In recent years, as environmental awareness has increased, some terms have been frequently mentioned - consciousness being one of them. We can define consciousness as the integration of information: the more information we receive and perceive, the more conscious we can become, shaping how we respond to the world around us. But how does this concept translate to the fashion industry?
Since the Second Industrial Revolution and the beginning of mass production, society has consumed without much intention. However, consumption habits are shifting. People are now more aware of what they buy and of the conscious decisions made by the brands they support. As individuals, they understand their change is almost unnoticeable, but as a collective, there is a significant impact.
We can describe levels of consciousness by how aware each person is of the environment around them, and the same applies to brands. A brand’s level of consciousness revolves around its awareness of its own impact and its efforts to minimise it.
Lately, brands have become increasingly concerned about their impact on both the planet and society. Yet it is easy to get lost in the terminology: ethical, sustainable, and now, conscious. So, how are these terms different, and how do they relate to one another and to the fashion industry? That is what we are about to explain.
Every act of consumption carries social, economic, cultural, psychological, and environmental impacts. Ethical practices relate to the social conditions of people involved in the process, while sustainable practices refer to environmental impact. Consciousness brings both together. It’s about caring where your products come from and who made them, respecting the planet and its people while reducing the impact the product will have.
When applied to the fashion industry, conscious brands design products that support global systems and consider the social and environmental consequences of their work. They make efforts to reduce their [impact now and for future generations](https://www.insidefashiondesign.com/post/what-is-conscious-design-and-how-do-i-achieve-it-4-key-elements-you-need#:~:text=Conscious design is ethical%2C sustainable,involved in creating said fashion.), building a strong and mindful legacy. Brands need to be conscious in their designs, chosen materials, the durability of the pieces, and how each item is produced and where. They must make conscious decisions at every step of the way by being aware of the impacts at each stage and acting accordingly.
Sources:
What Is Conscious Consumption, And Why Is It Important? | The Momentum
What Does it Really Mean to be Conscious? | Ruth Dillon-Mansfield
What is the meaning of conscious consumption? | The Pilot Group
