Everyone in the fashion industry is now talking about sustainable fashion, but most are only scratching the surface of it. The fashion industry is clearly aware of the issue. Environmental problems are on the horizon. But, have fashion companies taken notice of this issue and begun to address it?
People are increasingly aware of the profound environmental impact of fashion item production, which contributes 4 to 10 global greenhouse gases per garment per year, accounting for 1% of total gas emissions. As a result, reducing CO2 emissions, addressing overproduction, reducing pollution and waste, promoting biodiversity, and ensuring fair wages and safe working conditions for garment workers are all critical components of the sustainability matrix.
Let’s make an example of water use in the fashion industry. Water is, as we all know, the foundation of all life; however, global freshwater supplies are depleting at an alarming rate. The fashion industry is heavily reliant on water for survival. From the irrigation of cotton plantations at one end of the supply chain to the domestic washing of clothes at the other, fashion is a thirsty business.
We frequently see brands use “sustainability” as a slogan with no follow-up proof. They are not as transparent as they should be, from material selection to manufacturing.
Have you ever heard about vegan leather? That is also one term which is brought up by certain fashion brands. However leather is a very specific term that is usually reserved for animal products. We can see where the discrepancy between the terms “vegan” and “leather” lies.
Consumers and brands are both experiencing massive shifts at this moment. Consumers must reconsider their fashion needs, purchasing habits, and how they consume fashion products. Rather than accepting all of the information that fashion brands attempt to instill in our minds through various advertisements. Gone are the days of paying for a single item that just looks charming.
Clearly, fashion’s sustainable efforts have fallen far short of meeting the needs of consumers. Even when discussing sustainable fashion, we must expect less in terms of quality and design. However, an emerging brand shows us another possibility, proving that sustainability and aesthetics can coexist perfectly.
Thalie Paris is a pioneer in eco-luxury in France. It was founded in 2020 in the middle of a world pandemic by Nathalie Dionne, also the CEO of SAS Brand Creatives, a creative design studio specialising in sustainable innovation and experiential luxury. This brand desires to explore experiential luxury innovative and recycled materials for french luxury leather goods.
To Nathalie, sustainability is an opportunity, not a constraint to creativity. Thalie Paris has become a living example with her efforts. It is taking recycling to art.
Thalie paris creates handbags for those who do not want to compromise on styling and functionality but understand the importance of not over-consuming while using available resources. Each Thalie bag is designed to sublimate women, privileging ergonomics and movements sensual and durable materials. All the products are made from recycled salmon leather and vegan cactus.
Thalie’s Sushi collection offers bags produced from salmon skin industrial recycling from sushi restaurants in France. The Sushi collection is made of Squama leather; ICTYOS develops this marine leather – a startup incubated at Maison des Start-ups LVMH. Their iconic styles are all Made in France, in order to reduce the carbon footprint.
Thalie embodies Parisian Chic minimalism and takes sustainable luxury handbags to new heights. It shows us that sustainable fashion can be not just a fashion trend or a slogan of the times, but a new possibility that is both practical and romantic based on environmental protection.
In November 2021, Thalie Paris x Sorga launched at the Tech for Retail trade show in Paris among the most innovative players in retail. SORGA blockchain technology has been integrated into Thalie’s bags, whereas an elegant QR code of diamond shape allows us to discover the making of the iconic Livia from the “Sushi Collection” made in France. They are allowing traceability of materials and fabrication, suppliers and workshops. This brand new collaboration makes Thalie Paris a pioneer in transparency in the luxury industry.
Thalie’s sustainability initiatives are not limited to production transparency; It is also committed to conveying the actual fashion and environmental protection concept to consumers through brand promotion.
Since Instagram launched the online store function, the proportion of online consumption has increased at a noticeable rate. Especially during the pandemic and now that it has passed. It is a tough moment for sustainable fashion. We wish to see more brands actively promote fashion’s environmental philosophy through social media.
The content of information dissemination is as essential as the means of dissemination in the age of social media. The fervour for impulsive consumption will always wane, and consumers will become increasingly aware of their specific needs. Soon, simply producing well-designed and produced items may not be enough to meet the needs of emerging consumers, and competition among sustainable fashion brands will become increasingly fierce.
As for whether transparency in the production process will become a “must” in the future, we will wait and see.
In the post-pandemic world of sustainable fashion, it’s not so much that brands target consumers as it seems consumers’ own environmental awareness and aesthetic preferences drive them to brands.
We can see how, over the last decade, sustainable fashion has progressed from a concept to a fashion industry insider’s appeal, and how it has influenced consumers’ consumption concepts. The transformation of the fashion industry is a long path. Still, brands like Thalie achieve environmental protection in production through transparency and actively pass on knowledge of environmentally friendly fashion to consumers as part of this process. Following the emergence of actual consumer needs, the entire fashion industry must adapt to meet those needs and requirements. In general, the popularity of sustainable fashion is growing.
We’re excited to see the new chapter in the fashion industry.
Discover Thalie’s virtual showroom