Developments

Fabric

Illustration Styles

Market

I have finalised who my market is!

My market is EVERYONE! I want to design pieces that are simple and easy to incorporate into any wardrobe but also have a point of difference (which is my aesthetic, my style, my influence). I want to use sustainable fabrics and consider less seams and less fabric waste with my shapes and pattern pieces. I want this collection to show consumers that being sustainable isn't a fad/ trend but its the new way of life, that sustainability not only takes care of the earth but brings us true happiness.

If this was reality my collections would further progress into more sustainable practices such as zero waste, recycling garments to make one offs, biodegradeable one use pieces etc....

Sustainable Futures

I was given a reading by a tutor last year that has stayed with me and helped mould the type of designer I want to be. The reading was from a paper written by Kate Soper, a philosopher, who has researched intensively into a theory called Alternative Hedonism. It's about a sustainable future, a post-consumer future, where realising that materialistic things don't actually make you happy and spending quality time with family and friends is what you actually crave. This may sound like terrible news for designers and product developers, but I think it's just another challenge. Designers would have to be more creative in their products, and a higher need of identification with their product would have to be forged. I want to design for consumers who want pieces that are not good but great quality, I feel as though we have lost the good quality in all aspects of life. I remember my parents talking about how clothes were expensive 30 years ago, but you knew if you were going to buy anything it was going to last you a hell of a lot longer than one season. My parents still have many items, not just clothing, that have lasted the years of wear and tear and only look better with age. I want to know what happened to those designers and manufacturers, and create clothing that has this kind of honesty and genuine emotion connected to it.
Here are some websites that further explain Kate Soper's theory of Alternative Hedonsim:

• http://www.emmawaight.co.uk/website/?p=327- blog post, overview of Soper's philosophy of alternative hedonism.

• http://hw.libsyn.com/p/7/2/7/727dd71a0b8509b6/Kate_Soper_on_Alternative_Hedonism.mp3?sid=927b39b35209dda3f4d1c4967c3a9cab&l_sid=18828&l_eid=&l_mid=1730383&expiration=1337245763&hwt=e5de39ec6dbbf223c16539a187d5cf52- audio, interview with Kate Sopher by Philosophy Bites.

This is a programme I watch whenever I can, it has some amazing people who create new methods that are not only sustainable and 'green', but accessible and more efficient.
http://www.sundancechannel.com/big-ideas/

Market Board

I think my market would be someone who enjoys the outdoors, whether it's camping, tramping, chill'in at the beach or walking the dog. They like to wear comfortable but stylish clothing that allows them to express who they are but also have functionality. 

Developments

What's Available in the Sustainable Market???

Many fashion labels and designers are becoming sustainable companies and it is becoming a more and more common and acceptable for them to use organic fabrics, fair trade manufacturers, sustainable cutting and pattern making and recycling of resources and materials.
EDUN

Drawstring Parka $598.00
75% cotton
25% silk

Kente Print Open Back Mesh Sweater Tank $268.00
100% organic cotton

laser Cut Silk Romper $398.00
100% silk

Cropped Cigarette Jeans $198.00
97% cotton
3% elastane

Edun uses mostly natural fibres for their garments and completely dedicated to producing and manufacturing every garment through fair trade companies and organisations. They have a very minimal sleek sexy style that is easy to wear and can be worked into almost any wardrobe.

MONKEE GENES

Inky Black Organic Skinny Fit Denim Jeans
$60.00 UK
organic cotton 

Plum Organic Sateen Chinos $60.00 UK
organic cotton

Monkee Genes produces mainly jeans that are made out of 100% organic cotton and bamboo. they use fair trade manufacturers and dye the fabrics in a more sustainable, less waste process. all jeans are unisex and they even do a kids range which is another sustainable practice. they produce sustainable eco-friendly garments that fit great have great colour range and are reasonably priced.

KOWTOW

Whereabouts Cape $245.00
100% fair trade organic cotton

Fleeting Moments Dress $145.00
100% fair trade organic cotton

New Oceans Top $155.00
100% fair trade organic cotton

Runaway Pant $155.00
100% fair trade organic cotton

Kowtow is a New Zealand fashion label that has the iconic New Zealand dark aesthetic. Their garments are all very loose fitting, simple but with small structural detailing. Their manufacturing occurs in a fair trade factory in Kolkata India. 

MIRANDA BROWN

Sweetie Sweetie Dress $280.00 NZD
merino towelling

Merino Leggings $220.00 NZD
merino spandex

Trench Coat $725.00 NZD
wool

Merino Kaftan $460.00 NZD
NZ merino wool

Another New Zealand fashion label that takes on prints. Miranda Brown brings colour into sustainability but most pieces are at a higher price for the garment. This is because not only are they made fro organic fibres they are locally made in New Zealand.

I feel that the range of garments and labels of sustainable resources and fair trade manufacturing has increased immensely since I first started researching sustainable fashion three years ago. However it still has a long way to go before sustainable fashion becomes just fashion or normal. I want to join the ever increasing amount of sustainable designers with my commercial mid market collection.