As 2024 unfolds, sustainability continues to shape the future of fashion — not as a passing trend, but as a fundamental shift in how we consume and value clothing. With growing awareness of climate change and ethical labour practices, British women are increasingly embracing eco-conscious choices in their wardrobes. From circular fashion models to innovative textiles, sustainable style is no longer a niche — it’s a necessity.
Advertising
One of the most significant developments this year is the rise of regenerative fashion. Unlike traditional sustainable practices that aim to “do less harm,” regenerative fashion actively restores ecosystems. Brands like Stella McCartney and Reformation are leading the charge by sourcing materials from farms that use regenerative agriculture — improving soil health, capturing carbon, and supporting biodiversity. For example, McCartney’s 2024 spring collection features traceable wool and organic cotton grown using regenerative methods, setting a new benchmark for transparency.
Another major trend is the expansion of rental and resale platforms. Services like By Rotation, HURR, and Vestiaire Collective have seen a 65% increase in UK users since 2022, according to a recent report by ThredUp. These platforms allow women to wear high-quality, designer pieces without the environmental cost of fast fashion. “Renting a dress for a wedding reduces its carbon footprint by up to 80% compared to buying new,” says sustainability expert Dr. Emily Carter from the University of Exeter. As second-hand shopping becomes more socially accepted, even luxury brands like Net-a-Porter have launched resale sections.
Material innovation is also transforming the industry. In 2024, we’re seeing a surge in bio-fabricated textiles such as mycelium leather (made from mushroom roots) and Piñatex (derived from pineapple fibres). London-based brand Ananas Anam has partnered with major retailers to bring Piñatex handbags and footwear to high street stores. These materials require fewer resources, are biodegradable, and offer cruelty-free alternatives to traditional leather.
