Ready-to-wear gets its hands dirty

Eco will no longer be a word that immediately conjures up images of oatmeal-coloured garments or clothes that are oversized or lacking in any sort of luxury, beauty, detailing or desirability. European fashion houses have started a revolution within the luxury sector and it looks set to grow imminently.

Ethically aware fashion brands are making a positive social change without engaging in typical CSR activities. By redefining CSR as CSV luxury companies are using the power of their brand to inspire change and produce an overall beneficial impact on society. The concept of sustainability has taken the corporate world by storm, re-incarnating into a very necessary ‘added value’ and proving crucial to a modern business strategy. Within this time period European luxury fashion brands re-evaluated their strategies to deliver comprehensive communication programmes and consumer outreach strategies, mainly integrated with sustainable initiatives. They implemented core brand values of traditional craftsmanship, heritage and global consciousness with a modern sensibility.

Stella McCartney, a leading designer within the luxury fashion scene has become a figure head within the eco-fashion realm, quoting:

“I design clothes that are meant to last. I believe in creating pieces that aren’t going to get burnt, that aren’t going to landfills, that aren’t going to damage the environment. For every piece in every collection I am always asking what have we done to make this garment more sustainable and what else can we do.” Stella McCartney

The core values of these brands go much further than environmental by exploring ethical work practices found to have been exploited within the high-streets production chain. By monitoring the risk of forced labour, human trafficking and slavery in the supply chain through unannounced audits and other measures conducted by SAI (Social Accountability International) the welfare of workers is slowly improving. Luxury brand Gucci has certified various businesses under the SAI standard, raising awareness of the need to “advance the human rights of workers around the world”.

Livia Firth draws attention to the positive outcome of exposing the supply chain quoting “Ethical fashion empowers you – when you wear it you are also wearing the beautiful stories of the people who have made those clothes. We are so disconnected from the garment workers at the end of the supply chain – often women scraping a living on the other side of the world. The Green Carpet Challenge® (GCC) emphasises this message and demonstrates that together we can make a difference.”

And now MADE-BY have created a technological tracking system for your garment, making sure each step has been consciously and safely thought about. The ingenious Track and Trace system means a code entered into the website allows you to see exactly who made your clothes, how and where. Allowing a luxury brand to become transparent for a consumer and in turn adding value within the garment. I’m not saying that high end fashion brands have simply changed their strategy for profit but becoming a transparent eco warrior certainly helps them star abreast of any financial and ethical trouble.