Global fast fashion brands manufacture their newest styles in large quantities every few weeks, producing clothing that will be sold all over the world. The argument that producing such huge quantities of clothing so frequently is socially irresponsible is gaining traction. It causes waste and excess, which harms the environment. Additionally, it stifles designers' creativity in an industry that depends on them by mandating new styles so frequently.
Sustainable fashion refers to the socially conscious production and consumption of clothing. However, the western and Asian fashion industries have received most of the attention in the discourse surrounding sustainable fashion. Africa is only talked about as a place where fast fashion companies dump the tons of used and disposable clothing they produce. By demonstrating how fashion designers in west Africa create their pieces, my research closes this gap.
Fashion houses produce ready-to-wear, or prêt-à-porter, clothing in large quantities as opposed to couture, which is made to order.West African designers create limited-edition ready-to-wear pieces that feature the newest trends in measured quantities, a concept I have dubbed "customized pret-a-porter."This is an example of sustainable fashion that promotes innovation and creativity and uses eco-friendly washing techniques to prolong the life of clothing.s.
Personalized ready-to-wear attire
African fashion has become well-known throughout the world because of the ingenuity of modern designers. On the other hand, not much is known about how their production method supports sustainable fashion.
African designers are likely to encounter political, social, and economic obstacles that reduce output and efficiency in the sector. Many of the designers I studied in West Africa, however, took a different approach to these problems. While the market restricts the potential to scale up production, it actually supports creative sustainable fashion practices.