Fashion must GO GREEN to reset

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Fashion must go green to reset. Albert Elbaz once observed that “when there is a wind of change, we can build a wall to protect ourselves from the storm, or we can build a windmill to let the wind blow faster, so we can benefit from the wind and be part of change.” It’s a fitting summary of luxury fashion’s past decade. ⁠

The time for a reset has arrived. The worldwide pandemic is forcing fashion to undergo a dramatic transformation that is playing out in real time day by day, hour by hour. ⁠

This new theme aligns with emerging realities and will further explore the negative impacts of fashion, which have undeniably become more visible in recent weeks and months. ⁠

When our industry begins to recover, we must be focused on rebuilding a better new normal where fashion has to go green to reset.

Sustainability has to not only become the NEW NORMAL but as well the foundation of every fashion label and business.

We- at Michaela Jedinak– have championed Sustainability from the start and is at the heart of everything we do. ⁠
We use only fabrics from Europe to reduce transportation waste. ⁠
Our innovative made to order, no inventory model promotes personalisation and sustainability while dramatically reducing wasteful over production and returns. ⁠
We never destroy clothes or fabrics. ⁠
All sample dresses and returns are sold at discount prices while any surplus dress fabric is recycled as accessories.⁠

Redesigning value will prompt us to create greener fashion businesses by bringing sustainable practises to the core of the business models to spark positive, lasting change and impact. 💚

Fact is sustainability begins with the product design.  When designing a new garment I am always asking myself first:” WHAT PROBLEM AM I TRYING TO SOLVE.  It is much easier to design a garment/collection where you let your fantasies play out than trying to solve a problem in fit, quality of make, versatility, budget, sustainable and all designed in a beautiful way.

Unfortunately most companies’ budgets allocated to sustainability initiatives are driven mostly by marketing and not product design⁠.