Over the years, the fashion industry has become more and more sensitive about themes involving the environment. Eco fashion, also known as “sustainable fashion”, is a philosophy embraced by fashion to create items that unite environmental awareness and creativity. Statistics show fashion industry to be the second most pollutant industry and numerous maisons are now trying to reduce their environmental footprint and show more care towards our planet.
Stella McCartney was one of the first designers in the fashion business to embrace a sustainable attitude. In 2014, the brand has pledged to ensure that all its cellulose fibers meet “strict sustainability standards” by 2017. This project started from production stages and has now transferred its essence into final collections as well. Her comment on eco-friendly fashion goes as: “I believe in creating pieces that are not going to get burnt, that are not going to landfills and that are not going to damage the environment. […] I am always asking what have we done to make this garment more sustainable and what else can we do. It is a constant effort to improve…”.
Furthermore, Stella McCartney stores, offices and studios in the UK are all powered by wind energy, while abroad renewable energy is leveraged to power their stores and offices. Over 45% of their operations are run on 100% renewable, green energy.
One of the most discussed topics in the recent years has been the use of faux fur and leather. In recent collections, in fact, many of famous brands have launched bags, shoes as well as clothes, made of luxurious leathers from rare species, such as crocodile, python and ermine; which are both precious and extremely expensive. Nowadays, as people have become more aware about issues regarding endangered species and the use of animal skins for aesthetic purposes, those items have been facing a decreasing number of customers. People tend to buy eco-fur not only for its more convenient price, but for the sustainability values it conveys. Moreover, designers are able to work these synthetic materials, which are often difficult to distinguish from real fur.
As eco-friendly fashion is giving a strong impact in pop-culture, a lot of famous actresses and models have become ambassadors of the cause. Recently, Emma Watson, the famous Harry Potter veteran, during the premier tour of her latest movie “The Beauty and the Beast”, has been rocking designer gowns which are not only gorgeous, but also completely sustainable, designed by empowering desihners such as Elie Saab. Being a strong advocate for female rights and environmental awareness, the British actress is exemplifying her beliefs not just through her actions and words, but also through her sense of style. Her clothes are making a subtle yet bold statement, one which testifies art and design can merge with awareness while still creating enchanting sartorial masterpieces, that come together unnoticed in a blend of innovation and mindfulness.
Fashion is capable of influencing people’s lifestyle choices and experiences through its textures, nuances and story-telling abilities. It’s a masterful art that can make people conscious, and make a strong impact on daily decisions. If fashion can constantly reinvent itself with new techniques to protect the beauty that makes up our planet, why can’t we?
by Beatrice Bolis
