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Green party: Fashion with a conscience
ELLE asks a round table of eco-fashion pioneers and industry experts: Can fashion have a conscience?
By Avril Mair
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Is it possible to be totally in control of a product's ethics, from design to manufacture to retail?
Ali Hewson "It's possible to try. It's always possible to take action to continually improve conditions."
Katharine Hamnett "Absolute traceability is the new catchword in ethical and environmental sourcing."
Christine Gerrard "The simple answer is no. Unless a retailer owns all of its own factories, it will always be reliant on the honesty of the suppliers. But through rigorous inspections, clear communication and long-standing supplier relationships, we can work toward a high degree of certainty."
Anya Hindmarch "It's not easy especially when you are a small business - because it takes resources and 'market share' to make suppliers listen. But if they realize that this is what customers want and that they will go elsewhere, I suspect that they will start listening."
Roland Mouret "Actually, I think it's already possible. It's very important that my collection is produced in France - for the trademark, the quality, the tradition and the professionalism of its manufacturing. This is fair trade: I know why my outfits are expensive because I know where every single penny goes."
When creating ethical, eco-friendly products, how much does the finished product stray from the original concept?
Stella McCartney "For me, skin care is a constant challenge. Eye creams, for example, are the most difficult thing to do because they require chemical preservatives. I've reached the point where I have to decide if I won't do a cream because it won't be 100-percent organic or compromise and just do the best I can."
Anya Hindmarch "I wanted to use fair-trade cotton for the 'I'm Not a Plastic Bag' project, but it wasn't easily available at the right quality or quantity in the right time frame. That's not a reason to stop trying for the future, though. Being realistic, it's hard for a lot of fashion names when seasons are short, deadlines are tight and business is about survival. It helps when the bigger market players in the supply chain pave the way."
Ali Hewson "The challenge is huge. But why take the easy road when you can take the hard one? That's one of our family mottoes."
Image courtesy of Stella McCartney
Click here for more on eco-friendly fashion.
Related articles:
Eco fashion
Eco-beauty
Eco-friendly clothing
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