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HOW TO BE A ECO FASHION WARRIOR

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Reports suggest that the fashion industry alone is the 3rd most polluting industry in the world.

In fact, the fashion industry (including apparel and footwear) accounts for 8.1% of the world’s greenhouse gas emission and under 1% of material used to produce these items are recycled into new clothing at the end of its life.

So how can we work together to help stop this and encourage a more ethical approach? Continue reading to find out as we look into the best sustainable fashion initiatives for 2020.

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THE FACTS

Before we start, let’s address the problem, here are a few groundbreaking stats we’ve discovered:

“In the UK alone, around three hundred thousand tonnes of clothing ends up in household bins every year with around 20% of this going to landfill and 80% incinerated”

“It takes an average of 7,000 litres of water to produce one pair of jeans. That’s about the amount of water you drink over the course of 5-6 years.”

“Extending the life of clothing by a further 9 months would reduce carbon, waste and water footprints by around 20-30% each.”

“Greenpeace estimates 20% of clothing purchased are not to be worn, even once.”

“In 2017, consumer interest on Google search for sustainable fashion increased by 100%”

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FIRSTLY, DO YOUR RESEARCH

Finding out where exactly your clothes come from is a step in the right direction and essentially will change the way you consume your fashion.

Instead of purchasing new products, why not consider visiting a charity shop, you can even rent your dream outfit, so you can be picture perfect for your next upcoming event and save some wardrobe space, whilst helping the planet.

We recommend Front Row, which is London’s first luxury designer clothes rental service. With next day delivery, this innovative service seeks to empower a wider bases of fashion forward clientele and eliminates the age – old question, “Will I ever wear this again?”

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CHIC IN THE HEAT: Perfect for endless summer days, @vivaluxuryblog sports Zimmermann’s Melody Off Shoulder Dress, rent the look online now #SeeItLoveItRentIt

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INVEST IN THE BRANDS DOING IT RIGHT

Luxury fashion group Kering is on a mission to become carbon neutral within its own operations and across its entire supply chain, including its fashion houses Balenciaga, Gucci, Saint Laurent and Alexander McQueen.

The group-wide pledge will involve avoiding and reducing annual greenhouse gas (GHG) emissions and offsetting all emissions since 2018, as well as supporting the conservation of forests and biodiversity around the world.

Kering’s plans include: implementing Kering Standards for raw materials and manufacturing processes; becoming more energy efficient and upping its focus on renewable energy.

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An orchid pink lace bustier dress embroidered with hand-cut silk taffeta ruffles. From the Spring/Summer 2020 pre-collection. Photographed by @ChloeLeDrezen. #McQueenPreSS20 #AlexanderMcQueen

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USE YOUR VOICE

Vivienne Westwood has become an icon in her eco-friendly approach to fashion and is known as the queen of protest.

Moreover supermodel and activist Lily Cole has also used her voice and shared her views on why we should buy less and pay more, which in turn will mean you will be able to keep the clothes you buy longer and you will be paying more for quality products!

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The Argyle Crew, delicately knitted with a multicoloured wool base featuring our classic diamonds jacquard #VWAW1920 Exclusive to #VivienneWestwood online and stores.

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BREAK THE BARRIER

H&M is a huge retail brand who are trialing a new clothes rental initiative in its flagship Stockholm branch to combat the effects of fast fashion. The alternative rental service will allow customers who subscribe to rent clothes for 30 days, after which point they must be returned or purchased. 

If successful after three months, the company will consider expanding the rental service internationally. H&M isn’t the only large retailer making efforts to tackle damaging consumption cycles- Retaliers such as Urban Outfitters and Banana Republic both launched similar rental services earlier this year.

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Winter’s toughest sartorial decision: to stay warm or look cute? With this lavender cable knit you don’t have to choose! See the season’s best knits on #HMMagazine. Purple knit: 0823553001 Shorts: 0828046001

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