More mainstream brands are starting to talk about their sustainability practices. One great example is Mara Hoffman, who’s new collection we are bringing on for SS17. She recently did an interview for Vogue where she discussed being able to finally make the sustainable collection she has always wanted to. Stella McCartney has been very vocal about her endeavours in this arena. These are just two examples, but to an extent it’s becoming more normalised which is exactly what we would hope for. As a result we find people are more familiar with the subject matter, consider it less a case of being on the fringe of fashion, and are more open to trying it as long as it’s in keeping with a fashion-forward aesthetic.
« It's becoming more normalised which is exactly what we hoped for »
We don’t necessarily have a ‘most popular’ brand. It really depends on what people are looking for. We do well across a huge range of brands, from Bamford for beauty, to Yoga Democracy and Ryan Roche. They are all entirely different from each other but it does go to show us that people are looking for sustainable and ethical brands across all areas of lifestyle.
Over the past three years, more and more brands have started considering the sustainable side of their businesses. It’s becoming a mainstream conversation with the likes of Zara and H&M even addressing it. Kering is a leading pioneer in sustainability within fashion. We feel and hope that the conversation continues to grow, the number of designers considering working in this manner increases, as does the demand for it from consumers.
/Natasha Tucker, co-founder of Rêve En Vert