Mfair - a yearly fair and circular fashion festival
About this good practice
The production of fast fashion has a huge impact on the environment and on the well-being of people working in the sector. In 2015, 79 billion cubic litres of water were used by the fashion industry, it emitted 1715 metric tons of CO2 and created 92 millions of tons of waste. It is the most labour-dependant industry on earth, where 40 millions of people (1 in 6) in garment factories are being paid a few euros per day.
This is why M-Fair focusses on tangible fair, sustainable and circular consumer's alternatives which are within reach for consumers in the region of Mechelen. Since 2019, we do not only focus on fairtrade but also on second hand clothing, upcycling of clothes, swishing and clothing repair. We involve a wide range of partners from the educational sector in the months before the festival to organise the workshops and a fashion show which presents fashion on the basis of the reuse of materials. By organising a fair with producers and retailers of fair and circular fashion, the city of Mechelen aims to proof that a circular and social consumption model for clothing is not far fetched. Some 20 partners across educational and cultural sector are involved in the organisation every year.
Resources needed
10.000 to 15.000 euro for the organisation of workshops and collaboration with partners, production of communication material, to pay for catering and venue.
1/5 FTE for six months to prepare M-Fair, in addition to other colleagues taking care of communication. Plus many partners/volunteers
Evidence of success
Live editions: 1 to 3000 people visiting the M-fair yearly. 30 to 35 makers and retailers involved, some 20 partners. City wide communication on the specific alternatives for fast fashion in the month before the M-fair (promotion videos on social media, promotion on bread bags and digital information panels across the city) results in 311 people interested on the facebook event, frequent trafic on the website and several articles in local and regional press.
Potential for learning or transfer
Stimulating awareness regarding fast fashion is necessary, by offering people accessible alternatives. A combination of activities and collaboration with partners across the cultural and educational sector is key to reach a broad audience. Mfair is in the meanwhile a household name during the national Week of Fairtrade, and therefore co-subsidized by the national government
Further information
Website
Good practice owner
You can contact the good practice owner below for more detailed information.
