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Fashion
Published: 7 Aug 2017

Progressive Fashion

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Premme

As diversity, sustainability and seasonality increasingly become a part of mainstream cultural conversation, the need for the fashion industry to cater to the nuances of these areas is greater than ever before. Several brands and designers are attempting to tackle some of these issues head on, paving the way for these growing movements.

  • British designer Mary Benson has just released a seasonless, genderless, slow-made streetwear collection under her newly launched e-commerce site Mary Benson World. The inclusive designer – known for her intricate vinyl prints – has also rejected the traditional fashion schedule after just two seasons, claiming that the current state of fashion is creatively and environmentally unsustainable, as well as being over-pressurised and unrealistic for emerging designers. 
  • US-based Kirrin Finch, launched by Laura and Kelly Moffat, is a sustainable “menswear” label aimed at masculine-identifying women. The brand, which started out as a Kickstarter campaign, caters to women and queer or transgender customers who follow a dapper aesthetic. Garments include gape-proof shirts, unisex T-shirts and height-appropriate tailoring.
  • Premme (a combination of ‘premium’ and ‘femme’) is a fashion-forward womenswear label aimed at US sizes 12-30. The brand – launched by influencers Gabi Gregg and Nicolette Mason – was created in response to dissatisfaction with the current plus-size market. Apparel consists of youth-focused statement pieces and is modelled by a racially diverse cast of women in sizes 12 and above.

For further reading on the fashion industry’s response to the plus-size agenda, diversity, sustainability and the challenging fashion environment, read our upcoming Industry Trend The New Fashion Landscape 2017 – publishing on August 16.  

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