Mother Earth: Emerging Designers And Virtual Models Claim For Sustainable Fashion (Source: The Regular Agency)

Industry: Fashion & Accessories

The pandemic of COVID-19 made the whole planet think about acute problems of nowadays such us pollution of environment or overconsumption. Even the new social network TikTok was deeply touched be the problems mentioned above. That was the reason why together with Global Talents Digital they started a new challenge #rewiringfashion aiming at drawing attention to sustainable fashion.

San Francisco, CA (PRUnderground) June 14th, 2020

Just to mention, Global Talents Digital is the unique project gathered more than 50 international designers and visual artists worldwide. For 2 days brands presented their collections in a totally different way with video presentations. Global Talents Digital helps not only young creators to expose themselves but to think about the world environment and the sustainable consumption.

Lots of designers started thinking about sustainability long ago. Stella McCartney was the first one to reflect on environmental problems. Her self-titled brand from the beginning started using ecological fabrics and organic dyes. Even oceanic garbage is used while producing new garments. Emerging brand Ksenia Schnaider is famous not for its creative jeans but also for using vintage reusable materials in the collections.

«Sustainability is the main fashion trend in post-quarantine time», says Alexander Shumsky, the President of Russian Fashion Council, who is behind Global Talents Digital initiative. And sustainability became the major factor for designers while creating their new collections. Most of the participants of Global Talents Digital adhere to the principles of sustainable fashion and respond to the problems of overproduction and over processing. Just to prove a point, several brands (among them are Russian ophelica, US-based Shell and the virtual model Kim Zulu from South Africa) presented fully digital collections. So, ophelica tried to find the balance between two digger net worlds – virtuality and reality. To emphasize the idea, Ophelica’s designer Regina Turbina played on contrasts and used holographic colors and shades of gray and black, smooth faux leather and textured multi-colored fur combining with voluminous oversize and tight-fitting cut.

Moscow-based designer DANIIL KOSTYSHIN presented a mixed collection of digital and real clothing, which was made from recycled plastic. Despite the fact that the majority of looks are complex they meet the basic ideas of the brand of multifunctional clothes. White shirts with high collars, wide pants and a maxi-length cloaks, jackets and vests became the main elements of the collection.

Not only Russian designers try to turn society to light. Many foreign brands keep to sustainable fashion the way we do. Designers pay special attention to working with environmentally friendly and high-tech fabrics. Such materials can be found in the collection of Argentinean brand CHAIN, which uses biodegradable materials, natural dyes in its collections, and also adheres to the principles of non-waste production. Global Talents Digital brands support local production as a part of the sustainability concept. Almost 70% of AFTER WORK STUDIO collections are produced in the brand’s homeland in Switzerland. The team also works with materials that comply with the Global Organic Textile Standard (GOTS).

We want to believe that sustainable fashion will become really important in modern industry. We are human beings and we have to think about it first. Who shall it be if not us?

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