Lily Cain-Jones

About Lily Cain-Jones

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people

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Gen z was the first generation who had access to the internet all day everyday getting  the name of digital natives.McKinsey & Company (2023).They are people born from 1995 to 2010. as consumers they do everything online from shopping, texting, reading and dating. As gen z has had the internet from birth they don’t know any different so its not as exciting, so not only will they use their phones to shop  they will go to department stores, boutiques, charity shops etc, but comparing to millennials it was a new thing and it was exciting, meaning they are shopping more online then gen z Mckinsey podcast (2020). 

More diversity and opportunities for people is what gen Z are wanting, McKinsey & Company (2023) furthermore wanting more brands who are sustainable and aren’t greenwashing. 18% of the worlds greenhouse gas emissions comes from animal agriculture and Stella McCartney notices this and is 100% a vegetarian brand and has been since day 1, (stella McCartney sustainability 2001) the brand  doesn’t use any fabrics that come from animals like leather, fur, feathers.  Furthermore One of there most popular bags, the logo bag, is hand crafted/ made in Italy which is so much more environmentally friendly and sustainable. Grewal. J (2023,about stella McCartney), unpublished. This Is a good step in the right direction.

The average body size is a UK 16 Franklin.C,(2023)exploring identity and Challenging dominate culture Demands of all human) unpublished, in most catwalks you see your average size 4 or 6 white woman. However Fenty beauty and savage x Fenty shows different races and different sizes not just the same white women over all the adverts. Its 300% more likely for people to buy clothes for example if its advertised on someone who looks similar to the consumer. Franklin.C,(2023 exploring identity and Challenging dominate culture Demands of all human) unpublished, Fenty beauty has 50+ shades of foundation for everyone and for people who didn’t feel heard in the beauty community. Fenty beauty encouraged other brands to do the same and have a 40 shade foundation minimum this was called the “Fenty effect” Fetto. F (2020). Skills a brand needs for it to be successful comes under the 5 IDGs to transform industry’s to help sustainable development. Aging is goal number 5, the goal is all about having the courage and optimism to break old patterns (Inner development goals 2020). In relation to this Patagonia only uses sustainable materials and makes sure that customers know that if the item of clothing is worn or torn they will help repair, to break the old patterns of other brands. 

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planet

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 In the fashion industry the planet has been in areas of conversation for years now, about how the making of garments and the waste of garments are just not sustainable to the world and its ruing it as we know it, the industry as a whole is a major contributor of co2 emissions in the atmosphere. To put that into perspective 1.2 billion co2 emissions comes from the fashion industry (Katerina Rimarcikova, Monday lecture, 12:15-13:15). Furthermore these emissions aren’t stopping there, its predicted that the co2 emissions are to rise 60% by 2030(Katerina Rimarcikova, Monday lecture, 12:15-13:15). This in relation to fashion is associated with how sustainable the different processes in the fashion industry are. For example the different materials used in garments, the waste of products, also the types of social aspects within the inhuman working conditions.  (Henninger, C.E., Alevizou, P.J. and Oates, C.J., 2016. What is sustainable fashion?Page 11) 

The system of circular economy is when materials are to never become waste. The old materials can be used for other measures in society for example reuse or recycled or even refurbishment. Ellen MacArthur foundation (2010)what is circular economy?  Currently in this economy materials are taken to make garments and then eventually thrown away as waste when they are either old or disliked. Ellen MacArthur foundation(2010) what is circular economy?, these products are normally thrown to landfill and those garments on the landfill creates co2 from just laying there. furthermore making the soil unable to adapt meaning the farmers having to put toxic chemical treatments on the soil to accelerate the growth of the crops, this is one example.(Katerina Rimarcikova, Monday lecture, 12:15-13:15).

figure 1: sustainable development goal: responsible consumption and production. ( https://sdgs.un.org/goals/goal12)

The united nations were working towards how as a collective of people can make the world a more sustainable place. In 2015 the united nations summit approved seventeen SDGs to work towards as a 2030 critical plan (gwilt,A.(2014),A practical guide to sustainable fashion) the sustainable development number 12 Responsible consumption and production. The goal is about making sure that sustainable consumption and production patterns for a dependable livelihood for the future. (sustainable consumption and production,2020) The fashion industry needs to take charge now and cut down 50% of their emissions (Katerina Rimarcikova),to contribute changes according to the SDG 12 to insure a more sustainable outcome for the environment and planet. In example to this SDG, Nona source, backed by Louis Vuitton and Dior, reselling unused and dead stock fabrics to smaller and emerging brands to reduce the amount of waste. ( Moran, G. 2022 Drapers, Sustainability Report)

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my favourite fashion brand

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Off-white, is an Italian luxury founded by an American designer Virgil Aboh. The company was incorporated in Milan in 2012. Street stars from all around the world wear Virgil’s creations, for example he worked closely to Hailey Bieber and created her wedding dress, he was also working with kylie Jenner back in 2019 to create her Met look for 2020 but unfortunately covid-19 struck, later on, Virgil died and kylie Jenner wished to Honour Virgil inthe Met Gala 2022. 

For his men’s Spring 2020 show, Virgil focused on the negative effects of plastic and saving the environment. According to him, “Plastic: once hailed as a miracle material, now condemned as a major pollutant — and possibly about to be considered a work of art.” The show’s invite was a clear plastic invitation with the word’s “plastic” printed on it.  Abloh believes plastic can be recycled and used to create something beautiful, such as art. Plastic even made its way in the collection with plastic rain gear and a hazmat suit.

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