SUSTAINABILITY
SS22 fashion & lifestyle trend
Our mindsets have become more sustainable and conscious, not in spite of, but thanks to the pandemic. We’re looking for new meanings and ways to achieve a more durable existence; we opt for rational fashion and lifestyle products. Flexible brands have found the time to rethink their higher purpose, or even start with a blank page. There is a strong search for new ways of producing for improved efficiency. Two major movements become prevalent: working stockless, only with production to order, and working wasteless, reusing deadstock for new collections.
Winner of the Most Sustainable Eyewear Brand in 2021 Karün focusses on circular economy: different types of waste such as fishing nets, ropes and metals are collected by Patagonian farmers in local communities. They are then re-used and turned into sustainable sunglasses. In SS22, the brand will launch a new optical collection. Another textbook case of rational fashion is DbyD by Pearle, the first eyewear brand making sustainable frames available at a global scale. The brand has launched a bio-acetate collection with simply designed quality eyewear lines that won’t go out of fashion next season.
Waste is an absolute no-go. DIM supports this sustainable way of thinking, not only in its packing, but also in its product: the reusable period panties are skin and planet friendly. Developing virtuous values is no longer a choice, but essential for long-term survival. Belgian brand with English roots Lee Cooper embodies this mindset. The brand has been CO2 neutral for years and has been using far less water in the production process. In SS22, the collection will be 70% sustainable, with a long-term goal of 100% recyclable jeans.
JBC also cares for the environment for many years now. With their Go Forward strategy, the Belgian fashion brand makes sustainability accessible for everyone. Innovative topics right now are about circularity, which results in different projects, amongst which repair, upcycling, recycling, … Likewise for BRAX’s Blue Planet label, in which the share of sustainable products has been continuously increased for years, significantly so in this SS22 collection. Unisa is also doing its part for a greener planet: premium leathers, recycled garments and innovative materials such as cork make for interesting designs that are kinder to the planet and look great.
Furthermore Mayerline embodies the sustainable trend for SS22, with a large focus on natural fabrics. GUESS also continues to lead the way with more sustainable fashion and innovation, further diversifying its use of green technology and fabrics. With their GUESS ECO SS22 collection, this season sees not only exquisite and iconic GUESS denim but a diversification of different garments. GUESS Bio Dye Project capsule contains colours from nature. Using natural pigments derived from plants and vegetables to create garment dyes that can return to nature without ecological impact. This reduces pollution, water consumption and increases energy efficiency.