Zara has just announced the launch of its first sustainable collection called #JoinLife, an extension of their fall line. The offering of neutral-toned jackets, dresses, blouses, trousers, and more are made with materials such as organic cotton, recycled wool, and Tencel, meant to reduce the brand’s environmental impact. “The collection embraces a woman who looks into a more sustainable future,” reads the website.
In addition to the new line, the brand has been making other efforts to be more sustainable. They now ship in boxes made of recycled cardboard, have added clothing donation bins in their stores (with 50 percent of those running eco-efficiently), use 84 percent energy from renewable sources to run their website, and claim that their suppliers respect workers and the environment.
We applaud the fast fashion retailer for taking part in ethical and sustainable practices, but we also wonder about the degree of impact such practices will have when implemented by a fast fashion retailer; after all, that sector of the fashion industry is responsible for a great deal of fashion's environmental problems.
We certainly hope these efforts will make a difference in the company's environmental footprint; every little bit helps. It's possible that some will accuse Zara's environmentally conscious efforts as being greenwashing in an attempt to erase the recent backlash the brand received for copying independent artists and designers, not to mention the general bad rap that fast fashion retailers have gained over the past decade.
Nonetheless, we can't deny that this is a positive step in the right direction for Zara, and hope that other fast fashion retailers will follow suit. We dream of the day this becomes the go-to method of production for all fast fashion, rather than just particular collections here and there.
All in all, Zara's new collection is super cute, and we’re always in support of garments made of sustainable fabrics. Click through below to take a closer look at the #JoinLife collection.