Reserved’s epic new Eco-Aware collection puts the planet at the heart of fashion
In this world of ever-growing awareness surrounding our damaging human impact on the environment, you'd be forgiven for feeling a little overwhelmed. Sure, you want to turn this all around and leave the planet in a habitable state for future generations, but that feels like quite some mission for little old you.
At GLAMOUR, we’re big believers in #OneSmallChange. No individual can save the planet alone – even if your name is Greta. Instead, we need to work together to educate both ourselves and one another in making better-informed, kinder choices. And, as we all know that the fashion world is one of the most planet-damaging industries, your wardrobe is a great place to start.
Thankfully, a number of brands are taking it upon themselves to make big changes in their manufacturing processes, launching environmentally friendly offerings to satisfy the demand. And while certain labels struggle to keep a high aesthetic standard due to the relative unfamiliarity of the process, high street giant Reserved has hit the fashion jackpot with its latest Eco-Aware collection.
Focused on reusing consumer waste, closing production cycles, reducing water and energy consumption, and reducing greenhouse gas emissions, Reserved – which has been running training sessions for its designers in sustainable design for some time – has its own corporate social responsibility department and has even tackled the question of cardboard packaging by recycling and reusing everything used for online store orders.
Priding itself on its ecological awareness, every single product in Reserved's latest collection is based on fully-certified environmentally friendly fabrics.
Having explored alternative technological practices, the new collection is bursting with innovative materials from eucalyptus-derived viscose to luxurious, soft fabrics made from sustainably sourced wood pulp.
Some of Reserved’s latest sustainable fabrics:
Recycled polyester – Produced using recycled plastic bottles, this technology sees plastic waste transformed into a new fibre. The production process of these recycled fibres consumes less water and energy, fewer natural resources and reduces plastic waste by giving it new life.
Eastman Naia – Responsibly sourced from sustainably managed pine and eucalyptus forests (to ensure no deforestation of protected forests), Naia is essentially made from wood pulp. Fibres are quick-drying, impossibly soft and luxurious in shine.
Tencel Lyocell – An eco-friendly fabric consisting of cellulose fibre, it’s loved for its breathability and is perfect for people with allergies.
Organic cotton – This is grown using ecological methods and substances, in accordance with natural processes. Water is used in a sustainable way throughout the production process.
Lenzing EcoVero – The new standard in eco-responsible viscose fibre with low environmental impact.
Ensuring Reserved’s signature high aesthetic standards aren’t lost in the process, the clothes in this collection are trend-led with staying power. These pieces take direction from some of the season’s hottest styles, but have been elevated into forever staples that will serve your wardrobe for seasons to come.
From a tailored shirt dress to athleisure accents, it’s clear from just the briefest glimpse at this collection that each piece has been designed with the modern, stylish woman in mind. A pale mint shorts suit made using recycled polyester is a real highlight, and looks just as great paired with a shirt and chic loafer in a work meeting as it does with a bralette and super-strappy sandals on a summer day in the park.
The white denim jumpsuit is also packed in our suitcase already, alongside a neon green two-piece that can be softened via the collection’s super-versatile white ribbed vest. The super easy lilac dress with a belted waist and ruched sleeves looks set to dominate our 9-5 wardrobe as soon as the weather warms up.
Taking our cue from the collection, every aspect of the shoot – from the crew’s lunch (recycled plastic cutlery and a total ban on disposable water bottles) to the location itself – was ecologically conscious. Shot in a beautiful South London home, the location was selected just as much for its sustainable conscience as it was for its aesthetic.
Built around a 100-year-old pear tree using modest materials such as concrete, timber, slate and brass, even the formwork used to create the textured concrete walls was reused and repurposed as cladding for the timber-framed upper storeys. Chandeliers made from scraps of aluminium brighten any corners not flooded with natural light, while energy-saving features – including rainwater harvesting, air-source heat pumps and thermodynamic roof panels – are key features.
Keen to ease your sustainable conscience but less inclined to sacrifice your look? Shop the full Eco-Aware collection now below, and at reserved.com.
Video: Ian Upton. Creative Direction: Dennis Lye. Models: Arantza Goett, Klarice Hall. Styling: Charlie Teather. Stylist’s Assistant: Sammiey Hughes. Makeup: Sasha O’Neill. Hair: David Wadlow. Nails: Sabrina Gayle. Production: Rebecca Hunnybun. Operations Manager: Grace Barnes. Video Editing: Celia Gomez
