Neither Paper nor Plastic

Hopefully, 'paper or plastic?' will soon be an obsoslete phrase, a cultural reference from bygone times. Legislation is also moving in this direction; TIME reported on 8 countries where plastic bags are either banned or will be within the next few years. And this growing trend is more than a green alternative. Although plastic bag manufacturers are resistant, reusable bags will soon be the norm.

And, this trend is one area where fashion consciousness can have measurable, environmentally beneficial results and celebrity culture can be harnessed for good.

In the article mentioned above, TIME reported that Anya Hindmarch's "I am Not a Plastic Bag" canvas tote is so coveted that the $15 bag can resell for up to $450 on eBay. Sightings of the bags on celebrities' shoulders in the UK have made them a hot ticket item. Apparently, they are as much a designer bag as the latest clutch. Stella McCartney's canvas tote costs hundreds, and the Louis Vuitton canvas bag costs thousands.

Whether eco conscious or self conscious, trendiness is not bad if it achieves the desired effect - fewer plastic bags in landfills. This is one trend that should not be dismissed glibly. It would be all to easy to disparage conspicuous, self conscious environmentalism and simply continue along unchanged, making this choice that leaves non-biodegradable waste. But if brand consciousness takes the lead, shifting the norm away from trillions of plastic bags, if that is the way that positive change happens, then it should be welcomed. This is an instance where brand consciousness can have an upside. Even at its worst, even if the Hindmarch bag is a mere status symbol, its wearer chose a reusable bag, instead of plastic. So what if one is not an avowed environmentalist, or activist. It is heartening to imagine that the norm will shift so much so that plastic bags become as unthinkable and passe as flourescent green blazers, or parachute pants.