RECONNECTION

THE SUSTAINABLE FASHION WEEK PODCAST

Launching Autumn 2024

Q&A with Louise:

Where do you think fashion is heading and what can we do to shift the trajectory?
Fashion seems to be heading towards the extremes. On one hand, fast fashion companies with very questionable ethics are getting stronger, but on the other, there is a growing demand for transparency and ethical practices.

It is great to see the demand growing but it's unfair to place all the responsibility on consumers, especially with the amount of greenwashing in the fashion industry. So both a bottom-up and top-down approach is needed, with standards set in law and regulations in place on proper labelling, marketing and production standards.

But the massive shift in attitude towards second hand shopping and more transparency on a lot of websites is making it easier than ever to buy more sustainably.

We need to keep talking, sharing information, and putting pressure on those in power to make changes for a more ethical fashion industry.

The damage fashion causes is much more frequently spoken about in the media these days, but do we talk about it enough in our relationships?

My experience of this is probably a little biased…I talk about it a lot with friends, family, and colleagues! However, I imagine that, broadly speaking, it isn’t a common topic in relationships even if the awareness is greater.

I would love to hear fashion production discussed more in mainstream conversations and in the education system. It would be great for it to become a household topic - where we can share both information and solutions.

Do you think collective action starts with information or inspiration?

Probably both, we all learn in different ways, but I certainly believe one complements the other. Some people are facts and stats driven which is amazing... I am not that person! For me, I need stories and visuals which are then backed up with stats.

If we think about urgently changing our collective fashion habits, what information do you think would be the key to changing more mindsets?

Fundamentally we need to shop less, there are an insane amount of clothes in this world, enough to clothe the next 6 generations and billions more get made every year. And with some of the worst quality clothing being made from synthetic fibres which don’t biodegrade - it is just unsustainable.

Having a platform with practical steps on how to make changes would be helpful, as not everyone has the time to research or the money to invest in high-end sustainable brands. Making sure there are practical and attainable ways for everyone to join the journey. That’s why things like swap shops, Vinted, Depop, and second-hand shopping becoming fashionable are amazing.

I also love Dr. Brett Staniland’s campaign (@twinbrett), where we only buy 12 new items a year, one per month, similar to how people used to shop before fast fashion. The aim is to buy less and buy better, giving us a goal to work towards.

Understanding the psychology of shopping and fast fashion is another area to explore. Learning about the control it can have on us, similar to an addiction, can make breaking away so much easier. It’s freeing to walk down the high street without any desire to shop - something I couldn’t have imagined 10 years ago.

Reaching as many people as possible in as many ways as possible is also key. The media, social media, content creators, and celebrities all have a huge impact. For example, Claudia Jessie from Bridgerton wore the same Stella McCartney suit on more than one red carpet to promote Season 3 ... and because she is who she is, it reached loads of media outlets - what an icon.

On a community level, swap shops, sewing clubs, and sustainable fashion events are becoming more popular. I hope we can keep the momentum and build communities in our local areas to ensure unwanted clothes go to new homes, old textiles are recycled properly, and we care for and respect the items we’ve spent our money on.

What would you like to do with the Reconnection: Sustainable Fashion Week Podcast, to have impact?

I am keen to create a safe space for everyone, no matter where they are on their sustainable fashion journey. Whether they are totally new to the subject or fully invested, I want it to be a place that is accessible, educational, and fun. There are so many elements to ‘sustainable’ fashion, so breaking it down, exploring different areas, and creating a resource for anyone who wants to know more would be a dream. Essentially, I would love for everyone who has an interest in sustainable fashion to feel welcome.