(Bloomberg) — Fashion giants including Nike, H&M, Armani and Chanel have signed onto an agreement intended to curb the apparel industry’s environmental impact.
The pact, spearheaded by Gucci-owner Kering and a French environmental ministry, is one of several private-sector accords set to be unveiled as President Emmanuel Macron prepares to host the G7 summit, which takes place this weekend in Biarritz, France.
Companies signing the pact produce nearly 150 brands and represent more than 30% of the fashion industry’s output by volume, French officials said in a press briefing. The brands agreed to targets including elimination of disposable plastic packaging by the end of the next decade and becoming carbon-neutral by 2050.
Recent years have seen fashion companies race to show consumers and regulators they’re willing to fix their damaging impact on the environment, but efforts have not offset the industry’s rapid growth. Fashion is responsible for roughly 8% of the world’s carbon emissions, a 2018 Quantis report found — as well as water pollution from fabric dyes, chromium used to tan leather, and pesticides from growing cotton.
While fashion makers have been working separately to improve practices, “taking a united approach will lead to deep change,” Marie-Claire Daveu, Kering’s chief sustainability officer, said.
Real Business Problem
Fashion companies have incentives to tackle climate change and protect the environment that go beyond just doing what’s right, Daveu said.
“Fashion owes everything to nature,” she said. “If we can’t find good quality supplies of materials like cotton and cashmere, in addition to ethics you have a real business problem.”
Other targets in the agreement include transitioning to 100% renewable energy by 2030, providing incentives for suppliers to do the same, and ensuring brands do not contribute to the loss of natural forests.
Participants include retailer Carrefour, Zara-owner Inditex, Calvin Klein-owner PVH Corp., and luxury names like Burberry Group, Prada, and Hermes International.
LVMH, France’s most valuable company and the owner of brands like Louis Vuitton and Christian Dior, declined to participate.
Getting a critical mass of companies to sign on to the goals sometimes meant compromising on deadlines, Daveu said. A shorter timeline for eliminating plastics, for example, would have discouraged some members from signing, she said.
This Fashion Entrepreneur Is Bringing A Culture-Shift To A Multi-Billion Dollar Market – Forbes
Despite being a $21 billion sector, plus-size women’s clothing remains a market often overlooked by the fashion industry. While statistics show that plus-size is actually the new average, fuller-figured bodies are still largely portrayed as “other” and outside of the norm in fashion. In recent years, customers are demanding that the brands they support reflect their own diversity. This pressure has helped encourage a wider range of sizes by some retailers as well as prompted an increased visibility of different sized models on runways and brand campaigns. While progress is apparent, there is still more to be done to ensure that brands and advertisers represent 67% of the population who fall into the plus-size market segment.
This is why the rise of personalities like, Entrepreneur and Inclusive Fashion Designer Roxy Earle, have caught the attention and loyalty of their audience. Earle garnered popularity as the business-minded, charismatic and body positive wife who stood out amongst the standard cast of slender, affluent characters on The Real Housewives of Toronto. The first plus-sized cast member in the global franchise’s history, Earle leveraged the momentum she was gaining from the show to build a business and movement that disrupts the term “plus-size”. With it comes a new definition that empowers women of all shapes and sizes to declare #MySizeRox.
Since gaining notoriety from the show, Earle has amassed over eighty thousand followers on social media, dressed notable names in Hollywood such as Lena Dunham and Chrissy Metz, and launched an inclusive clothing line with Canadian fashion retailer Le Chateau, in addition to several other brand collaborations.
The key to Earle’s success has been in disrupting the status quo. Here are her steps for how entrepreneurs can break the mold in their own industry.
Think As If There Is No Box
“My greatest piece of career advice is to find the place where you don’t need to change who you are to soar,” reflects Earle. Previously working in the corporate world, she found that she was discouraged from being a freethinker. A VP that she reported to at American Express once gave her pivotal feedback that affirmed that working within the corporate structure was no longer for her. She recalls him saying, “Roxanne you have an amazing personality, we think you’re great but at American Express there is a box. If you want to succeed here, you need to play within the box. And within the box means not being so outspoken in meetings, not being so bossy, not challenging authority.” Yet having this conviction and clear perspective is precisely what Earle believes is the making of a creative who challenges convention.
Disrupt, But Respectfully
Although Earle recognized that corporate life was not her professional path, she still utilizes the skills she previously learned when working with brands today. “At the beginning of my career, I would sit in meetings and I would interrupt people, I had so much in my brain that I wanted to get out and I didn’t know how to effectively communicate. The corporate world taught me when to speak and when not to, how to listen to other people, how to collaborate and when to turn up and turn down the volume of who I am,” she recalls. Earle advises that having a deep understanding of and respect for how formal leadership and corporations function is an invaluable skill when you are building your own brand and partnering with Fortune 500 companies. “When disrupting things, you need to do so respectfully. You can’t just storm in and tell everyone they’re doing everything wrong. You need to find a way to work within the culture of your industry but educate people on why it needs to change.”
Know When To Pivot
Never just a Housewife, Earle recognized that having weekly access to the TV platform’s viewers could be a springboard to catapult her into creating her own ventures. While she initially began with the goal of launching a fashion app, she pivoted away from this tech idea by tuning into the voice of the followers she quickly amassed from the show. She recognized that there was a real opportunity to offer clothing that validated beauty in all sizes. Shopping can universally be a tough experience, but especially for those who have finding clothes they like in their size. With a mission to build the biggest fashion house in the world that is inclusive, Earle understands that the cornerstone of her business is in the experience she provides to her customers when shopping, “instead of being anxiety ridden I can make it fun and fabulous and that is what I’m selling. I am selling confidence.”
Own Your Vision
While some people of influence are okay with collaborating with brands simply for licensing deals, for Earle it is critical that she is involved in the process from end-to-end. As she describes, “I ensure that I am the creative signoff on my campaigns, on my clothes, on things that have my name on them. It’s written into my contracts and it is discussed openly or it’s agreed upon upfront. I make it very clear what my expectations are creatively, what kind of involvement I would like and what authority I have.”
Advocate For Your Consumer
Sitting at the table of these brand boardrooms, she advocates for the consumers she knows have not been spoken to in fashion, “I educate them on the fact that 68% of women in America are over a size 12 and yet, 17% of the brands service them.” Before collaborating, she ensures that her partner’s core values align with her mission while also driving home the why behind her vision. Earle describes, “Everything in the business of curvy women was about a negative feeling. It was about covering up, flattering, there was no fun and joy in it. I feel like I’ve really been able to step into that space, but really be proud to have a brand that fits all women.”
We are so thrilled to talk about what we’ve been up to since launching our video editing app, Filmm! Time has flown by, and it’s already been three whole months since our initial launch. We absolutely love seeing all your creations and it truly inspires us to keep making more cool features. 😎
It’s finally time to announce our new filter + effects pack, Star! This pack is something Elsie and the Filmm team created together. Elsie had a vision for a star-themed pack that is inspired by her daughter, Nova. It features pastel colors and warm textures that are heavily influenced by the ’70s. Including two new filters and five effects, this is the perfect pack for anyone wanting to try something new with their videos, whether that’s a flickering star border, pastel VHS vibe, or large soft stars that slowly fade in and out.
Next up is a brand feature that we’re SO excited to tell you about. We’re calling it Frames and it’s an extension of our Filmm watermark! Using this feature, you can add realistic film frames to any video you choose. Each Frame is named after a filter + effects pack, but feel free to mix and match any way you’d like! With Frames, you can also customize the Filmm watermark to make each video even more personal.
Both Frames and Elsie’s Star pack are available NOW to download! To see more examples of these new features, follow along on our Instagram where we’ll be sharing videos that we’ve created along with some really beautiful user content. If you decide to try out Frames and Star and end up loving them as much as we do, let us know in the comments below or leave us a review on the App Store! As always, we appreciate the support you’ve shown to Filmm and we’re so excited for what’s to come.
Introducing Bombshell Intense Eau de Parfum, a new scent from Victoria’s Secret Beauty. Provocative and powerful, the fruity, floral fragrance has notes of Lush Cherry, Red Peony and Sultry Vanilla. Inspired by the color red, it embodies all the color implies: strength, power, glamour and passion.