In a bold move towards promoting sustainability and reducing the environmental impact of the fashion industry, Vestiaire Collective, the renowned global secondhand luxury fashion platform, has declared a second wave of bans on fast fashion brands from its platform. This significant step is part of a three-year rollout to eliminate all fast fashion from Vestiaire Collective’s website, aligning with the company’s commitment to fostering a circular economy.
A Pioneering Initiative: Banning Fast Fashion Giants
Vestiaire Collective initiated this action last year, and the results have been promising. With 70% of members impacted by the initial ban returning to the platform for higher-quality items and secondhand treasures, Vestiaire Collective is doubling down on its mission to transform the fashion landscape.
Defining Fast Fashion and Banning Key Players
To streamline the ban on fast fashion, Vestiaire Collective collaborated with a committee of nine fashion and sustainability experts. This committee meticulously defined fast fashion based on five criteria contributing to overproduction and overconsumption. Today, Vestiaire Collective proudly announces the banning of 30 brands, including industry giants such as Abercrombie & Fitch, Gap, H&M, Mango, Uniqlo, Urban Outfitters, and Zara, among others.
Five Criteria for Defining Fast Fashion: A Holistic Approach
The criteria include considerations such as low price point, intense renewal rate, wide product range size, speed to market, and strong promotion intensity. Vestiaire Collective’s commitment to sustainability extends beyond its platform, as it strives to raise awareness about textile waste and fashion overconsumption, urging other fashion players to join the mission for industry-wide change.
Expert Committee: Guiding the Change
The nine industry and sustainability experts on the committee were selected for their deep understanding of fast fashion’s negative environmental and social impact. Notable members include Orsola de Castro, Co-founder of Fashion Revolution; Rachel Cernansky, Senior Sustainability Editor at Vogue Business; and Eva Kruse, Chief Global Engagement Officer at Pangaia.
Empowering Consumers Through Education
Vestiaire Collective recognizes that banning fast fashion alone is insufficient without conscious consumer choices. The company has introduced an educational journey for buyers and sellers, embedding informational messages throughout the shopping and listing experience. Additionally, an online guide offers practical alternatives for donating existing fast fashion items and insights into sustainability.
Global Campaign: “Think First, Buy Second”
To amplify its message, Vestiaire Collective is launching a global campaign titled “Think First, Buy Second” across digital channels. Leveraging AI technology, the campaign features visuals of clothing piles in iconic global locations, highlighting the potential impact of textile waste. Social media users are encouraged to take the pledge to turn Black Friday into a Better Friday by committing to buying second-hand.
Advocacy and Lobbying for Change
Vestiaire Collective is actively engaged in advocating for change at the legislative level. The company has drawn up a position paper supporting the creation of an Extended Producer Responsibility (EPR) framework for textiles. Addressing the European Parliament, Vestiaire Collective calls for greater transparency in the regulation of end-of-life and textile waste exports.
As Vestiaire Collective takes a strong stance against fast fashion, the company positions itself as a catalyst for industry-wide transformation, advocating for a more sustainable and responsible approach to fashion consumption.
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