Sustainable Fashion: The “Eco- Age” Era
Rising tides, world leader conferences and constant media coverage regularly remind us that we are well and truly living in the age of Climate Change. Earlier last month, Emma Watson propelled this topical issue to the forefront of the fashion industry after donning a 100% sustainable Calvin Klein gown for this year’s Met Gala. Both the star and fashion house developed this piece in partnership with Eco Age, an organisation committed to the marriage of ethics and aesthetics in the fashion industry. The Eco Age “Green Carpet Challenge” aims to encourage celebrities to highlight sustainable clothing by wearing reusable pieces at high profile events such as the Golden Globes and the Cannes Film Festival. Prominent supporters of this campaign include Watson, Julianne Moore, Margot Robbie, Lupita Nyong’o and Cameron Diaz. So what makes Watson’s gown so sustainable? This impressive feat of fashion features a bustier with straps composed of Italian yarn spun from recycled plastic bottles married with a body of organic cotton. The trousers and train consist of recycled plastic bottle material with an organic silk lining and zippers composed of recycled materials. This dress is an emblem for the Eco Age #30wears campaign as its pieces can be reworn in a variety of different fashions and dress codes. “Plastic is one of the biggest pollutants on the planet. Being able to repurpose this waste and incorporate it into my gown for the #MetGala proves the power that creativity, technology and fashion can have by working together.” – Emma Watson According to the fashion trend forecaster WGSN, the effective utilisation of recycled plastic and post-consumer waste-fabrics in mainstream clothing production will be established in the industry by 2018. Already, numerous organisations are ahead of the curve. Large clothing retailer H&M recently launched a carbon cutting initiative encouraging consumers to donate their old cotton clothing to any of their stores in exchange for a coupon to be used for a future purchase. This cotton is then repurposed producing new collections. In a world grown accustomed to “fast fashion” which offers an abundance of fresh seasonal trends for penny pinching prices, will this move by Watson and other celebs spark a subsequent shift in consumer preference for high quality longer lasting items as opposed to cheap current fashion? Watch this space. frockadvisor is an avid supporter of sustainable fashion, check out this article for more.