‘SUSTAINABLE FASHION IS BORING!’ THIS IS A STATEMENT WE’VE HEARD TIME AND TIME AGAIN. BUT IT COULD NOT BE FURTHER FROM THE TRUTH. SUSTAINABLE FASHION IS JUST AS EXCITING AS THE CLOTHES YOU’VE BEEN BUYING, POSSIBLY EVEN MORE SO!

words by HOLLY KELSEY
photographs by ANDREW DAY
creative direction by SARAH MARIE FRANKEN

Do you ever wonder why you look into your packed wardrobe and think ‘I have nothing to wear!’. A common reaction here would be to go to a high street fast fashion store and get the latest fix. An aspect of sustainable fashion is that you’re buying fewer items that are quality, more staple items. You won’t give into the artificial need to always get something new (unless you try rental!). Instead, you’ll appreciate what you have and won’t feel lost in the sea of clothes you’ve thrown around the bedroom.

Misconception 1: You’ll look like a potato sack

Of course when people think of eco-friendly fashion they usually imagine you’re wearing something that resembles a potato sack together with remedial shoes. But it’s light years away from reality! Yes, sustainable fashion might mean that some pieces of clothing could be made from vegetables or recycled plastic bottles but this makes designers work twice as hard, with innovation and ingenuity. The result? Clothes that are both flattering and beautiful. Clothes that are made to withstand the test of time and are not merely some passing trend that shoppers will forget about in a few months. Sustainable fashion transcends the latest fads and fancies. It’s anything BUT boring.

Misconception 2: Bleak and uninspiring

A world of beige, shapeless figures, itchy fabrics, dull colour palettes - these are common (and completely inaccurate) visions of sustainable fashion. Yes, these are stereotypes we’ve heard before, but the more you look into sustainability the more treasures you’ll find and you’ll never want to go back. Perhaps more than 20 years ago the options for sustainable fashion seemed bleak and uninspiring. In choosing it today you enter an entirely new world of beautiful aesthetics. The truly trailblazing designer who showed us how cool sustainable fashion can be is Stella McCartney, leading the way for change since 2001.

Misconception 3: It’s really expensive

In the long run, you actually save money! Rather than buying lots of cheap, poor quality, fast fashion items, with slow fashion you’re making a long term investment in a wardrobe you love.

The ethos of quality over quantity is a major factor here. Taking more time to research thoughtfully made clothing rather than buying bags full of badly made goods is really important. It means that everything in the supply chain of fashion is taken into account - environment, people and animals. It also means that the design process is usually longer, more painstaking and more considerate. Sustainability is a huge issue that impacts all areas of the fashion industry - from raw materials to the end of lifecycle of a garment. Moving towards a circular economy will be a win-win for all of us.

So, here are some easy suggestions on how to join the sustainable fashion movement:

1. Research AND BE CURIOUS

A positive suggestion for all readers and consumers is to do some research into sustainable fashion and inform yourself. The next time you’re shopping, ask yourself: how was this made? Where was it made? What fabrics were used? For a lot of stores, the answers will surprise you.

2. Reuse, remake and recycle

Go through your wardrobe and see what pieces you haven’t worn in a while. Swap them for something else with a friend. Take advantage of the rental market, which can be great for special occasions. If a piece feels uninspiring to wear, make adjustments to it! Whether that’s adding new buttons, changing the shape, making it shorter, you can easily bring a piece of clothing back to life. And if you’re feeling creative, make your own clothes and accessories - that way you’ll know exactly what went into them and own items that are truly unique.

3. Buying secondhand

It won’t hurt your wallet (unless you’re buying vintage Chanel!) to buy pre-loved clothing. We mentioned Vestiaire Collective in a previous article. That’s only just the start, there’s a whole range of different options out there. And remember, vintage clothes are so-called for a reason: they’re impeccably tailored, well made and have stood the test of time, both in style and quality. The Christian Dior blazer is from Célia Darling Vintage in Paris.

In a nutshell then, buying sustainable fashion always puts a spring in my step (but not the kind of temporary adrenaline surge that comes with a fast fashion lapse)! Every time I wear an item of clothing that I know is sustainably made or sourced, no matter how long I’ve had it, I have a warm glow of confidence from knowing it looks great AND I’ve made a positive change that is kinder to the environment.

Andrew's Portfolio

Célia Darling Vintage