Fashion Week to be cancelled completely because of it. Although Fashion Week will not be cancelled any time soon, the call to action has ignited more needed conversation around the subject.
To learn more, read the Vogue article here.
