ICONIC STYLE
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The world of fashion is embracing the need to work in a sustainable way, which has led to the emergence of some female-lead initiatives that are influencing the circular economy, as Michelle Pughe-Parry de Klerk discovers
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For a long time, consumers have turned a blind eye to the excesses and unscrupulous practices of the fashion industry. However, as sustainability has gone from buzzword to critical movement, we are demanding more sustainable options to reconcile our love of fashion with the crisis our planet is facing. According to the Ellen MacArthur Foundation, the equivalent of a rubbish truck full of clothes is burnt or buried in landfill – every second. A sustainability revolution is underway with women at the forefront, driving the circular fashion movement and providing us with guiltless, authentic and fun ways to enjoy fashion again – by recycling, reinvigorating and rewearing what we already have.
THE AUTHORITY Inspired by a conversation she had with Sir David Attenborough, Diana Verde Nieto founded Positive Luxury in 2011, along
Left Circle of Style is the only personal styling and shopping service for second-hand fashion. Above Natural Nuance’s accessories are designed to encourage a circular fashion economy
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with serial entrepreneur Karen Hanton MBE, to address luxury’s impact on climate change. “I identified luxury as a significant contributor to the climate problem but also as an industry that has the influence and power to drive positive change,” says Diana. It is fascinating to see the ways manufacturers and brands are approaching circularity, of which the three main types are: Retain, Product Life Extension and Designing for Circularity. Retain is where the brand rents or leases its product to the customer rather than selling it; Product Life Extension focuses on designing products to last longer because a longer product lifespan means fewer purchases over time. With Designing for Circularity, companies design their products
