Positive Fashion Dilemma

March, 2018



‘Fashion fades, only style remains the same’ – Coco Chanel

It has become quite trendy to be ethically concerned, eco-friendly minded, to go plant-based… But for how long are we going to chew on this fresh celery stick for? Pardon my biggest caricature here.

When ABC War On Waste episodes publicly revealed coffee cups weren’t recyclable, it was a national shock. Everyone ran and got a Keep Cup, which raised their benefits up to over 400%. The positive thing out of this trash news was to witness some fast radical human behaviour changes in the surroundings.

At that time, our business neighbours were coming to the local cafe, carrying fiercely their new KC not far from their badge lanyards. It was amazing to acknowledge how concerned and supportive everyone was. Hotspot Cafes were doing a discount to anyone who would bring their reusable cup while purchasing a takeaway coffee. We were all on a mission.

However, the new trendy habit didn’t last long nor the discount. A month or so later, back to the old way to be. Badges lanyards remain over branded KC. Knowing that Australia throws everything in the landfill, how can citizens still be so unreasonable? Let’s not act like Snow White’s squirrel friends, trying to hide the dirt under the carpet and pretend it is all sorted.

Let’s be real, nobody is perfect. This Trend Report is aiming to focus on the way we perceive fashion, as it is the second most polluting industry.  These are a few examples of the positive fashion helping us in making the right choice and keep it eco-stylish, as it is all that matters in Coco’s eyes.

‘It’s crazy that today it’s easier to find shitty materials than it is to find a good alternative with high standards’ – Amélie Pichard

Amélie Pichard, as you can guess, is a French fashion designer. She could be the modern ‘Cendrillon’ of our era, but instead of languishing for the Knight in shining armor to come along with the missing shoe, she designs her suitable match. Retro, provocative, elegant, the dream shoemaker is also taking the 100% transparent policy very seriously. Registered on Honest By, she proudly sells her collection dedicated to Pamela Anderson. Honest By is a platform showcasing brands that are environmentally friendly, raw materials, tracing back to their origins the fabrics and trimmings used in the products.

Read the full article here.


‘Buy less, choose well and make it last!’ – Vivienne Westwood

Immutable activist and highly respectable fashion designer, Vivienne Westwood is giving a green energy touch to her tartans by joining the #SWITCH movement.
The British Fashion Council, Dame Vivienne Westwood and The Mayor of London have become allies against the war waste in High Fashion and its devastating impact on our planet.
The battle should go until 2020.

Read the full article here.


‘Our size, scale and influence mean we have both a responsibility to do the right thing and an opportunity to change’ – Anna Gedda, Head of Sustainability

Fast Fashion Giant H&M Foundation, founded The Global Change Award, one of the world’s largest innovation challenges, in collaboration with Accenture and the KTH Royal Institute of Technology.

H&M is leading the way by adopting a sustainable, fair, equal and renewable approach and it is a pretty clever strategy.

No doubt the Titan project will take a while before generating a complete virtuous circle, however, it is comforting to see fast fashion brands such as H&M are taking this challenge seriously.

H&M Sustainability Reports here.
Global Change Award Trend Report here.




Italians do it better 


Italians are renowned for their advanced European tan leather summer skin, la Dolce vita, pasta e tutti quanti. Let’s have a look at how they turned grape skin into gold, or, to be more accurate, into the new leather substitute. My secret hope is that these bags have a Pinot scent.

Full article here.


When Australian creatives are cutting shapes…


‘Intent aims to reconnect the designer, maker, and wearer – encouraging people to value what they buy on a deeper level’ –  Intent Journal 


Arnsdorf, or the art of transparency


Jade Sarita Arnott, founder of the beautiful Australian fashion label Arnsdorf: “It’s a really exciting time for the industry … there’s a lot more visibility around sustainability and (ethical production),’’ Arnott said. “Consumers are being more educated about where their clothes are coming from, and that has come a long way from when I was doing it (previously).”

Read full article here.


Recycle Boutique, or the second-life of excellence


It is rare to walk across a vintage shop that is exigent about its selection. As a consignment store, only la crème de la crème has a winning spot on Recycle Boutique’s clothes hangers. From Balenciaga to Issey Miyake, Valentino, Dolce Gabbana and all the renowned et cætera, fashion aficionados and purists sell their treasures or fall in love with ‘new’ ones. Ethical, unique, timeless… Sexy, isn’t it?

Find the stores here.


Hara, or the new symbol of freedom 


Minimalism, slow-life, comfort, strength and peps colours, these are Hara’s criteria. What else? It is GREEN. As an advocate of Mother Earth, the clever brand uses Bamboo fibre in order to change mentalities (fabricants and wearers) of cotton abusive use in clothing production. Hara is more than just a bra, it is a movement, it is the voice of younger generations who are re-shaping the way we live and protecting our beautiful planet.

Explore the movement here.


Kowtow, or the land of promises 


New Zealand’s fauna and flora are surprisingly unique, mind-blowing. Gigantic Mount Cook stares at you from its all splendour, making you feel small but thankful. New Zealanders protect their sanctuary as much as they can, and Kowtow is an example of what results from this strong mentality. Gosia Piatek, Founder, and Creative Director choose sustainable fashion as a statement.

On your knees now.




We shouldn’t rely on trends to dictate our behaviour. They can certainly be influential, but they aren’t eternal.
Natural, ethical, and sustainability are sexy, affordable and stylish, for all tastes including your wallet. However, there is nothing new about being sustainable. What is new is the fact that fast-fashion is finally realising its failure as well as its harmful impact on the environment. Or is it another marketing strategy to make the brand’s image more loveable? If it is, how long will it last for? Global warming isn’t coming. It is at our steps, walking through our doors and fast-fashion is feeding it. Make a change on your own scale, it is largely doable. Be curious and adventurous. Be yourself. Preserve and respect the place you have established yourself. That will make the happiness of the younger ones.

I will finish en beauté with this moving documentary called ‘Demain‘ (‘Tomorrow’) filmed by Melanie Laurent and Cyril Dion.



Au revoir.