The Fight Against Waste Couture Continues
A thought-provoking campaign video has been circulating Instagram where clothing falls from the sky to create a sea of fast fashion in Times Square, where billboards displaying brands H&M, Zara, Gap, and Uniqlo light up the streets. Along with the video, Vestiaire Collective shared a shocking statistic: “92 million tons of textile waste is discarded yearly.” That’s enough to fill the Empire State Building, the Eiffel Tower, Buckingham Palace, and more daily. The brand encourages consumers to “Think First, Buy Second” and support its message as part of its circular fashion movement. The campaign also included a giveaway where five €400 vouchers were given to participants who joined the movement.
A year ago, Vestiaire Collective – a Paris-based luxury global resale site for pre-loved items – made a bold move by removing all fast fashion brands from their platform. Now, they're taking it a step further by banning several other brands that meet their criteria for fast fashion. The company has formed a committee of fashion industry experts who are responsible for making crucial decisions and ensuring that they remain ahead of the curve.
Experts have established several criteria that define a fast fashion brand. These include a low price point, a high renewal rate based on the estimated number of new items dropped yearly, a wide range of products available at any given time, and quick turnaround times from design to market. Additionally, frequent and intense sales promotions are a key feature of this type of brand.
This results in 30 brands being banned from their site for a true fast fashion purge. Business of Fashion says “over 100,000 items have been removed from the platform” to implement the new policy, impacting more than 30,000 active sellers. While some have raised concerns that this new model may affect Vestiaire Collective's profitability, the company's Chief Impact Officer, Dounia Wone, says the real goal is to stay true to the company's values. “The purpose is not to say how much money we can take out of it; the purpose is to say, if we don’t believe in this model and if we continue to sell it, we are not true to our values,” she says.
As a brand that advocates buying less and raising awareness of the impact of overconsumption and overproduction, Vestarie Collective has gained worldwide recognition and influence. By promoting these conversations and actions, the brand encourages people to embrace a more sustainable lifestyle and puts pressure on retailers to do better.
But to be frank, there are small resale businesses and rental platforms like Tulerie that have never allowed fast fashion on their sites. At Tulerie, we’ve always been committed to fostering a community built on luxury and quality pieces, and we will never allow fast fashion to be rented. When you become a member of Tulerie, you know that our focus is on quality over quantity, and we encourage a culture of borrowing and buying less.
We appreciate the efforts made by Vestiaire Collective in prioritizing sustainability in an industry that is heavily focused on consumerism. However, it's important to note that small sustainable businesses and luxury-based rental platforms have been pushing for this conversation long before it became a trending topic.
As we approach the peak of holiday shopping and fast fashion brands tempt us with their speedy shipping and low prices, it's more crucial than ever to reflect on our shopping habits. Vestiaire Collective’s “Think First, Buy Second” message resonates with us. The season of shopping doesn't mean everything must be bought new. Sometimes, the most powerful statement we can make is to choose not to buy.
-As always, elevate your wardrobe with respected fashion and embrace the shift in style.
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