First designers who specialized in a conscious fashion
As people become more aware of the harm the planet’s lifestyle is doing to the planet, humanity is beginning to look for new and effective ways to protect the environment. In turn, fashion brands are increasingly starting to use their own influence to raise really important issues, such as climate change and global warming. Today we recall the most notable eco-initiatives of the fashion industry.
Vivienne Westwood has long made it's brand a real voice of justice - each collection raises cultural or social-political problems, thereby trying to draw attention to serious issues.
In her collections, the designer and activist always pay attention to climate change, environmental protection, and mass consumption. In addition to embodying the practice of sustainable fashion in her products, the designer popularized ideas about sustainability and awareness, arranging various promotions.
One of the founders of sustainable fashion is also the eponymous brand of Stella McCartney. Recycled nylon and polyester, organic cotton, as well as Leather-Free and Fur-Free clothing lines - from the very beginning the label has been committed to creating ethical products. The British designer has for many years been proving that one does not have to sacrifice moral standards in order to be fashionable.
Designer Safia Minney has created a brand whose origins lie in environmental friendliness and a responsible attitude to animals and the world. Safia does not use not only materials of animal origin in the production of things, but even synthetic and artificial dyes and fabrics.
Instead, things are made from recycled materials and wool, which is hand-made in Nepal according to the rules of fair trade. Among the main fans of the brand is Emma Watson, who back in 2010 created a collection for him.
One of the first steps in the pursuit of conscious fashion is the rejection of the use of animal materials. So, in anticipation of her show in London, Victoria Beckham, adhering to a strict policy regarding the use of natural fur in the collections of the brand, said that now these rules will apply to exotic leather. At the end of 2018, Chanel announced that they would no longer use exotic leather or fur in their collections, which put pressure on other luxury fashion houses. Thus, the French brand encouraged colleagues to start taking into account ethical trading standards.
Giorgio Armani, Coach, Versace, Michael Kors, Gucci, Burberry, Phillip Lim, John Galliano, DKNY, Tommy Hilfiger, Ralph Lauren, and Calvin Klein also became premium brands, who abandoned natural fur.
One of the main problems that are trying to solve in the modern world is the excess of plastic and its processing. Adidas was one of the first brands to start working with recycled material, in particular ocean waste. In 2016, the company introduced a collection of sneakers made from recycled plastic and polyester collected in the ocean.
In 2004, the British label Burberry put sustainable development at the core of the company's mission, and in 2017 launched its latest environmental strategy, which defines environmentally responsible goals for the next five years. Their goal is to become carbon-neutral, re-evaluate waste, and achieve positive changes through 100 percent of their product and have a positive impact on customers.
Sustainable fashion does not advocate asceticism, but only a rational approach to consumption, including calling on large companies and corporations to openly conduct production.
This information is necessary so that every consumer knows from what materials a T-shirt or dress is made, what components were used, what working conditions were created at the factory, in order to support the company's philosophy close to him.