I believe that consumers have a strong desire to shop more consciously and sustainably writes Alexandra Morris. It is challenging, in the incessant hustle and bustle of city life to change old buying habits.
Educating consumers about new buying behaviour is key to creating real and tangible change. We need to spearhead an era of stealth purchasing, to replace the scourge of fast fashion that is devouring our planet’s resources and our own spirit. So the question is, how can we as designers and emerging brands, educate, engage, inspire and incentivize a new generation and how can consumers form this ethical landscape?
STEALTH PURCHASING/ RE-BOOTING SHOPPING HABITS
In sprawling urban environments we tend to shop for a quick fix reward. Shopping is like a dopamine hit, a counter balance to the punishing work schedules and long hours at the office. It’s the sartorial equivalent of the mid-afternoon sugar binge. When we are shopping in this mode, we are over stimulated, distracted, caught up in a mad ‘smash n grab’ mindset.
Rather than this scatterbrained, ‘rabbit in headlights’ approach to shopping, take a more considered longer-term view. Instead of spending smaller amounts at regular weekly intervals on items that you will probably only wear a few times, replace this habit with a new considered, conscious approach.
CONSUME A STORY, NOT JUST A PRODUCT
Take the time to connect with a brand whose offer, values and story you really admire. Be prepared to spend more on an investment piece for life. Take the time to understand who is making your clothes, where and in what conditions. Seek out the best fabrics and craftsmanship that will be handed down as heirlooms through generations. A long diaphanous Jacques Azagury nude lace and silk skirt from my Mother is one such piece which takes pride of place in my wardrobe and connects me not only with a long heritage of couture but also with a treasured family totem.
BECOME A FASHON REVOLUTIONARY
Fashion Revolution Week has just kicked off and will be running until 24th April. Set up after the Rana Plaza Disaster to create a sea-change in the relationship between consumers and the people who make our clothes, find out how you can get on board http://fashionrevolution.org. I’m sure that this year it will gather even more momentum having already created a big impact in 2015 engaging tens of thousands of people across 70 countries.
Don’t fret, you don’t have to be an Oligarch to buy investment pieces! You just need to make more informed choices. Certainly the Ultra Luxe tranche of the market has a natural synergy with inherently sustainable values. Take an Hermes Birkin Bag, by it’s very nature it encapsulates the DNA of sustainable positive luxury. Despite the hefty price tag, it will be passed down through generations like a rare jewel, rather than ending its life cycle in landfill.
‘EVERYTHING MUST GO’ PROGRESSIVE FASHION POP UP CONCEPT STORE
So who are the go to sustainable brands to rock your world without breaking the bank?? If you want a dazzling initiation get yourself down to Progressive Fashion Pop Up Concept Store Everything Must Go (EMG) in Soho launching this Saturday 23rd April. http://www.emginitiative.com/ Founded by Alex Noble EMG is a trailblazing new design concept, salvaging gorgeous offcuts from leading high end designers, intricately embroidered silks and printed fabrics, which form the basis for new designs. Funds from the sales of collections are used to raise awareness of key global challenges such as women’s rights and children in the workforce. You’ll probably recognize the brands from their recent appearance in Selfridges sustainable initiative ‘Bright New Things’, from print visionary Kitty Joseph to subversive artist Dr. Noki.
ABOUT ALEXANDRA MORRIS
Alexandra Morris is Founder & Director of Luxury beachwear and resort wear label GLOMAD www.glomadbeachwear.com
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