British department store Selfridges has unveiled a new sustainability campaign that aims to raise awareness of the impact of fashion materials on global communities and environments. Material World highlights sustainable brands, materials and production methods for textile development.
The initiative focuses on eight different fabrics – wool, cotton, leather, linen, plastic, denim, cashmere and viscose. It discusses the problems posed by each one, alongside viable alternatives or possible solutions for producing them in a less harmful way.
Selfridges has picked out eight key fashion brands that are championing sustainable material production and responsibly made collections. Each brand has a dedicated window display in Selfridges’ Oxford Street store in London to celebrate their designs, and they are also being retailed on Selfridges’ e-commerce site.
Brands include British label Le Kilt, which uses organic British wool to preserve traditional skills and support local communities; and Amsterdam’s Dick Moby, which helps to reduce pollution by making eyewear out of recycled or bio-plastics. LA label Tortoise also features; its ‘Wiser Wash’ method eliminates the use of harmful chemicals while reducing water consumption.
A rising awareness of material origins is spurring designers to re-evaluate material waste and off-cuts to remake raw materials. The developing aesthetics of conscious design are explored in our A/W 2018/19 trend Home Ground.
Look out for our forthcoming report exploring responsible dye processes and water consumption within textile production, publishing soon.
Selfridges’ Material World campaign runs until March 2017.