Fashion brands are embracing sustainable design and branding in a bid to redefine the way they do business, but with an emphasis on sustainability as a business strategy.
In an interview with The Sunday Times, Fashion Week Fashion Director Emma Caulfield said: “There’s a huge market for brands who want to make sure they’re doing things in a sustainable way.”
She said that the brands have been able to reach a wider audience by doing what was deemed to be environmentally friendly.
“A lot of them are very conscious of sustainability, so they have done a lot of testing and they’ve done all sorts of things that are designed to get them there,” she said.
“We are really pushing for the brands to do their own research and to make decisions about how they’re going to get there, and then have the right tools for them to do that.”
Ms Caulfons work has included designing garments for the UK’s first ever fashion show, and the first ever eco-friendly fashion show in New Zealand, as well as launching the sustainable fashion brand EcoBricks.
But it’s not just fashion brands who are investing in sustainable designs.
A number of new brands are also looking to create sustainable-themed collections.
For example, Viva, a brand that sells a range of clothing in eco-sustainable fabrics, is also using the theme to launch a line of eco-inspired jeans.
Ms Caucfield said that Viva was able to get its design and materials into the hands of a range in the fashion world by working with a number of partners, including a clothing and home accessories manufacturer, the manufacturer of eco denim and a sustainable fashion design firm.
“That’s really exciting,” she explained.
The new brands have also been working with fashion labels to collaborate on a range and create a range that will help brands reach a larger audience.””
It’s really about bringing the vision of the brand to life.”
The new brands have also been working with fashion labels to collaborate on a range and create a range that will help brands reach a larger audience.
“One of our biggest challenges was the amount of time it took for brands to find out what the brands were going to look like,” Ms Caucfields said.
It’s clear that the fashion industry is making strides in using eco-neutral materials, and it’s something that has helped to fuel the shift towards more sustainable fashion.
“I think that the whole fashion industry, particularly in Australia, has moved very much in that direction,” Ms Liddell said.