Sustainable is the new sexy.
Emma Watson has joined the bandwagon, recently. With her instagram handle @the_press_tour dedicated to eco-friendly, non-animal, non-leather clothing and accessories, the movement is gaining steam. Emma Roberts recycled Giorgio Armani’s 2005 vintage couture dress from the archives. Reason: Red Carpet Green Dress Challenge. Sustainable, upcycled, productive, positive fashion. Though a complete overhaul of fashion’s green-o-meter is still a’comin’, these are the top 4 changes we’re happy to call out:
- More not many: Fashion across the street is changing the way it models it’s offering. New styles are making way for renewed styles. In February, H&M’s new arrivals were down by 36%, as replenished stock continue to increase. Same styles, repeated per demand, reducing the pressure on supply channels, and ultimately the environment – fashion is the second most polluting industry, after only oil.
- Sustainable lines: As customers demand transparency, stories and emotional equations with their clothing, fast-fashion houses have begun to realign themselves to the changing times. Zara’s Join Life and H&M’s Conscious Collection offer carefully sourced, ‘more ethical’ products to customers who have traveled, seen it all and deserve change. Though they arrive late to the game, independent companies (such as us) are happy to share the stage with the fashion giants, together for the right movement.
- Independent designers: ‘Seasonless merchandising‘ has allowed for independent designers to crop up around the world. In lieu of the saturation of fast-fashion deflationary pricing (and therefore ‘safe’ styles), bold young designers are designing risque ensembles for an increasingly educated consumer group. The advent of online platforms has allowed for independent designers to showcase their talent directly to an excited, global audience.
- Stories: As we search for, communicate with, form relationships with and source designers who weave tireless stories, we are indebted to their journey. The stories of each designer, the inspiration behind the design, the idea for the fabric and the influence of ideas form each intricate product that is carefully curated. Increasingly, as customers seek association with their outfits, designers are allowed a voice. Stories and content form the basis of the selling relationship that retailers develop with their customers. At least we do, with every single sale.