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How to stay in style while being sustainable

Paris Fashion week is here and sustainability is the word of the season! Luxury brand, Chloé, creates one of the biggest sensations of the week with an eco-chic collection that addresses climate change and environmental urgency.

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Gabriela Hearst, the new creative director of Chloé, re-imagines the brand once conducted by fashion legends Karl Lagerfeld and Phoebe Philo, and sets the tone for a more sustainable, environmentally-conscious collection: “I believe luxury fashion has become overly industrialised”.

With an effort to implement goals for lowering Chloé’s environmental impact by 2025, 20% of Hearst’s debut collection was manufactured by World Fair Trade Organization fair-trade-guaranteed members.

Chloé is not the only fashion house doing a 180 degrees shift into sustainability this FW21. Andreas Kronthaler for Vivienne Westwood uses pre-existing fabrics to create his garments while Marine Serre’s ‘Core’, ‘ecofuturistic world’ collection, repurposes wool, silk and crafted jeans and jackets from deadstock materials and gernments.


Not too far from the French capital, in Copenhagen, fashion brands House of Dagmar and Marimekko show just how compliant fashion can be with the recently launched CFW action plan for a zero-waste business model, ​​which encourages brands to prioritize recycled materials and industry transparency.

In an industry however fueled by the constant desire of new things, how sustainable can fashion and the semiannual Fashion week really be?

Chloé and other brands’ efforts to shine light on sustainability is an encouraging step forward towards global environmental awareness. However buying sustainable collections from fast fashion brands or overspending on sustainable brands is simply not a viable solution to protect the earth.

Instead, when it comes to sustainable fashion, think of thrifting first or consider borrowing or renting clothes from friends and family. Online apps like Rent The Runway or Stitch Fix will also let you rent clothes for a fraction of their selling price.

As you are weighing down your sustainability options, consider also repurposing the clothes you already own by turning them into something new, like pants into shorts or a scarf into a strapless shirt.

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Finally consider new, cutting edge materials, like the up-and-coming Stone Paper, the latest renewable material made out of minerals which is set to take the fashion world by storm by 2022. Because it is made out of minerals, Stone Paper can be self-recycled repeatedly. It can even be repurposed from one renewable industry to another, like from fashion to agriculture and from agriculture to product design, offering the lowest possible impact on the environment, at an extremely affordable price. Both our planet and your bank account will thank you!

For more information on how Stone Paper can help the fashion industry make an impact in the sustainable world visit

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