Maison de Mode, a US-based online luxury fashion retailer, prides itself in showcasing fashion that represents sustainability. Unfortunately, sustainability has been an ambiguous word thrown around to make products more appealing to consumers, lobbyists and other members of the public. But what does it really mean? Is sustainability relatable and directly linked to the consumer? And the big question for fashionistas- is style comprised on the platfotform of ethical standards in fashion?
Maison de Mode does a great job in bridging the gap between consumers and such standards: it is now easier to understand how your every day fashion choices can make an impact in our society and environment- without all the sustainability jargon!
See what it's designers are doing to earn the sustainability badge:
Achu Parpat Vintag (by Mola Sasa)
Mola Sasa used artisanal techniques with beautiful intricate woven details in this bag. Creating handmade pieces means artisans can compete in a world of homogenised mass production. Let's not forget the recycled materials used, which means we can be more responsible for the materials we consume.
Kimono Dress Shirt (by Maiyet)
It's great when high-end designers promote small, artisanal designers. Many companies take advantage of work factories in developing countries- it's nice to see that individual designers and dress makers can be paid decently for what they do- without compromising on quality. Maiyet also donate a portion of their proceeds to ocean-related charities. Not bad!
Oversized long coat (by Shipper)
Shipper partners with organisations that help sustainable businesses which allows them to grow and make profits. So as you lavish yourself in this tweed coat, you'll feel even better knowing that you also contributed to the success of other sustainable businesses!
What are your thoughts on sustainable businesses in fashion?
H&M are introducing 16 new denim styles made from recycled cotton from textiles collected in the Garment Collecting initiative in H&M stores. The aim is to reduce the environmental impact of the fashion industry, by limiting waste that goes to landfill and saving on natural resources used in the production of fabric.
This initiative by H&M’s is to create a closed loop for fashion “Creating a closed loop for textiles, in which unwanted clothes can be recycled into new ones, will not only minimize textile waste, but also significantly reduce the need for virgin resources as well as other impacts fashion has on our planet, “says Karl-Johan Persson, CEO of H&M.
Since 2013, H&M customers worldwide have been able to bring unwanted clothes from any brand into its stores as part of its Garment Collecting Initiative. So far, over 14,000 tonnes have been collected globally.
Right now, H&M is able to use 20% recycled cotton from collected clothes, and is investing in new technology to increase this share without losing quality. H&M has a target to increase the number of garments made with at least 20% recycled fabric by 300% compared to 2014.
The new denim pieces, which will be available in-stores and online in September, are all made from recycled cotton and organic cotton, with three styles for women ranging from skinny to distressed ‘girlfriend’ jeans, plus a denim jacket, flared dungarees and a denim jumpsuit.
For men, there is a zip-up denim jacket, two distressed slim leg styles, and a pair of joggers in coated denim.
The kid’s pieces include a zip-up hoodie with cute animal ears, a stretch jeans sequined at the knee, and a street style hooded shirt, with distressed jeans.
Kitty Ferreira is an award winning label that aims to dispel the 'hippy' connotations of ethical and sustainable fashion,