"Sustainability" is the latest used buzzword in the fashion industry. However, people still believe that they have to sacrifice their good taste for reducing their footprints on earth.
More and more up and coming fashion labels choose zero waste producing, ethical manufacturing, and eco textile processing, but the most common "mistake" among those is to use sustainability as the main value and DNA of their brands. Therefore, nowadays sustainable fashion is still perceived as unattractive and irrelevant comparing to high fashion.
As an artist and storyteller, I find it as a wrong way to communicate sustainable fashion to the world. Fashion is art, it is the world of storytelling and self-expression, and sustainable fashion is not anymore about telling only one story.
The main challenge of sustainability is branding.
While the average consumer is affected by trend forecasters, creative directors and designers who hold the power to change the direction that the fashion world is going to, these days more and more key persons start see the potential in going back to nature, and examine fashion from a different sight. However, the common belief is that natural fashion is still identified with only one aesthetic, what brings us back to the branding challenge.
For this reason, I created “THE ECO- FASHION MAKEOVER” project. A platform to inspire and encourage creative directors and young designers to REBRAND the sustainable fashion industry by sharing ideas, concept designs, and visions while using the same tools to communicate with customers from the “old” fashion world. We see and experience fashion everywhere, not only in direct fashion campaigns, but also in advertisements, art videos, music videos, movies, celebrities, social media etc. All of those platforms can serve the eco-fashion in the same way or even better.
The eco-fashion makeover is an inclusive community for those who understand the future of fashion in the world of sustainability, and want to be part of this mission to expose consumers to a different way of wearing fashion and to show the world that we can look good and do good at the same time.