Posted on December 05 2018
As the article in this month's City Solicitor Magazine (Explore the Latest Fashion Trends) states in its opening paragraph, sustainability is a very fashionable word these days. The fashion industry is beginning to focus much more on the future of our planet and minimising waste is on all our minds.
One way to help is of course to ensure that each purchase of clothing counts and that consumers are not just buying clothes that are not meant to last. Or indeed buying clothes that will not wearable the following season as they will no longer be on trend.
I was interviewed by City Solicitor to talk about sustainability and the interviewer concentrated on those elements that arise from fast fashion. Our Jennifer Anne brand is the polar opposite of fast fashion. We create clothes of high quality, designed to last and with a contemporary classic aesthetic- in other words our clothes will sit well as your wardrobe staples for years to come. We find that this is definitely a factor in our customers buying our clothes.
I also said how it is easy to point the finger and criticise other people on sustainability issues. Encouragement rather than criticism can sometimes be the better way in making progress in this area.
We love the fact that all our clothes are designed and made in London very close to where we are based in Wimbledon. We absolutely agree with James Eden, the CEO of Private White VC when he said in the article how important it is to them 'their product is less travelled, properly and ethically made'. Ian Maclean, the Managing Director of the British firm John Smedley carried on this theme when he talked about consumers now placing more importance on different criteria than they used to. Brands are waking up to the fact that today's consumers want to know that workers in the supply chain are being paid properly, that health and safety measures are taken - in short that ethics are part of a company's policy.
The article concludes that we should encourage the momentum 'to ensure that something as beautiful, creative and fun as fashion is always accountable, responsible and sustainable". We can only agree.