Fashion's sustainable future brought to life in new Forum project

Coco Chanel once said, “Fashion is made to become unfashionable.”
So how can an industry become sustainable when the ‘we loved it, but now we shun it’ cycle is embedded so deeply? Do we have to change everything we love about fashion to make it a sustainable, fair industry? Not necessarily.

Last night, amid the glamour and excitement of London Fashion Week, we held a drinks party with Levi Strauss & Co., to launch our joint report Fashion Futures which explores the world of 2025 and the role of the fashion industry within it. More than a hundred fashion industry folk turned up to hear about our four vivid scenarios and view the animations, which bring them to life.

Follow this link to find out what kind of worlds might see cities inundated by second-hand department stores; high-street brands competing on sustainability credentials; people partying in biodegradable, spray-on outfits; and regions where grow-your-own clothing is popular.

We created the scenarios to help companies around the globe navigate the ever-changing challenge of developing sustainable businesses. They compel us to mull over big questions we wouldn’t usually consider when thinking short-term. Like how the industry will react to shortages of cotton and other raw materials – or how people will care for their clothes in a future of water shortages and high energy prices – which raises deeper questions like whether current business models will survive in a retail market that’s very different from today.

We have deliberately avoided making Fashion Futures a read-it-then-shelve-it report. We want companies of all shapes and sizes, from all corners of the globe, to use the four scenarios. We want them to be inspired, perhaps even a little scared by some of them, but hopefully motivated to think differently about the future and excited by the idea that a sustainable fashion industry is achievable.

To this end, we’ve published some workshop materials on our websitewith advice on how to use the scenarios to shape strategy, push for sustainable design and innovation and generate the skills needed for a sustainable industry.

And we’ve brought the scenarios to life with four powerful two-minute animations, which show just how different they are, and how much a sustainable future depends on us taking bold action today.

Fashion Futures has already been put to practical use. Our project partner, Levi Strauss & Co. is using the scenarios internally, to inform strategy and innovation. As Michael Kobori (pictured), LS&Co’s Vice President of Social and Environmental Sustainability said at the launch party yesterday, "These scenarios are so stimulating, we will be sharing them with senior management to inform our broad strategies, with designers to spur them to create more sustainable products, and with all employees to unleash the power of our entire company to think about sustainability."

And we’ve used them to help fashion students understand how to design for the future, working with the great team at the Centre for Sustainable Fashion at the London College of Fashion. Four groups of students from the 2009-10 MA Fashion and the Environment – a diverse and enthusiastic bunch from all over the world - spent their autumn term living and breathing one of the Fashion Futures scenarios, creating new ideas and businesses that would thrive in such a world. They not only produced some great, thought-provoking concepts, which are illustrated in our report, but they also helped us shape the scenarios at one of the critical stages of development.

So this is the beginning of an exciting journey. We’re looking forward to helping our partners and others use the scenarios and we’re excited to hear how other organisations will use them in innovative ways.

Find out more about the Fashion Futures project here: http://www.forumforthefuture.org/projects/fashion-futures