Taking it as a starting point the troubling fact Eileen Fisher (2016) highlights ‘ The clothing industry is the second largest polluter in the world…second only to oil.’ This shows the materials and cheap manufacturing used in the Fashion Industry can have a negative effect on the environment and ultimately on us.
This fashion show uses fabrics such as organic peace silk which allows the moth to safely emerge from its cocoon, as well as up-cycled fabrics. Another benefit of organic fabric is that they are free from harmful pesticides in the production process. The collection is a celebration of sustainable materials drawing from inspiration from the cocoon and moth/butterfly. The show features live music by Lauren Bannon (ITV’s the Voice) and dance to create a thought provoking narrative, suggesting the fleeting life of the moth/butterfly much like the ephemeral nature of fashion.
The fashion takes inspiration from Alexander McQueen’s fashion shows and Nick Knight by incorporating a fashion film into the fashion show experience. The late Alexander McQueen (2010) once stated ‘Fashion…the show…should make you think, there’s no point in doing it if it’s not going to create some sort of emotion.’ The fashion show uses innovative technology including the use of chroma key to place butterfly footage and nature onto a blue garment during the fashion film. The prints displayed on the clothes in this collection were produced from the fashion film resulting in hybridity.
Collectively we are all responsible for the future of our planet. This fashion show is based on the belief that sustainable fashion can have a better impact on the environment. As Edwina Ehrman (2018) curator of the recent exhibition Fashioned From Nature at the V&A believes, it is not too late to make a difference. Ehrman (2018) argues ‘The hour is upon us, but if we act swiftly and boldly we can leave a world to future generations marked not by the suffering of nature and some of the people, but by a world marked by human progress.’ This collection and associated event aims to show that sustainability can be cutting edge, and in the long run beneficial to mankind.