The need to live sustainably has never been so apparent. When Vogue Scandinavia launched in August 2021, it revealed Swedish environmental activist Greta Thunberg as its inaugural cover star. In a bold move that speaks volumes about the magazine’s ethos and positioning, Thunberg’s cover outfit consisted of an upcycled trench coat, with the young activist given a platform to speak out about the damaging impact of fast fashion.
Vogue and fast fashion
As the world’s leading fashion magazine, Vogue has played a clear role in setting and spreading the fashion trends that over the years have given rise to ‘fast fashion’. The term refers to the seasonal clothing trends that see individuals buying a wardrobe full of clothes in order to achieve the latest look – then moving on to a whole new wardrobe the next season.
To facilitate this, the fashion industry mass-produces clothing at low cost. It uses cheap labour, with many workers enduring appalling conditions in order to get the latest looks to the stores in time.
The impact of fast fashion on the environment is also shocking. The UN reports that the fashion industry accounts for over 20% of global wastewater – equating to about 93 billion cubic metres of water per year. To put that in perspective, that’s enough for five million people to survive on. The fashion industry is also responsible for around 8% of global carbon emissions.
Clearly, it’s time for a change.
The return of retro
As one would expect from Vogue, Greta Thunberg’s interview covered the topic of her own sense of style. The environmentalist explained that she last bought an item of clothing around three years ago – and that it was second hand. The antithesis of the fast fashion industry, Thunberg simply borrows what she needs.
Vogue Scandinavia’s positioning as a more ethically focused fashion magazine adds to a growing appetite in many countries for second hand and upcycled clothing. In the UK, the smash hit BBC drama I May Destroy You did much to put the potential provided by retro clothing into the spotlight (in addition to opening up discussion around some incredibly emotive and distressing issues).
The show’s creator, executive producer and star, Michaela Cole, spearheaded Oxfam’s ‘Second Hand September’ campaign, delivering a series of stunning retro looks in vintage pieces unearthed from the charity’s stores and warehouses. It’s an ethos that is gathering steam, from the NSPCC’s Fashion Re-told campaign to Harrods’ vintage pop-up.
Achieving the retro look
If you’re ready to jump onboard and redefine your style to something more sustainable, it’s time to hit the shops. From charity shops to pop-ups selling vintage bags and accessories, there are treasures out there just waiting to be found. And while you’re building your look, why not take a leaf out of Greta’s book and see what you can borrow. Does your mum have some vintage gems lurking at the back of her wardrobe that haven’t seen the light of day since the 70s? If so, it’s time to haul them out and clean them up, ready for a new era.
Of course, the retro look is about more than just clothes. Retro hairstyles are also enjoying a surge in popularity. According to a recent survey by All Things Hair, 70% of people are fans of retro hairstyles, from the elegance of victory rolls to carefree wavy ponytails.
Vintage hairstyles to inspire your new look
While each decade produces its own hairstyles and looks (sorry, 1980s, but we’re not likely to forgive you for the mullet anytime soon!), the 1950s seem to be emerging as the go-to decade for retro looks that deliver enduring elegance.
Some 1950s looks are easier to achieve than others. We mentioned wavy ponytails above, which are simplicity itself. Tie your hair back, then use tongs to curl your ponytail in two or three sections. Job done!
Other looks are more time-consuming to deliver or simply trickier to master if you’re not used to creating them. If you want victory rolls, for example, you’ll need to master the art of first rolling your hair upward on either side of your parting and then pinning it in place well enough for it to hold. It’s one of those styles that’s easy to achieve once you know how, but it can take a bit of practicing to perfect. The end results are certainly worth it, though.
From pixie cuts to brushed under bobs, there are plenty of retro hairstyles out there waiting to be discovered, so why not spend some time finding the right look for you? It’s all part of the fun!
Going green with your haircare
If a retro revival through sustainable fashion choices is one of the ways in which we can save the planet, it’s worth going all in and opting for a greener approach to haircare as well. There are plenty of options on the market these days. If you haven’t checked out solid shampoos and conditioners recently, do so now! These have come a LONG way in recent years, so even if you tried a couple before and didn’t get on with them, it’s worth checking out some of the latest offerings.
There are some other great eco-friendly haircare options on the market too, these days, from vegan conditioning masques made from all-natural ingredients and supplied in fully compostable pots to subscription services that provide refills every time your products run out, reusing the bottles to cut down on waste.
Is it time for a new you?
Saving the planet isn’t a one-person job. It’s going to require everyone to pitch in. Some eco-friendly choices will be harder than others, so why not embrace fashion and hair as something that you can have some fun with? If you’re used to creating a new look each season, challenge yourself to see just how stylish you can be when you break the mould and say no to fast fashion!
