Green awareness

Sustainability and environmental protection: these are the key words in the production and consumption of the fashion system.

For some time now, the main concern of luxury brands and fast fashion has been to obtain green certifications as quickly as possible to bring fashion towards an increasingly environment-friendly future. The goals are the following: renewing production processes by eliminating polluting gases and energy waste; continuous search for eco-fibres (with almost science-fiction results, such as fabrics made from pineapples and mushrooms); respect for farm animals and the prohibition of the use of exotic fur and skin (with the pioneers being Stella McCartney and Gucci, followed by Burberry); reduction of packaging, which is highly polluting due to being disposable (the LVMH group has reduced it by 60% for many of their items) and plastic recycling (Burberry is committed to making recyclable, compostable, and reusable hangers and packaging).

Even in the bridal sector, many brands are committed to creating more and more ‘eco-friendly’ clothes. Long-time ecologist fashion designer, Stella McCartney, has launched her first bridal collection made of sustainable viscose, hand-made in Italian laboratories.

Always with hand-made collections, the British brand Mother of Pearl has launched their first bridal line, the Pearly white collection, offering transparency throughout the entire production chain, organic and natural fibres, and a soft and modern fit that is wearable even after the big day!

Norwegian designer Leila Hafzi supports Nepalese artisans by defending their rights and paying fair salaries!

Indian stylist Anita Dongre, a vegan and an environmentalist is at the front line in the battle for sustainability by building green offices in Mumbai and offering women in rural areas professional training and livelihood opportunities!

Lost in Paris is an Australian ethical brand that makes custom-made bridal gowns by reusing vintage lace found in European antique markets with the least possible waste!

Meghan Markle’s favourite designer, Roland Mouret pondered over the fact that wedding dresses are worn only once, and on how cost-ineffective and contrary to sustainability that is. So, he designed White Collection, a ready-to-wear line that includes minimalist and modular suits, trousers, and dresses that can be worn for a long time, and even on other occasions!

For fast fashion, the first wedding dress from H&M’s Conscious collection was produced with regenerated nylon Econyl yarn!

Maximising both the social and environmental positive impact is the goal that companies are trying to achieve in the shortest possible time. In turn, end consumers should read all labels carefully, sell or donate used clothes to give them a second life and take advantage of the opportunities given by the sharing economy and by renting clothes and accessories already on the market, thus fuelling the circular economy.

By Elisa Nascimbenen for Valmont Barcelona Bridal Fashion Week

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