Last year, Stacey Dooley did a brilliant job of opening the nation's eyes to the perils of fast fashion in her BBC documentary, 'Fashion's Dirty Secrets'. This has led to lots of us asking how we can shop more sustainably, especially in terms of fashion.
I believe we should aim to shop the three C's: shop consciously, consider every purchase and choose brands and independents making an effort to be more transparent.
As with much of modern life, shopping has become so fast and impulsive that we don't spend enough time getting to know our local independent shops or learning about the high street brands we regularly shop with. The best thing you can do is slow down and take an interest in the provenance of the clothes and brands that create them. Their stories are often fascinating and make your purchase much more exciting when you know exactly how your new outfit was made and why.
Niomi Smart was recently interviewed by Hello Fashion Magazine and said this, "one of the best ways to be sustainable with your fashion choices is to buy less frequently, and only purchase items that you adore and know you will wear for years to come." I think she hit the nail on the head.
My passion for sustainable fashion runs through the veins of Sassi. Our swimwear is made in Wales by the happiest team of seamstresses you could ever wish to meet. The unique hand-beading is beautifully made in one of Mumbai's first ethical ateliers. If you want to learn more about our story, you can read it here. I have endeavoured to design swimwear that will last for years so that you only need to buy it once and can enjoy it for many summers to come.
If you'd like to learn more about sustainable fashion, I can recommend the following books, businesses and documentaries that have inspired me:
- Stacey Dooley Investigates: 'Fashion's Dirty Secrets' (BBC)
- Lucy Siegle 'To Die For' (Harper Collins)
- Follow Eco-Age, a Sustainable Fashion Consultancy founded by Livia Firth
- Know the Origin, our favourite Sustainable Fashion boutique