By Jessica Linnay |
“5 years ago, no one cared about sustainability” -Filippo Ricci, co-creator and curator of Estethica, the sustainable wing of London Fashion Week.
It’s been hit and miss introducing sustainability into the fashion industry, but this year’s fashion weeks continued to be spotted with activists offering a new realm of values into the wasteful world of style.
Designers like Stella McCartney have long been setting the bar for environmental consciousness in style and design, with others struggling to get in line behind new standards for owning up to textile waste and pollution.
Increasingly though, eco fashion has been forging itself an ever more dominant presence in fashion week events, with sustainable and even re-purposed material showing up on catwalks around the world. The entire industry of fashion has been embracing this new wave of sustainability, with major retailers like H&M and Levi’s taking accountability for and adopting new practices of manufacturing and production lines featuring eco and innovative textiles.
In London and New York, green bloggers were delighted to see a number of marked developments in sustainable styling during recent A/W 2013 events, including new air dyeing technologies that relieve the excessive water and energy wastage of regular methods and no-cotton jeans made of wood pulp. More designers announced re-purposed or recycled materials in their lines, as well as returns to home-based manufacturing, especially in the U.S. where those like Suzanne Rae created collections right in NYC’s garment district.
Truly, ‘eco fashion’ is becoming less of a granola niche and existing more just within the main streamline of ‘fashion’; where no big name is safe from being called out on their tendencies towards callous consumption. The Huffington Post revealed designer Vivienne Westwood calling out Kate Middleton to set a better example for sustainability by “recycling her wardrobe more.”
“If you’re going to all that trouble to get an outfit that suits you, then you should keep on wearing it. I mean you don’t have to have a red outfit one day and then something almost the same in blue the next,” she told reporters, wearing a t-shirt bearing the face of Julian Assange.