“There is hope that the Australian fashion industry is moving towards a more sustainable direction,” QUT fashion lecturer Dr Zoe Mellick says.
“Individuals in Meanjin are actively seeking alternatives that align with sustainability,” Cowan adds.
Brisbane’s “resilient” fashionistas are leading the sustainability charge, one market founder says.Credit: Belle Peacock
The number of shopfronts in Brisbane catering to the pre-loved market has increased recently.
“[Sustainable shopping] has become more accessible,” Mellick says. “We have SWOP, where you can buy, swap and sell fashion, as well as pop-up markets such as Love Me Again Markets and The Curated where people can sell their garments.”
Mellick, whose research focuses on sustainability within global textile and apparel value chains, also notes a clear “sentiment shift” around buying pre-loved clothing.
“It was once considered taboo, but now it’s seen as being something to be proud of.”
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Sustainability isn’t the only driving force behind this consumer shift. Cowan believes shoppers’ desire to support local makers and small businesses is equally responsible.
“Markets showcasing vintage items provide a platform for these local businesses, fostering a robust foundation of support within the community … There’s a broader recognition of the importance of supporting small businesses and caring for the environment.
“It’s not just about fashion; it’s a holistic approach to responsible consumerism.”
Over the years, Cowan has had a front-row seat to the city’s style evolution, but one aspect has remained unchanged: Brisbane’s style is unique.
“[Our city’s] fashionistas are resilient, adapting to our Queensland weather, and continue to embrace style even on hotter days … I love how our [Brisbane] crew stays true to themselves and dresses however the bloody hell they want,” she says,
A lover of ’80s fashion, Cowan has noticed a resurgence of pre-loved and vintage surf as well as Y2K-era clothing.
“One of the highlights of the markets is meeting people and admiring the unique outfits they put together – a testament to Brisbane’s fashion creativity and their love for the vintage scene.”
For those yet to embrace sustainable fashion, Cowan’s advice is simple: educate yourself.
“The call is not just to change shopping habits but to take the time to educate oneself and loved ones on the importance of sustainable choices. This educational aspect contributes to a broader understanding of the significance of adopting sustainable practices in everyday life.”
Lil J’s Vintage Market runs on Saturday, February 3, from 9am to 2pm at The Station, 16 School Street, Fortitude Valley.