By Cristina Rivas / Translated by Laura Osuna
"Consumption dynamics are portrayed in society as a means of existence. In reality, every consumption point makes us visible in society, making us validators." – Andrés Astudillo.
In a recent interview, Colombian fashion designer Andrés Astudillo—an expert in fashion marketing and communication with a Master’s degree in Consumer Behavior—shared his insights on reducing consumerism and moving toward a more sustainable industry. According to him, change begins with consumer education and the responsibility of brands to adopt more ethical practices.
Rethinking Consumption: Less quantity, more quality
Astudillo emphasizes that the key to avoiding consumerism lies in "questioning the necessity of each purchase and prioritizing quality over quantity." In contrast to fast fashion culture, which promotes mass and disposable consumption, the designer suggests choosing versatile, long-lasting garments. "If a piece of clothing can be worn multiple times and across seasons, its environmental impact is significantly reduced," he explains.
Furthermore, he insists that brands must play their part in this transformation. "Companies cannot continue producing without considering the consequences. The linear model of manufacturing, selling, and discarding is outdated. It's time to embrace circular economy and responsible fashion," he states.
Sustainable Materials and Innovation
Astudillo highlights that one of the most pressing issues in the industry is material innovation." Planned obsolescence is this mechanism we have where everything is designed to eventually fail because it has been pre-established that way" he points out.
The Making Sense of Sustainability report by Launchmetrics supports this idea, emphasizing that more brands are integrating sustainable processes into their production and that public interest in these topics has grown exponentially. According to the report, conversations about sustainability in fashion generated $618 million USD in media value in the first half of 2022 alone, demonstrating its growing relevance for both consumers and brands.
The Importance of Education and Transparency
For Astudillo, education is the driving force behind change. "If people don’t understand the impact their clothing has on the environment, they will continue consuming uncontrollably," he warns. That’s why he believes it is crucial for both designers and consumers to educate themselves about sustainable practices and make more conscious decisions.
In this regard, the expert highlights the power of transparency: "Brands must clearly communicate where their materials come from, who makes the clothing they sell, and under what conditions. Only then can we build trust and change the system."
The Launchmetrics report reinforces this idea, indicating that social media plays a crucial role in consumer education. In fact, 21% of consumers use these platforms to learn about a brand’s sustainability efforts, particularly those under 35, who rely on reviews and influencer content to make purchasing decisions.
A Sustainable Future Is Possible
Astudillo concludes that sustainable fashion is not a passing trend but an urgent necessity. "The future of fashion depends on the choices we make today. If we learn to consume responsibly and demand greater transparency and sustainability from brands, we can build an industry that respects both people and the planet," he says.
His words reflect an undeniable reality: the shift towards a more ethical and responsible fashion industry is not only possible but essential. The combination of informed consumers, committed designers, and responsible industries will pave the way for a more sustainable future.
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