Fashion Faces the Heat: How Rising Temperatures are Reshaping the Industry
The humble handheld fan has emerged as an indispensable accessory this summer, not just for style but as a practical response to escalating temperatures. This shift signifies a broader transformation in fashion, driven by the realities of a warming planet.
In June, during men’s fashion week in Paris where temperatures soared to 41 degrees Celsius, the fashion industry in Europe could no longer overlook the immediate impacts of climate change. Shows by designers like Dior and Rick Owens were rescheduled to cooler morning times, while parasols, fans, and water bottles became essential tools for fashion editors. The collections themselves mirrored a wardrobe evolving to meet a changing climate.
At Dior’s SS27 men’s show, designer Jonathan Anderson unveiled semi-transparent suits made from silk chiffon. Vogue critic Sarah Mower wrote, “No joking: How to dress for the inferno of summer is a real fashion issue to be dealt with everywhere.” Meanwhile, Comme des Garçons Homme Plus featured designs crafted entirely from breathable striped cotton.
Even the couture scene, known for its opulent gowns, adapted to the heat. Fendi presented lightweight kaftans, and Chanel showcased sheer tweed suits, suitable for compact packing. Retail giants like H&M are also adapting, planning to use lighter materials for their autumn collections in anticipation of high temperatures.
At Rick Owens, the focus was on innovation beyond textiles. The collection featured inflatable jackets and pants equipped with mini electric fans, illustrating a new direction in functional fashion. Whether such innovations will become mainstream remains uncertain, but it is clear that clothing must now offer more than just aesthetics.
Emily Gordon-Smith, content director at trend forecasting agency Stylus, predicts a burgeoning market for cooling technologies and UPF clothing, which protects against UV rays. “Consumer demand will quickly outpace brand response,” she notes, highlighting brands like Uniqlo and Bosideng for their advancements in UPF technology. Yet, traditional innovations like paper fans or tech devices have yet to see significant breakthroughs.
The festival scene is also transforming under climate pressures. London’s All Points East festival advised attendees to prepare for dusty conditions, prompting them to bring sunglasses and water bottles. Recent festivals like Maiden Voyage and Boomtown encountered similar dry landscapes, with attendees donning scarves and bandanas to cope. Sustainable fashion advocate Brett Staniland observes that these conditions add new considerations for festival-goers, highlighting the necessity of being equipped for both style and survival.
Extreme heat is affecting more than just fashion trends; it’s impacting the industry’s structure. Paris Fashion Week men’s attendance dropped by 50%, as reported by Staniland. With fewer opportunities for in-person interactions, independent brands face heightened challenges. The British Retail Consortium reported a 6.2% drop in UK high street visits due to the heatwave, emphasizing the broader economic impact.
While fashion adapts, the approach raises concerns among climate activists who argue that adaptation can turn into consumerism rather than addressing root causes. The fashion industry, responsible for 10% of global carbon emissions, risks exacerbating the climate crisis by creating more products. Climate activist Emma de Saram warns that “They’re adapting to a problem that they’re further perpetuating.”
Moreover, the economic divide becomes apparent as not everyone can access climate-adaptive clothing. Fashion professionals working in non-air-conditioned environments are more vulnerable. Fashion climate activist Tori Tsui foresees a point where disruptions will force the industry to reconsider its practices. “The fashion industry has to contend with the fact that change is coming that’s going to affect their business,” she states, urging for preparedness in the face of inevitable disruption.
Original Story at www.dazeddigital.com