Chinese fashion brands are gradually becoming more welcome to the idea of going sustainable as more fashion experts in the country are encouraging talks about the trend and how it can help attract consumers to the basic framework of sustainability.
One of China's leading fashion experts, Shaway Yeh, is among the local leaders who have been calling for change and adaptability among fashion brands in the country, the South China Morning Post reported.
Yeh, who founded creative sustainability consulting agency YehYehYeh, has been helping raise awareness in China regarding the effects of fashion business operations on the environment.
For years, Yeh studied the difficulties that come with reducing the negative impact of fashion business practices on the environment. While she acknowledged the struggles of reducing the world's carbon footprint, she said it is still possible.
Yeh pointed out that thanks to the efforts of some fashion brands such as Kering and LVMH, China is starting to welcome talks about sustainability in the industry. "Kering seems [to be] the leader right now," she said.
While Yeh has been working with many global brands and learning from their efforts in reducing their footprint on the environment, she wants to prioritize awareness among brands in her home turf.
Unfortunately, for some Chinese fashion brands, the issue of proper guidance, Yeh explained. Many companies in the sector want to adopt sustainability but they don't have enough material to start with.
For Yeh, the transition should also happen among consumers, not just within Chinese fashion brands. She argued that changing the minds of consumers and convincing them to purchase sustainability-inclined products will help raise awareness about the trend.
A particular consumer group that has shown interest in sustainable fashion products in the country is younger Chinese buyers. Yeh doesn't have hard data on the trend but she believes younger consumers have fewer issues with sustainability compared to older groups.
Earlier this month, at the K Generation Talk & Award Ceremony in Shanghai, chairman, and CEO of Kering, François Pinault, said, "there is no sustainability without China," Jing Daily reported.
Pinault noted that small but significant changes are slowly taking the change in the country, with the government also helping in efforts to spread awareness about more sustainable ways to do business.
Other industry experts believe China is on the way towards adopting a more sustainable way of doing business, not just in the fashion sector. Other industries are also beginning to be more open to talks about environmentally-friendly operations.
The world is still far from becoming 100 percent sustainable but industry experts believe Chinese fashion brands and consumers alike can help drive change for the greater good.
