Vogue Business: Sustainable Fashion Needs to Take a Leap of Faith. Who Will Lead the Herd?

For Vogue Business, SFF founder Brittany Sierra emphasizes the need for a paradigm shift in the fashion industry's approach to sustainability, advocating for a significant shift in perspective and strategy. She argues for a significant shift in both perspective and strategy, moving away from the traditional focus on short-term Return on Investment (ROI) towards viewing sustainability efforts as essential, long-term investments. Sierra emphasizes the need to adopt new mindsets and methodologies, moving away from the reliance on outdated indicators and methods of the old system when aiming to establish a new, sustainable one.

Sierra also stresses the importance of industry-wide collaboration and support, particularly when brands are exploring innovative sustainability initiatives. She notes a paradox within the fashion industry: brands are often hesitant to support sustainability projects until their effectiveness and scalability are proven, but these projects typically require significant support from these brands from the beginning to demonstrate their potential. This hesitancy, Sierra points out, impedes the progression of pilot projects into standard industry practices, such as water efficiency, textile recycling, and regenerative agriculture. Her insights underscore the urgent need for a more supportive, progressive approach to truly advance the fashion industry towards sustainability.

Read Vogue Business article here.