Zara is one of my favourite high-street brands, and this is a very popular opinion amongst people my age. While they are able to offer more contemporary and runway styles at affordable prices, it’s important to consider how much both we as consumers, and Zara as a company, think about the sustainability behind the brand.

I received an email yesterday morning off Zara, titled ‘JOIN LIFE SS20 | Working towards sustainability’, and whilst I am encouraged that Zara is attempting to change the way they operate and grow as a company, I am also faced with the dilemma, as to whether or not this is simply a green-washing stunt.

The email went onto discuss their new label ‘Join Life’ and how it is committed to producing and processing garments by using more sustainable raw materials, such as recycled polyester and ecologically grown cotton.

This is always a positive statement to hear, but I have questions.

1. If they are capable of producing one range of clothes sustainably, what about the other collections?
2. Will this label cost more than other ranges, simply because it claims to be ‘sustainable’? – And if so, is this simply just a marketing strategy, rather than a direct approach to tackle sustainability?

I am torn. So I decided to dig a little deeper.

Back in 2019, Zara announced that all of its collections will be made from 100% sustainable fabrics before 2025. And so long as this is actioned, it answers question number one.

The fashion chain also announced that by 2025, 80% of the energy consumed in their headquarters, factories and stores would be from renewable sources. They also said that their facilities would produce zero landfill waste and that by 2023, the viscose used would also be 100% sustainable.

With less than five years to go, Zara have set themselves fairly challenging goals. However, they are also perfectly achievable. Only time will tell.

So, when it comes to my original question, ‘How Sustainable Can Brands Like Zara Really Be?’, I remain optimistic that they can and will convert to becoming more sustainable. There is, after all, nothing stopping them.

Equally, Zara will always be a ‘fast-fashion’ brand, and the ideas of being both sustainable and fast-fashion are conflicting, which if anything raises more questions which I have posed below.

1. In an aim to becoming more sustainable, will the brand produce less collections per year? Surely this is the only way to over-come their fast-fashion status, whilst tackling sustainability.
2. If so (to the above), how would consumers react to this? Would they understand the reasoning behind having less choice, or would this simply create chaos and large profit loss for Zara?
3. If not, how does a brand continue with it’s fast-fashion status whilst remaining sustainable? Is this even possible?

I would love to hear Zara’s response to my questions, and so have therefore sent this to them via DM on Facebook. Here’s hoping I might actually get a response!

What do you think? Let me know in the comments below ⬇️🌱