Is 90's fashion the answer to ending a linear economy within fashion?

To put it simply, no. 90’s fashion is not going to save the fashions industry’s immense negative impact on the environment and sustainability. However, it has sparked a great interest in something special- Second hand/Vintage clothing!

Shopping second hand has been around for many years as a popular way for people to give unwanted garments a second chance with someone else at a fraction of their original price for many years. However, ‘second hand’ clothing has become a buzz word. You may have seen a surge in the word ‘vintage’ or a rise in demand for ‘90’s fashion’ but how does this correlate to a decrease in linear economy? Well, the typical fast fashion route relies on linear economy as the garment’s product life cycle is shorter and the end use is typically directly into wasteland. This is extremely damaging to the environment and biodiversity.

With a rise in demand for 90’s aesthetics and clothing, a more circular economy has been formed through the help of modern platforms such as Depop, Ebay and Vinted. They allow anyone to sell their unwanted clothing through apps and websites, creating a popular space for ‘vintage 90’s’ pieces to circulate. From designer items to random pieces from the 90’s, consumers are drawn to the idea of wearing a garment or item from past decades in honour of such an iconic and idolised era.

Platforms such as Depop, vinted and Ebay have created a more modern version of a circular economy. Unlike charity shops where you must physically enter the store to look at a range, you are now able to purchase second-hand garments from anywhere in the world. It has made second-hand shopping a global phenomenon.

Of course, the 90’s fashion aesthetic does not have a completely positive impact on the environment as fast fashion brands have recognised its demand and have begun producing garments with repeat design inspiration. Furthermore, people selling clothes from fast fashion lines and labelling them as ‘vintage’ makes the circular model much harder to achieve as those same clothes fail to have a longer life cycle and end up into landfill too.

Brands such as Pretty Little Thing have even opened a ‘marketplace’ where customers can sell second-hand garments similarly to Shein who have followed a similar path. This is only ironic of fast fashion companies as they are clearly trying to copy platforms such as Depop, vinted and Ebay. It is extremely important to debate whether these fast fashion companies have the same intentions as creating a more circular economy (which their business model contradicts.)

To what extent do you believe 90's fashion is helping to create a more circular economy in fashion?

• It has a big impact
• A little impact
• No impact at all
• Negative impact

What do you think? Thank you for reading!- Mia Mazzocchi:)