Fast fashion has been at the forefront of Zara’s brand identity; what hasn’t is its business ethics or commitment to sustainability. Those finer points may have gotten lost in the shuffle as the retailer giant built a reputation as a chain that could mass produce trends in real time, much to the delight of its avid shoppers.
Now, in a move that puts both great clothes and thoughtful consumerism front and center, Zara introduced its Join Life Collection on its website. The lineup, which features a minimalist capsule of contemporary staples, is as stylish as it is smart, though following the lead of fast-fashion competitor H&M, which launched its Conscious Collection in 2012, perhaps long overdue. Nevertheless, the commitment to eco-conscious fashion is apparent throughout the latest collection, which derives materials from organic cotton, recycled wool, and sustainable Tencel.
