Updated: Nov 2, 2020
Color is one of the most important factors when designing, producing, and selling a garment. The decision to buy can be made within seconds of seeing the garment’s coloration and pattern. The trends in color not only represent the current economic scene, but strongly correlate to the societal movements and social changes that are present at a given time. From the feminist movement to ocean conservation and sustainability, colors have found their way to evolve into beautiful palettes that represent the current events and social landscape of today.
When you think of sustainability what colors do you see? The warm neutral earth tones are more than just a vibe, but a tactic through trend to actually reduce the harmful fashion footprint on the planet. This sustainable color trend might be here to stay and the world is here for it!
Color has always played an important role in fashion trends. As our society is constantly evolving and the sustainability movement is progressing, fashion has a chance to begin experimenting with the lack of color. The vibrant hues and loud accents may not be what the world is longing for in a time of environmental crisis and immense change of consumer demand.
THE SUSTAINABLE PALETTE
The colors of fresh air, natural fibers, and untouched resources are gaining popularity as they not only represent a cleaner world, but actually create one as well. By consumers creating the demand for strong ethics and corporate social responsibility, brands may try to accommodate. However once the trend itself is in line with the CSR and ethics demands, there is nothing for a brand to do but comply.
The trend of actually selling the greige goods to the consumer is a way for the company to save money to invest into sustainability efforts, give the consumer what they want, and most importantly, eliminate the use of dyes on certain garments all together. If every clothing company were to eliminate the dying of one style garment from their collection, the negative impact on the environment would be dramatically reduced.
Consumers will understand the beauty of undyed fibers and the variation among them. Along with the undyed garments, natural dyes will be more commonly used as a way to keep consumers happy and reduce the extreme effects of chemical dyes on the environment. The global pandemic has increased the consumer’s need for minimalism and appreciation for one’s surroundings. The beauty of life, the outdoors, and appreciation for the simplest of moments will be understood by the modern-day conscious consumer and applied to their everyday purchases.
THE NEW STATUS SYMBOL
The once flashy and almost opulent representation of high status may take a turn to a more simplistic route and inspire appreciation for construction, quality, and sustainability. Consumer demands are beginning to drift away from unethical garments produced overseas and turn back to the classic American quality of the mid 1900’s. As tensions rise with nations known for poor treatment and disgraceful wages of factory workers, Americans are using the power of their dollar to finally create change.
With consumers gaining excitement about products made in the USA, companies are looking for ways to accommodate. When the dying process is shortened or eliminated from certain styles, so are the costs that go along with it. Producing in America is nowhere near the cost of producing overseas, but maybe this sustainable trend can allow for companies to take advantage of the new cut in dyeing costs and move some production back home.
Wearing an undyed garment with beautiful construction and attention to detail may be the future of the high-status fashion world that we have all been waiting for. It’s time to keep an eye out for the trend to unfold and aid in its growth with the power of your dollar to support those who will support you.