Kicking off the recent round of SS20 men’s fashion weeks the luxury Italian giant, Prada, opted to show its men’s collection in Shanghai rather than Milan and Saint Laurent chose Malibu, California instead of Paris. The light-tactic Eiffel Tower was replaced by palm trees and Keanu Reeves - very Point Break - as the male models took to a catwalk that followed the lapping waves of the Pacific ocean.
These trips to far flung destinations, under the pretence of targeting that geographical audience, had become something of a signature of women’s Cruise shows over the past few years. A distraction from the rather boring clothes, brands such as Louis Vuitton, Dior and Chanel scoured the globe for the most glamourous and social media friendly backdrops and flew the fash-pack on one giant jolly in-between the usually rigid calendar of traditional global fashion weeks.
Left - Greta Thunberg, 2019's environmental superhero
Taking a brand and its audience to locations not usually set up for fashion’s extravagance is expensive and indulgent, not to mention costly to the environment. These people won’t be travelling economy. Add everybody from the brand, the models, the buyers and the press and the numbers start to drastically stack up and those carbon emissions multiple.
It seems to go against everything fashion is trying to be at the moment. Fashion is trying to show its less wasteful side and is jumping on the sustainable ‘we-really-care-you-know’ bandwagon and it will be interesting how they will be able to justify these types of extravagant shows in the future. Admittedly, there’s always been travel in fashion, and getting people to see things in one place is an important part of fashion, but it’s this travel for travel’s sake that seems to feel out of step.
The Scandinavians have lead the way on this and Sweden’s ‘flygskam’, or flight shame, movement first came to prominence in the summer of 2017 when the singer-songwriter Staffan Lindberg wrote an article co-signed by five of his famous friends, in which they announced their decision to give up flying. Among the famous Swedes opting for other forms of transport were ski commentator Björn Ferry, who said last year he would only travel to competitions by train, opera-singer Malena Ernman (the mother of climate activist Greta Thunberg), and Heidi Andersson, the eleven-times world champion arm-wrestler. Finland has spawned its own version of the expression, calling it ‘lentohapea’.
When the 16-year old Greta Thunberg joined London’s ‘Extinction Rebellion’ protest this Spring she took the train. She also travelled by rail to the World Economic Forum in Davos and the climate summit in Katowice, Poland.
This Swedish trend is having an impact. Passenger numbers at Sweden’s 10 busiest airports fell 8% from January to April this year, following a 3% fall in 2018, according to Swedavia, which operates them.
A survey by the World Wildlife Fund found 23% of Swedes have abstained from traveling by air in the past year to reduce their climate impact, up 6 percentage points from a year earlier. New words entering the Swedish language include ‘tagskryt’ (train bragging) and ‘smygflyga,’ or fly in secret, to describe those not quite over their budget airline addiction.
People are choosing to take the train for environmental reasons. The stats are clear with trains drastically reducing the levels of CO2 emissions. The average CO2 emissions of 285 grams per air kilometre, compare with 158 for cars and 14 for trains.
Researchers at Chalmers University of Technology in Gothenburg, in 2018, found that Swedes' per capita emissions from flying between 1990 and 2017 were five times the global average. Emissions from Swedes' international air travel have soared 61 per cent since 1990, the study said.
The number of journeys on Sweden’s national rail network increased by 5% last year and 8% in the first quarter of this year, according to Swedish Railways. Sales of Interrail tickets to Swedes increased by 45% in 2018 – and are expected to rise again this year. Passenger numbers at state train operator SJ jumped to a record 32 million in 2018 due to “the big interest in climate-smart travel,” they said.
Consumers are demanding that companies and brands lead by example. Klarna, the giant Swedish payment provider, has decided to have its global kick-off in Berlin for the year with all attendees travelling by train.
The budget airlines will be watching this trend, seeing whether it spreads beyond Scandinavia, is not it is lip service and whether younger people will really give up those cheap get aways for staycations or longer train journeys.
Fashion brands will start to acknowledge this trend and reduce unnecessary travel. I predict brands will start to do more things virtually and online.
While, in the UK, the Eurostar has made travelling by train cool - they’ve just added their third daily departure to Amsterdam - the rest of the British rolling stock is more hit and miss to say the least. While many people are trying to stop Britain’s second high-speed rail line, HS2, it could be the environmental argument that pushes it through to the end.
Time is money and with planes being faster, more direct and often cheaper, it’s going to take a seismic shift and a mental rethink to get everybody to feel the flying shame and get onboard - quite literally - with this new trend.
Forget snakes, it’s now sunscreen on a plane. I wanted to write this to get my head around what was new and fully understand it.
New research from the Journal of American Medical Association Dermatology has determined that the harmful rays plane passengers are exposed to can put them at higher risk of skin cancer. For pilots especially, wearing sunscreen is of paramount importance. One hour at 30,000 feet could expose pilots to the same amount of UV radiation as a 20-minute tanning bed session would. And, while a passenger certainly faces less exposure than pilots it’s still important to heed the same advice – especially if you’re sitting in the window seat.
Houston dermatologist Dr. Esta Kronberg says when you're on a plane you should always wear sunscreen to protect you from dangerous rays that you probably won't even notice. "The UVB is what causes burning and you know it and you feel it and you tan and the glass blocks the UVB but the more penetrating rays are the UVA and they do more damage," said Kronberg.
“As you are much closer to the ozone layer the sun’s rays are much more harmful,” Matt Gass, a spokesperson for the British Association of Dermatologists (BAD), told Telegraph Travel.
“UVA can penetrate window glass and penetrates the skin more deeply than UVB. UVA protection in a sunscreen will help protect the skin against photo-ageing (skin ageing caused by ultraviolet rays, e.g. wrinkles caused by the sun) and potentially also skin cancer,” according to BAD.
TheChicGeek says, "This is more reason than ever to buy a moisturiser with a high SPF and to wear it all the time. To be able to take into a plane cabin it will need to be 100ml and under. Look for products with a high, broad spectrum protection for UVA and UVB.
Simply apply a marble-sized amount to your face, as well as any other exposed areas such as your neck, chest, hands, forearms, and ears at least one hour before you fly. It’s also important to re-apply the product every two hours, especially on long-haul flights and if close to the window.
It's not often you think about reapplying sunscreen during a flight, but this is definitely something to do during a long-haul flight and to cover up the rest of your body using clothes or blankets."
Here are a few ChicGeek reviewed products containing SPF here
More ChicGeek reviewed sun protection products here