September 17, 2019

CONSCIOUS CONSUMPTION

CONSCIOUS CONSUMPTION

With the global fashion weeks in full swing and London Fashion Week on the doorstep, I picked up on the dominant conversation about the future of fashion. Given the sad state of the British High Street (micro) and the sorry state of the planet (macro), what is the solution?

 

I was shocked to learn that the fashion industry is the second largest polluter after the oil industry. Old clothes, discarded clothes, disposable clothes - call them what you will, all go to landfill. Most clothes are made in the Far East and that production process itself uses enormous amounts of water and produces chemical toxic waste, that finds its way back into the water system. The products are shipped around the world, creating more pollution. And this doesn't include the waste products created at the beginning, in the making of the actual textiles.  

 

It's a bleak picture - fuelled by demand and supply. We have this insatiable appetite for fast fashion - we want, we shop, we buy, we dispose. But we don't acknowledge the cost. Given the state of the climate change emergency we are now beginning to wake up to this reality. While we can't undo it, we do have the (buying) power to change it. 

 

For change to happen, we need to shift the dial - we need to decrease demand and supply will follow. We have to curb our desire for newness. We need to be creative, be more resourceful with what we have and how we shop. We need to be mindful in our consumer behaviour - think about what we are buying, where it comes from and how it was made, how we will use it, and how long it will last us. 

 

There are questions we need to ask to avoid being green-washed. If a fabric is made from recycled plastic - what happens that when you discard it? It becomes even more difficult to decompose and continues to create microplastic pollution. We need to demand better, and the supply chain will react. Technology needs to move faster and quicker, to find ways to recycle blended fabrics - make new from old and become closed loop. It will take time but it can happen. 

 

'Buy Better, Buy Less' has always been a good mantra to live by - curating a fashion wardrobe that stands the tests of time and always looks good due to the enduring quality of well made, well designed garments. And what happens when you want a seasonal uplift, a little rejuvenation to freshen up a look? You buy better, you buy less, and question how you shop.  

 

 




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Sizing Chart
AVA VERDÚ
XS
S
M
L
UK

6/8

8/10

12

14

USA

2/4

4/6

8

10

EUR/DE

34

36

38

40

FR

36

38

40

42

IT

40

42

44

46

BUST cms

84 (82-86)

88 (86-90)

92 (90-94)

96 (94-98)

WAIST cms

64 (62-66)

68 (66-70)

72 (70-74)

76 (74-78)

HIP cms

90 (88-92)

94 (92-96)

98 (96-100)

102 (100-104)

DETAILED MEASUREMENTS

BUST: Measure around the fullest part of your chest

WAIST: Measure around the narrowest part of your waistline

HIP: Measure at the fullest part of your hips

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