Kyiv, Ukraine + what’s greenwashing!?

Kyiv quickly became one of my favorite cities in the world.

It takes more than just great food and shopping for a city to take over my heart. It’s about the attitude it has & an attitude it inspires.

Strong, powerful, resilient and full of history, some of it painfully devastating. But also very colorful, positive, friendly, stylish, sunny and bright. Just being out and about Kyiv streets, you feel inspired to keep going, through and past whatever was holding you back or weighing you down. It inspires to take chances and forget insecurities, because people here push through some hard stuff on the daily basis with a smile and positive attitude.

I find Ukrainian artists, designers and brands to be some of the most chic and creative ones in the world. Creators here aren’t trying to chase world standards – they just create.

Needless to say – I came back to my NYC full of inspiration. I’m more motivated to create and share thoughts, experiences and passion about sustainability than ever before. So thank you all for following along, there’re a lot of exciting things coming soon!

WHAT I’M WEARING

Poshmark-thrifted jacket (originally fast fashion, purchased with a 70% discount and with a tag), thrifted authentic designer bag, Juch (small French shoe brand) sneakers and a gorgeous mint dress by GRASS (local Ukrainian clothing brand).

Photos taken on and around Khreshatyk – the main street in Kyiv – stopping ongoing traffic for photos. Safety first…

GREENWASHING AND FAST FASHION… IS EVERYWHERE

One of the most frustrating, misleading and manipulative trends in the fashion industry today – greenwashing.

Shopping in Kyiv, I frequented Vsi Svoi – a huge retailer carrying all Ukrainian brands, locally designed & produced. Shopping here made me feel excited and confident to make investments. Leaving the store and walking down Khreshchatyk…right next door was a major fast fashion retailer. A little further down the street was another one – we couldn’t escape. Which reminded me…

Fashion publications were recently plastered in headlines of a notoriously bad (to put it mildly) fast fashion label releasing a “conscious collection” made “ethically” from recycled materials, obviously leading to numerous blogger promos. Which is cool (no). Except for one minor detail – fast fashion brands CAN NOT BE SUSTAINABLE.

Releasing 1 sustainable collection doesn’t negate the other 99% of unethically manufactured non-recyclable clothing. What it does well – is create an illusion of positive PR. Look at all the “green” ads in brownish earthy tones, where models roll around fields of flowers in their $10 cotton tees…

For fast fashion brands to inflict change, they need to start: reducing overall production, implementing biodegradable, recycled and organic materials and ensuring no workers are underpaid or abused FOR THEIR ENTIRE COLLECTION. Instead of positive PR, solo sustainable collections should trigger questions – by claiming 1 collection to be truly sustainable, the brand is technically saying the rest of their clothes aren’t, correct? Why aren’t they? What is the reason for the brand to continue unethical practices? What is the purpose of a “green” campaign?

Consumers need to become more savvy in spotting a clear marketing strategy – call out and retract support from brands treating you like an idiot with green ads, false ethical claims, unsubstantiated “save the planet” attitude, strategically crafted slogans…

Consumerism and globalization is a sign of a progressive country today and global mass market chains entering the Ukrainian retail space is a positive sign for the overall economy. But – for me personally, it was sad to see retailers creating cheap copies of crappy clothes right next to Vsi Svoi – a retailer featuring real creativity & art, ingenuity in styles and materials, local flavor and handmade masterpieces and truly sustainable, local production.

SHARE YOUR THOUGHTS

What are your opinions about fast fashion labels releasing “conscious collections”?? Am I being cynical and it’s a step in the right direction or do you agree that it’s a pile of bs??

What'd you think?

Let’s start a conversation. Tell me a little about yourself and what you thought about the post!

About me

I approach this blog as a diary – taking you on my honest sustainable fashion & lifestyle journey, with sustainability aspects I slowly adopt, struggle with and feel passionate about. I’m building INNABOSE.COM to be an informative, visual & creative resource inspiring even the smallest changes in the world.

GENERAL BLOGGING TOPICS YOU’LL FIND HERE INCLUDE

- Sustainable & slow fashion
- Ethical brands & shopping
- Thrifting inspiration
- Unique brands from all over the world
- How to transition your wardrobe to be sustainable

#sustainablefashion

I’m also a Ukrainian New Yorker – having strong pride and patriotism for both: my homeland and my current home . For years, I’ve been on a side mission to capture my stunning NYC and elevate the depth and beauty of my Ukrainian culture, fashion and language (some of my posts are in Ukrainian!)

February 24, 2022 – my digital space shifted to include information about russia’s war on Ukraine, the devastation and destruction my home country is dealing with and the bravery, strength and inspiring spirit they are facing it with. A large portion of my posts today highlight Ukrainian brands, fashion, culture & the strong, incredible Ukrainians making gorgeous clothes you can buy & support local businesses, economy & people fighting for freedom every day. We are also a community who donates to Ukrainian organizations found in any of my recent posts!

#standwithukraine

Inna Bose