MORAL MAZE

MISS OHLALA NAVIGATES THE WORLD OF FASHION AND DELVES INTO THE SUSTAINABLE MOVEMENT.

Sustainability is the ‘hot’ topic in fashion, and it shows no sign of going away any time soon. However, the maintenance of “ecological balance” is not always the first thing that comes to mind when the latest collections hit the international runways. The question is, how do we navigate this jungle and what can we do as consumers to make right choices?

For the fashion industry, sustainability is the elephant in the room. The issue, which although championed by a few brands is only discussed in mainstream fashion press when a brand makes a chic offering using celebrity endorsers or aims to raise awareness and buzz on the catwalk with a slogan T-shirt

When we learn about “sustainable fashion”, we soon realise that there are many forms of (more) sustainable fashion. Some actors and individuals emphasise the importance of making clothes in a more environmentally friendly manner, while others advocate secondhand/vintage or underline the benefits of swapping, renting or borrowing clothes as opposed to purchasing newly produced clothes. All strategies promoting more environmentally, socially and ethically conscious production and consumption are important steps towards a more sustainable industry.

With innovative indie brands born daily, non-stop product drops and an endless stream of trends taking over social media, the beauty industry thrives on newness – but among all the buzz some movements are more significant than others. This year, conversations around sustainability in the beauty industry boomed, while commitments to greater diversity and inclusion were cemented.

Even if you don’t care a lick about saving money, frugality comes with benefits that extend beyond your pocketbook and personal life. The truth is, frugality doesn’t just benefit “us;” it can benefit the planet we live on too. By making fewer purchases and consuming less, we can positively impact the environment in a number of ways and contribute to a wider sustainable community. We love fashion. We really do. But we also love mother earth just as much as a light dress in spring, a warm jacket in autumn and a cosy jumper to stay in bed.

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