Trend alert: Conscious consumerism

Upcycling, working with unused fabric scraps and zero-waste denim have become household terms. They also provide for a new, idiosyncratic aesthetic that is less about following trends and more about personal expression through style.These MMBSY brands embody the trend for FW21/22.

Wasted Atelier

Creating unique items out of fabric surpluses, Wasted Atelier is the new Belgian fashion brand to keep an eye on. The label was founded out of a thorough knowledge of the fashion industry and a desire to do better. By locally designing and producing items out of forgotten fabric scraps, the Belgian brand has a unique way of making sustainable clothing. Their designs ooze positive vibes and boldness.

Wasted Atelier works outside of traditional rules and timings, dropping new items throughout the year. The collections contain dazzling kimono’s, bright maxi dresses, striped summer shorts and patchwork trousers.

Click here to view all campaign images.

Mayerline and Améline by Mayerline

Mayerline is a rooted Belgian fashion house that always stands for comfort, elegance and femininity. Clothing for real women, with real bodies. The brand and its second line Améline by Mayerline bring timeless classics, that can be combined in numerous ways – in qualitative fabrics, with a perfect fit. The brand has been focusing more and more on sustainability and environment-friendly, natural materials.

The FW21/22 collections are colorful and all-season, with multifunctional pieces and possibilities to layer. Inspiration for the designs and hues was found in nature. Comfort and simplicity get an ultra-elegant touch with soft fabrics to cocoon in, like luxurious knitwear, teddy and crushed velvet. Mayerline nudges to the Roaring Twenties with flamboyant pieces in decadent-looking silk and added sparkle. Talking about comfort wear for homeworking, but equally fabulous for a night on the town. Let the good times roll.

Click here to view all campaign images and here for the Mayerline packshots and here for the Améline by Mayerline packshots.

D by D

The international brand DbyD – pronounced Day by Day – is the first to make sustainable frames globally available. DbyD works on different sustainable developments to bring positive change to both our planet and its inhabitants. Over the course of the last two years, DbyD has conducted multiple sustainable initiatives. Such as launching a collection of sunglasses made of recycled plastic waste, making use of plastic at risk of becoming ocean pollution.

DbyD launched a bio-acetate collection composed of cotton and wood pulp fibers, blended with a plasticizer created from natural sources. Exclusively available at Pearle Opticiens. Designing quality eyewear that won’t go out of fashion next season, is a sustainable initiative by itself. Yet, their journey has just begun towards becoming a spearhead of sustainable design and development within the eyewear industry.

CKS

CKS is a Belgian label that creates on-trend items for women and kids that can be put together into one-of-a-kind looks. Think of high-quality, easy-to-wear items with powerful prints, colors and surprising eye-catchers. The collections consist of reinvented wardrobe-essentials. From essentials with a twist to unique items that you dare to mix and match according to your style: looks that boost your self-confidence at any time. An eco-responsible collection with Wearable Stories will be launched at the end of July.

The key styles for FW21/22 are inspired by nature and its colors. Layering is key. Large focus is put on belted jackets to wear with matching pants or a skirt.

Click here to view all campaign images and here for the CKS packshots.

Lee Cooper

Lee Cooper is Europe’s oldest denim brand. English by origin, but Belgian ever since a Belgian family took over its license ten years ago. Since then the collection is designed in and produced for Belgium. Although denim has never been the most sustainable fabric, Lee Cooper Belgium has been able to reduce the amount of water it takes to produce one pair of jeans from 100L down to just 2L.

Over 70% of the Lee Cooper FW21 jeans are now ‘green’. Speaking of color: the collection includes shades such as burgundy, pastel pink and even bright orange accents. Upcoming season will be comfy, but chic. The FW21 trends – from checks to varsity inspired apparel – are well represented in both men and women’s collections.

Click here to view all campaign images, here for the women's packshots. and here for the men's packshots.

DIM

For more than 60 years, DIM has been helping men and women in their emancipation by creating innovative concepts to get more freedom of mind (behaviour – irreverence) and body (freedom of movement) while offering trendy products adapted to their way of life. ​ New for DIM is DIM Green in which the brand focusses on sustainability and ethical manufacturing.

DIM Green has the Ecosmart label - ethically, ecologically and made without harmful substances - and includes various ranges (socks as well as men's and women's underwear).

JBC

Sustainability has been key for JBC for many years now. With their Go Forward strategy, the Belgian fashion brand makes sustainability accessible for everyone. The strategy holds four pillars. Firstly, ‘Go Green’, which revolves around products. JBC systematically goes for better materials, better use of water, fewer chemicals and more circularity. ‘Go Together’ stands for treating people with respect, from garment workers to consumers. JBC wants to ensure that they work under safe, healthy and fair conditions.

With ‘Go Clean’, JBC aims to do better for our planet, always looking for better means of transportation, energy monitoring, packaging and renewable energy. Lastly, JBC is always looking for innovative ways to ‘Go Further’. Innovative topics right now are about circularity, which results in different projects, amongst which repair, upcycling, recycling, … Transparency is a core value for JBC, therefore their supply chain is as public as can be.

Read more about the FW21/22 trends in the MMBSY trend report.