The art of fashion has long revered the notion of principle, five of them in particular; balance, proportion, emphasis, rhythm and harmony. However it took some pretty ugly science to prompt fashion itself to become principled, according to the UN Environment Organisation, the fashion industry produces a staggering 20% of global wastewater and and 10% of global carbon emissions – more than the emissions of all international flights and maritime shipping combined. In an era where climate change policy can make or break a government, and longer term, the world as we know it, figures like these have prompted a sweeping embrace of the sustainability movement by the mainstream fashion establishment. Such is the demand for responsible and environmentally sound garments that companies like The Iconic are making it easier to action one’s ethics, with its initiative ‘Considered’ the online retailer enables customers to search for items according to their personal values including; sustainable materials, eco-production, fair production, animal-friendly and community engagement.

Word on the street is that higher end offerings like Net-A-Porter will soon be following suit. Locally, labels like Melbourne-bred Nobody Denim have reduced water usage by 50% since 2017 and manufacture in Australia in order to shorten supply chain and minimise their carbon footprint – these are but a few of the measures the brand is taking in pursuit of reaching net zero carbon emissions by 2050 as per the Paris Agreement. In bringing to light the environment toll of what we wear, notions of quality, considered design and craftsmanship are also enjoying a renaissance with the woke youth of today voting with their dollar and thinking beyond carbon footprints to consider corollary concerns like the treatment of workers, product durability and artisanal techniques. Dame Vivienne Westwood’s mantra of “Buy less, choose well, make it last” is the anthem of such conscious shoppers with a shift away from fast fashion towards an investment approach with initiatives like the #the30wears campaign encouraging people to maximise garment use. What was once a fringe dwelling niche considered mainly by ardent environmentalists and slowly made cool by early advocates like Stella McCartney and Reformation, sustainable fashion today is very much in.