Sustainable Fashion

Buying less and buying better is the mantra we should be living by. The complexities and harsh realities of the fashion industry are once again in the spotlight. But with consumer awareness about how clothes are really being made on the rise, it's an exciting time for sustainable fashion as we see brands paving the way in the ethical arena.

Sustainable fashion is a part of the growing design philosophy and movement towards environmental and social sustainability, the goal of which is to create a system that can be supported indefinitely in terms of human impact on the environment and social responsibility. Saying that, sustainability is fashion's current greatest challenge but also fashionable, meaning countless brands have jumped on the bandwagon of consciousness. And it’s refreshing to see the impact of this at trade shows this year, where brands are taking a much more considered and honest approach to a sustainability strategy.

Sustainable practice makes perfect – and it’s proved possible by an ever-growing number of heroes in the fashion world. From niche maisons to big industry names, brands are increasingly taking responsibility for their products, packaging and processes - preaching transparency from concept to consumption. Sharing their worldly feats, fuelled by progression, innovation and outside-the-box-thinking. At Pranella, sustainability is at the heart of the business. And how do we do this? Transparency in the supply chain. Using materials that are less damaging to the planet, working with factories that are safe to work in, with better eco-credentials and fairer wages to employees are all simple steps that make a huge positive impact.

It’s evident how eco friendly most companies are becoming too, from the quality of working environments abroad to fair trade, and it’s great to be a part of that. Ethical, sustainable fashion is at the forefront of Pranella’s design philosophy and we truly believe in ethically conscious fashion that makes women feel good, without harming our planet. Considering issues such as overproduction and harmful human rights practices, Pranella has taken unique and important steps towards creating fashion more sustainably and ethically, whilst not scrimping on style and comfort. We use innovative production and distribution methods to avoid unnecessary waste and only source from ethically responsible suppliers. It is a slow move to environmental and social sustainability within the fashion sector, but at trade events like Pure London and the rest, it’s clear to see the industry is shifting in the right direction.