quality over quantity

Fashion now has one of the loudest voices in advocating sustainable business practices as standard. Many luxury brands are already at the forefront of the movement as their products are purchased for long-term enjoyment rather than being temporary or disposable like it’s ‘fast fashion’ counterpart.


One of the most notable voices in ethical fashion is, of course, Dame Vivienne Westwood. Famous for her designs that play with punk and Britishness, Vivienne Westwood is also a renowned pioneer in sustainable clothing. As a fashion designer, she has famously taken a stand against the concept of ‘fast fashion’. Westwood herself famously once said: “Buy less, choose well, make it last.

Truly understanding and embracing your style is an essential factor in swapping out fast fashion trends for ‘classic’ pieces that feel true to you. Not only will you feel more confident in those pieces, but you will cherish them and wear them for longer.

Consumer mindsets have started to shift from the desire to have lots of cheaper pieces, to wanting better quality timeless pieces that they truly love wearing.

Matches Fashion’s Jess Christie says, “we have seen our customers move away from the easy ‘Insta-ready’ entry-level items to investment purchases, most notably in forever bags”.

In 2019, over 150 fashion brands signed Emmanuel Macron’s fashion pact following the G7 summit, including renowned names such as Chanel, Ralph Lauren and Prada. The pact is a set of shared objectives the fashion industry can work toward to reduce its environmental impact.

Westwood has ceaselessly worked for the protection of the planet and its ecosystems for many years now, seeking to raise awareness, particularly through her digital publication, climaterevolution.co.uk. Westwood has also set an example by slowly transforming her collections to use recycled or ecofriendly fabrics and environmentally sustainable production methods. At London Fashion Week, her AW19/20 runway show challenged climate change and sustainable development, showcasing her ethical collection.


Images from the Vivienne Westwood AW19/20 ready-to-wear collection (original source)

Investing in key pieces isn’t the only way you can go greener. Many luxury retailers and sustainable-conscious consumers are embracing second-hand or ‘pre-loved’ items. According to fashionunited.uk, second-hand fashion is set to overtake the fast fashion market by 2029.

If you’re tired of your wardrobe and are using your time at home to sort through your clothes, consider saving them for a future clothes swap. Many organised clothes swap initiatives exist across Manchester or you can host your own clothes swap party with friends and family. Invitees bring their unwanted clothes and accessories and can take home pre-loved items. Get the bubbly out and have a fashion swap parade!


King Street’s three takeaways for going greener are:

  1.  Invest in quality pieces you’ll cherish for the long-term
  2.  Favour eco-friendly fabrics where possible
  3.  Consider pre-loved items


Recommended reading: Slow Fashion – How to Keep Your Favourite Clothes Forever.