The Fashion Industry Is Finally Getting Sustainable
This month, Net-a-Porter is launching its Net Sustain collection. This is a selection of over 500 various products which adhere to a defined level of sustainability practices. The items, which were produced by 26 different fashion designers, were chosen due to their compliance with at least one of the five most effective manufacturing practices focusing around environmental, human or animal welfare.
Sustainable Fashion Brands
Although 26 designers is not a huge number, considering that Net-a-Porter stocks approximately 800 different fashion labels and 200 various beauty brands in total, the collection does consist of some of the most popular and searched-for brands on social media. The selection includes prestigious jewellery designer Chopard and the ever-popular Stella McCartney, trendy trainer manufacturer Veja and newcomer women’s fashion label Maggie Marilyn.
The aim of this collection is that now consumers do not need to choose style over sustainability any longer. Net-a-Porter is investing time and effort into sustainability in fashion, with photo-shoots to promote a zero-plastic policy in their products, as well as their reduced travel approach for fashion campaigns.
However, a more important factor than the quantity of designers is the backing of Net-a-Porter itself, one of the most famous and glamorous fashion retailers in the world, to the sustainability cause.
For a wide range of maxi dresses, browse the selection of AX Paris maxi dresses.
Influences in Conscious Fashion
It is not currently clear what the main driver behind sustainability in fashion is, whether it is the industry’s finally awakened conscience or customer demand.
Surprisingly, Blue Planet II from David Attenborough had a powerful impact internationally on the fashion industry, as well as inspiring millions of Britons to cut back on the use of plastic.
In fact, one of the exclusive collaborations featured in Net Sustain is between BBC Earth and Mother of Pearl, the sustainable luxury fashion label.
In numerous ways, luxury fashion brands are perfectly placed to set a precedent in sustainable and eco-friendly practices over mass labels. Although water pollution remains an issue, higher price margins mean that worker conditions are generally superior, and although smaller brands may be agile in marketing, waste and delivery, bigger labels are able to invest in materials and new techniques which can make a difference.
Super-glamorous fashion could be extremely useful in making sustainable clothing genuinely aspirational.