Sustainability is no longer just a trend today, but one of the most important challenges in the fashion industry. It is increasingly evident that more and more brands are striving to use environmentally friendly materials and ethical production processes. This article will focus on such sustainable initiatives that highlight a new direction in fashion.
Fall/ Winter 2011-Ethical Fashion Afrika
Vivienne Westwood is one of the greatest icons of sustainable fashion, who does not shy away from stirring public opinion, which is one of the reasons her campaigns are so successful. The Ethical Fashion Africa Project has undoubtedly become one of the most successful initiatives.
This time, a new bag collection was introduced, featuring items made by local artisans from recycled materials (such as aluminum and plastic). The program was supported by the International Trade Centre and the United Nations Agency, thereby providing employment opportunities for the local residents.
Result: the project has supported over 7,000 women living in deep poverty who want to improve their standard of living.
Orders for the collection have had a direct positive impact on the lives of about 10,000 people.
According to the designer, donations tend to make those in difficult situations more vulnerable, whereas the campaign’s unique nature provided an opportunity for people to earn money and shape their own lives.
Old Clothes Campaign
In 2020, a Spanish fashion designer, Adolfo Dominguez, launched the campaign. In his images, models wear 30-40-year-old garments that the designer received as donations.
However, the clothes have not lost their old charm; they do not appear worn out or outdated.
In the video campaign, donors shared stories about the clothes they donated. We also hear that most people keep only a few pieces, and in this fast-paced world, we often just grab something in a rush.
Memories particularly elevate the value of our clothes, contrasting with current trends.
Benedicta Sánchez wore Dominguez’s 90s collection when she received the Goya Award in 2020 (Spain’s most prestigious film award). Other celebrities also appeared with iconic pieces from the designer’s repertoire.
RÆBURN Lab Tours
The design studio located in London welcomes visitors behind the scenes. During guided tours, guests can get an inside look at various manufacturing processes, the use of recycled materials, and also meet the execution team. The program provides transparency into the operation of the company and the industry.
Last but not least, there is also the opportunity to purchase exclusive products.
Girls Just Wanna Grow Plants
The campaign was created by the Agency of Nature, which was founded in 2023 by the nonprofit organization Purpose Disrupters. They place great emphasis on educating young people about the topic.
This project, which combines high fashion and nature, aims to break people out of the constant rush of the everyday life. It focuses on the desire for retreat and the environment
What can we do?
Real change begins when we make conscious choices and demonstrate that fashion can have a responsible face. Supporting foundations, civil organizations, and educational programs is exceptionally important.
Author: Ivett Fried
Sources:
https://www.raeburndesign.co.uk
https://www.adsoftheworld.com/campaigns/old-clothes