I’m a self-confessed sustainable-fashionista. I love fashion but I’m trying to be more ethical in the way I buy my clothes.
Don’t worry, I won’t make you try on a hemp overall (although utility boiler-suits are having a fashion moment right now). What I mean is we should all be more conscious of where our clothes come from, how they get to us and what we do with them once we’re ready to replace them.
To be blunt, gone are the days of impulse buying, wearing something only once and then burying it away at the back of your wardrobe or worse still, chucking it in the bin.
What Is Circular Fashion?
‘Circular Fashion’ is a fashion trend we need to turn into a timeless classic. Just like the trench coat and the little black dress, circular fashion needs to be a style statement, season after season.
The concept of circular fashion, the idea that every part of the life span of a piece of clothing is cyclical, has been around for years (it was coined by Dr. Anna Brismar in 2014).
When it recently made the pages of fashion bible Harper’s Bazaar, I realised I’ve been embracing the circular fashion strategy for years, initially without even knowing it. Because the truth is my season style updates didn’t see eye to eye with my wallet so I had to do something about it.
Do The Fashion Maths
It starts with buying pieces that are timeless and have a lifespan longer than a girls weekend in Marbella. Will you wear that black & gold party piece again and again, season after season? If not, leave it at the checkout.
I try to do the fashion maths and work out three different occasions I can wear an item, three different ways I can style it and three things I already own that will go with it. If I can’t work those figures out, I leave it.
My recent buy, a ‘too expensive to think about’ Cefinn dress has been amazing and cost per wear, cheap as chips. I’ve worn it with boots, trainers and heels and it’s transitioned from Monday morning office wear to New Year’s Eve party frock.
Sustainable Fibres
The material comes next. You’re looking for natural fibres that are sustainable such as cotton and cashmere (there is a God!). These can be recycled and are biodegradable.
I buy my cashmere second-hand, hunting out bargains in charity shops and via pre-loved resellers. My top find, a JCrew tomato red sweater, that cost me £10. I try to avoid polyester as it can’t be recycled. I also avoid Lyrca but that’s because I’m lazy.
How And Where?
The next stage is questioning how and where your clothes are made and perhaps digging a little deeper to find out who actually made them. Most of this information is only a Google search away.
I also look out for British made brands because they have a low carbon footprint. Much more exciting than rushing to buy this season’s ‘it dress’ that every fashion influencer under the sun is flogging on Instagram.
Get Creative
And just when I think I’m tired of trotting out the same jacket for the tenth season in a row, I get creative. Switching up the buttons, turning a dress into a top, cropping trouser to capri pants.
There’s usually more life to a piece if you just give it a chance. My favourite pair of velvet trousers are older than my kids (and they’re angry teens). They started out as full length straight legs, now they’re a flirty ankle grazer and I can’t get enough of them.
Recycle
One final word. When your love affair with your clothes is over, never, ever throw them away. Recycle them, give them to charity, pass them onto a deserving friend or sell them on eBay. Absolutely no joy can be found in filling a bin bag with clothes and throwing it away.
The circular fashion strategy has made me fall in love with my clothes all over again. I know that I don’t have the power to force the big brands to be more sustainable. However I have the power to make my own wardrobe more sustainable.
I feel happier about doing my bit to save the planet and I seem to be saving some money in the process, which has got to be good thing, right?
Photo – Jon Bradley Photography.
Bio
The author, Rachel Bradley is founder of Gossip Girl PR. Rachel runs monthly events for business women in her local community. She is a true champion for women in business and is always on the look out for new trends and opportunities.
At heart she is a story teller, for her own business and for other peoples too. She is a big fan of sustainable fashion and is doing her best to live a more greener life. You can follow her on Instagram @_gossipgirlpr.
