Geo writes on the importance of brand transparency & consumption within the fashion industry. Geo also shares with us the hopes and changes she wishes to see within Aotearoa.
"Consumers are definitely showing up strong and are getting more savvy and conscious with their money. Fashion companies both big and small see this and have been at least trying to take steps in the right direction. I love it when I see companies listening to what their consumers and community are asking for and making changes."
Supporting community and uplifting each other feels more important than ever to me at the moment. My energy and the energy around me feels both low, yet full of fresh ideas and a much needed reset.
I see people really supporting each other in all industries - I have especially been focussed on how this pandemic has been changing the fashion industry. Supporting local, re-sharing work and working collaboratively has taken a real focus and being used in a way to really uplift each other.
We all know that the fashion industry needed a big over haul. We have slowly been seeing brands do this over the past few years which is great, but it can still feel at times a bit performative and has a long way to go for sure. Brands have been trying to work on getting good green credentials, but there are some missing parts to the puzzle to make this feel authentic. The pandemic has definitely had a huge part in making change and I think it’s also pointing to a more community focused approach. People have had to stop, reassess, adapt and now it’s showing us that there’s no time like the present to buckle up and work together to uphold and support each other.
Consumers are definitely showing up strong and are getting more savvy and conscious with their money. Fashion companies both big and small see this and have been at least trying to take steps in the right direction. I love it when I see companies listening to what their consumers and community are asking for and making changes. At times it feels like brands are still not able to let go to the idea of being perfect; working too quickly on something that needs genuine thought and care and rushing through the process just to tick a box.
Everywhere I look it feels like everyone has an organic line or is ‘this’ certified or ‘that approved’ or showing more ‘inclusivity’. Don’t get me wrong, I definitely think this is heading in the right direction but I can’t help but feel like it lacks a bit of genuineness sometimes and its hard to know what to trust. Personally, to get my trust, I want the whole story and that includes the bits that you aren’t doing so well. It might not be easy and there will definitely be some growing pains. It’s definitely not easy to be vulnerable!
I know for sure that I need to practice this more. I have been learning that trying to hold up a high level of perfection is hard and just isn’t realistic. I have to accept that being perfect sometimes sits in a space off fear of getting it wrong, but being safe gets in the way of making mistakes that are actually pretty valuable when you are trying to grow and make change. I think the new model to look to for being sustainable, is to stop striving for perfectionism and let the gaps and flaws show. Then we can show there is willingness and space to grow. Companies are going to need to get uncomfortable -and get comfortable with being uncomfortable!
Please stop shouting your green credentials at me. Take a risk. Let’s talk about what you are NOT doing so well at and ask for help. There are whole amazing communities of people out there willing to support you in this process - some are even experts in the fields that you aren’t doing so well in. Bring these experts in the community along for the journey and give them a platform to shine alongside you. Collectively, together we might just find in time…that this brings a much more holistic approach to bettering the fashion industry.
Written by Geo Gregory
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