Sustainable fashion is more important than ever – here's why you need to pay attention
What exactly is sustainable fashion? There's no denying that the concept of 'sustainability' is inherently at odds with the traditional world of fashion, but where an appetite for the latter continues to rise alongside awareness and insistence on the former, a tricky balance must be found.
An industry that makes a living by providing its fans with the very newest trends that haven't been seen before is surely one of the most unsustainable imaginable. Unfortunately, that's exactly the way it's been for several decades.
Widely reported to be the world's second most polluting industry after oil, the very nature of fashion's quick trend turnover renders it so damaging that it has become one of the most environmentally damaging industries on the planet. And, according to a recent report, it's only getting worse, with the textile industry emitting more greenhouse gas than international shipping and aviation combined.
As stylish as they are sustainable.
According to WRAP, the UK's leading global environmental action NGO, 711,000 tonnes of post-consumer textiles are left in general waste annually in the UK, and 93 billion cubic metres of water are used by the fashion industry per year. Its Textile 2030 initiative hopes to aid businesses and organisations within the fashion industry transition to more circular practices to achieve a 50% reduction in the overall carbon footprint of new textile products and a 30% reduction in the overall water footprint of new textile products. No small feat considering the current state of the planet.
So, while the very idea of 'sustainable fashion' may have a reputation of being a box-ticking snore-fest phrase that brands throw around to be seen as fulfilling corporate social responsibility, it's an important answer to a very real problem.
What is sustainable fashion?
Many people confuse 'sustainable fashion' with 'ethical fashion', and while the two are unquestionably linked, the concept of sustainability in the industry refers to the effects of the production of clothing on the environment (ethical fashion concerns the way clothing is made – encompassing everything from how the cotton was grown to whether and how animals are used, and how the garment workers are treated).
The very basic aim of fashion sustainability is to ensure that clothing is manufactured in a way that ensures the product's life cycle minimises any undesirable environmental effects.
Science just got very chic.
Which brands are championing sustainability?
While the ongoing detrimental effects of the fashion industry are drilled into us, some brands are acknowledging the issues and adapting their businesses to create change. Not because they need to look “good” but because it makes long-term economic sense.
Every year, thousands of tonnes of clothes are thrown away with household waste, and as much as 95% of those clothes could be recycled. Buying new materials doesn't make business sense when a brand could reuse what they have already. Waste doesn't make business sense.
Leading the charge is Stella McCartney, whose label has proven since its launch in 2001 that it's possible to create sustainable, ethical, trend-led collections without damaging our planet. "We challenge and push boundaries to make luxurious products in a way that is fit for the world we live in today and the future", McCartney's website reads. "No compromises."
E.L.V. Denim is another brand leading by example, creating pairs of jeans from deadstock fabric that's been previously rejected. One of the world's most polluting materials – it takes approximately 1,800 gallons of water to grow enough cotton to form just one pair of jeans, and therefore, denim is a crucial material to target in the sustainability fight.
Thankfully, Anna Foster, Director and Founder of E.L.V. (East London Vintage) Denim, has a great eye and her pieces by no means scrimp on style, rendering them far chicer than most others on the market – sustainable or otherwise.
“The consumer’s appetite for demanding transparency and honesty is overwhelming yet reassuring, as this allows for authentic brands in this space to be recognised,” says Anna, who recently celebrated E.L.V. Denim's first collaboration with The OUTNET. “I see incredible potential for growth in sustainability in fashion. Through collaboration and sharing of knowledge, small innovative brands in this space, such as E.L.V. DENIM, can help support large brands to navigate and transform what they consider as waste into beautiful pieces to sit within their collections.”
While the world of high fashion has often received a bad rap in terms of its focus on sustainability, the likes of Alexander McQueen and Burberry are showing what's possible, having both recently announced partnerships with Vestiaire Collective – one of the world's most-loved pre-owned fashion platforms – as part of their 'Brand Approved' programme.
Mulberry also recently revealed its Made to Last Manifesto. To mark the iconic brand's 50th anniversary, it laid out an ambitious commitment to transform the business into a regenerative and circular model, encompassing the entire supply chain, from field to wardrobe, by 2030. The brand has also introduced an exchange programme where customers can swap in their old bags for credit, and the pre-loved piece will be refurbished and resold.
Lingerie and swimwear are areas of the fashion market that see a lot of sustainable innovation, with the underwear brand Parade being one of the front-runners. Having made use of a series of sustainable fabrics (the majority of which being recovered, recycled excess), to make things super simple for the shopper every Parade product now comes with a score between 0%-100% to showcase its environmental, social and circularity impact. Hanky Panky is another lingerie label leading the charge. The brand uses responsibly grownSupima® cotton fibres and low-impact, non-toxic fibre reactive dyes, while scrap fabric is recycled into various products such as insulation, packaging, and even new fabrics.
This is sustainable label Parade's first venture outside of North America.
But it's not only clothing that can be conscious, with the world of jewellery quickly catching on, too.
Jewellery megabrand Swarovski recently unveiled its 2024 sustainability report which showed impressive progress from reducing their greenhouse gas emission by 46% since 2019 and expanding its range of ReCreated™ crystals, which use 40% fewer natural resources and have a 34% lower environmental footprint. It also emphasised the company’s commitment achieving net zero emissions by 2050, as well as conserving resources, reducing waste.
Cult-favourite label Monica Vinader only works with 100% recycled gold and silver and 100% recyclable packaging, with over 300 of their pieces now fully traceable pieces through Product Passport.
Several jewellery labels have made great strides in technological innovation. Skydiamond, for example, is the world’s first carbon-negative, sky laboratory-grown diamonds made from extracting carbon from the sky and manufactured using CO2, wind, sun, and rainwater. Meanwhile, 886 by The Royal Mint jewellery is the first label to create a sustainable supply of e-waste gold on its own site in the UK, using gold recovered from everyday items such as TVs, laptops and mobile phones. The innovative label has collaborated with Stella McCartney on the upcoming spring/summer 2025 collection.
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For lovers of luxury, resale sites are a great place to head. EBay has witnessed a steep resurgence in popularity thanks to Gen Z's changing shopping habits. Recent research conducted by Opinium surveying 2000 UK adults in March 2024 shows that nearly three-quarters of Gen Z (71%) are buying pre-loved*, with 65% going out of their way to choose second-hand when possible.
“What was once a stigma around pre-owned fashion has transformed into a movement,” says Amy Bannerman, eBay’s Pre-Loved Style Director. "Shoppers are now holding fast fashion accountable, choosing sustainable options with intention. This year, we saw celebrities proudly wearing eBay at major fashion events like London Fashion Week – exactly the vision we dreamed of. Seeing people choose eBay for their standout moments highlights how attitudes are evolving, and it feels like we’re only just beginning!”
Archival McQueen on the runway? Sign me up.
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How can I champion sustainability?
For such an important question, the answer is very simple – shop from labels and collections that support sustainability. That way, you can fuel your love for new trends without supporting the production of damaging, unrecyclable materials.
Other ways would be to adopt a charity shop habit, explore rental fashion and buy pre-loved clothing (a great way to snap up 'vintage' pieces without the price tag of London's edgiest vintage stores).
“I’m encouraged by the strides we’ve made in sustainable fashion, but there’s still much work to be done,” says Eshita Kabra-Davies, founder and CEO of fashion rental platform By Rotation. “Too often, sustainability is treated as a trend or box to tick rather than a commitment. At By Rotation, we believe that true sustainability means making fashion accessible, circular, and community-driven." By Rotation recently opened up a physical touchpoint in Mayfair. “We wanted to bring the idea of shared wardrobes and responsible consumption to a wider audience, challenging the norms of fashion consumption in one of the world’s most iconic shopping destinations. By making fashion rental visible and accessible, we’re inviting everyone to rethink their wardrobe in a more sustainable way.”
So now you've read up on the brands to know, scroll down to shop our favourite conscious buys to get your hands on right now…
SALVAGED PEARLS, VINTAGE DIAMANTÉ, RECYCLED SILVER HOOKS
ECO-FRIENDLY LEATHER
FOREST-FRIENDLY VISCOSE
85% BIRLA EXCEL™ LYOCELL
100% RECYCLED
RECYCLED MATERIALS
RESPONSIBLY-GROWN SUPIMA® COTTON FIBRES
PRE-LOVED
100% RECYCLED GOLD VERMEIL
100% MERINO WOOL
MICROMODAL VISCOSE
UPCYCLED DENIM
Born and raised in Hong Kong, she earned her journalism degree in America and spent time at GLAMOUR US and People Magazine. She then returned to Hong Kong and became Tatler Asia's fashion director, where she ... Read More
