Drug and alcohol problems have long been an issue within the UK fashion industry. There are plenty of stories, some dating back as far as the 1990s, describing how designers and models alike rely heavily on addictive substances to get through long sessions and arduous shows.

So, how can the fashion industry tackle addiction better? More importantly, is it even possible? Absolutely. We need to give the industry some credit for the efforts it has made in recent years. But there is still a lot of work left to be done.

Publicly Acknowledge the Problem

The first step in addressing an addiction of any kind is to acknowledge the problem. This is as true of the UK fashion industry as it is of individuals struggling with drugs and alcohol. One must be willing to admit a problem exists before one can be willing to fix it.

Note that public awareness isn’t a problem. The media have been talking about addiction in the fashion industry for years. For example, a 2002 story from the Independent lays it all out in raw detail. The public already knows. Now it’s up to the biggest industry players to take ownership in a public way.

Acknowledging the problem provides accountability. And as any addiction recovery specialist can testify, accountability is one of the keys to recovery.

Taking the Lead on Awareness and Responsibility

Next, industry leaders need to take the lead on addiction awareness and responsibility. Their leadership could take many forms, including:

  • Speaking Out – Publicly speaking out against the habit of glamorising drug use could go a long way toward changing the drug culture within the industry. It could make a significant difference in ad campaigns and runway shows.
  • Promoting Awareness – Industry leaders can and should promote awareness about two things: addiction risks and mental health. From models to designers and dressmakers to tailors, people need to know the risks of doing what they do.
  • De-Normalising Drug Use – De-normalising drug use is critical to the success of both speaking out and promoting awareness. Without an effort to de-normalise, no amount of messaging will help.

The fashion industry’s culture is fast-paced and hectic. Everyone is always on the go, all the time. Unfortunately, that means industry workers feel almost compelled to use drugs and alcohol just to keep up. It is a bad situation. But it’s not one beyond fixing.

Promote Healthy Body Images

A big part of the fashion industry’s drug culture in the 1990s and early 2000s was directly related to negative body images. The poster child for this sort of thing was the well-known Heroin Chic look that dominated the fashion scene for the better part of a decade.

Heroin Chic emphasised pale skin, emaciated features, stringy hair, and dark circles under the eyes. In other words, it promoted the look of a heroin addict. When this is the body image models are being presented with, they will do what it takes to achieve the look. Heroin Chic actually encouraged drug use.

It’s time for the UK fashion industry to promote healthy body images. The healthier the image, the more both models and the public will be encouraged to take good care of themselves. This part of the equation is pretty straightforward.

Provide More Support Systems

Most of the things mentioned thus far are preventative in nature. But what about helping industry employees already struggling with drugs and alcohol? It starts with providing better support systems. Here are a few examples:

  • Confidential Treatments – Developing partnerships with care providers would make it possible for industry organisations to offer their people confidential detoxification clinics. Just having access to treatment is a big deal for so many people.
  • Mental Health Resources – Addiction and poor mental health often go hand-in-hand. Industry organisations can support their people with better mental health resources and programs. They can also help by actively reducing workplace stress.
  • Encouraging Role Models – Positive role models can be very helpful to those in recovery. There is no shortage of such role models in the fashion industry, and leadership should be promoting them.

One of the things we know for sure is that recovering addicts tend to do better with recovery when they have a dependable support system in place. Support often comes from family members and friends. But in a fast-paced industry like fashion, a worker’s family is often the very people they work with. So should the industry be providing at least some of the support they need?

The Need for Collaboration

The general public knows about the drug and alcohol problems within the fashion industry. It would seem that fashion industry experts know as well. So perhaps the starting point for better addressing addiction is to concentrate on collaboration between the industry and both public and private resources.

Many of us would love to see the fashion industry partner with well-known organisations specialising in addiction support and harm reduction. Groups such as Alcoholics Anonymous and Narcotics Anonymous are making a valuable impact. There are many, many more.

Although the NHS is in no position to get directly involved, it is a government entity that can put its full force and weight behind efforts to change the culture. Partnering with the NHS through a variety of marketing campaigns can get the message across that help is available to anyone who wants it.

The Public Can Help, Too

Finally, the public can contribute to addressing addiction in the UK fashion industry by not feeding the tendency toward unhealthy body images. When we consumers go along with trends like Heroin Chic, we are telling the industry that negative body images are okay. We have the power to change things by being more careful about how we spend our fashion budgets.

Drugs and alcohol have long been a problem in the UK fashion industry. But it doesn’t have to be that way. The industry can get a handle on this if enough stakeholders are willing.