As a working mum, I am a big fan of online shopping. I routinely make my purchases – from groceries to designer splurges – on the Internet. However up until now, I was rather dismayed at the paucity of sustainable fashion offerings by major e-tailers. With online sales booming, can green-and-glam fashion be just a click away?
E-tailing is the new frontier for many high-street and high-end brands. As mobile devices are becoming a major fashion gateway, the industry is keen to capitalise on our growing shopping-on-the-go habit.
This virtual leap is not without its challenges. For instance, how can luxury brands recreate their unique flagship store experience online?
In the eco-fashion world, e-tailing is a growing trend as well – seen as a way to reach the consumer directly without having to pay high-street rents or negotiate with middlemen. The UK-based Style Is is one example of an online store for stylish and sustainable fashions.
And it seems that, finally, major e-tailers are also warming up to sustainable fashion.
The Milano-based YOOX Group has been running its YOOXYGEN project in partnership with Estethica since 2009 – giving a platform to numerous up-and-coming sustainable designers including Mich Dulce and Ada Zanditon.
Another major e-tailer ASOS has its own Green Room with 500+ styles ranging from People Tree to reclaimed vintage looks.
And as of last week, the superstar of the online fashion universe, NET-A-PORTER, has joined sustainable e-tailing ranks with its own Green Selection, fronted by Emma Watson and developed by Livia Firth’s Green Carpet Challenge. The Green Selection features sustainable creations by five leading designers, including Christopher Kane and Victoria Beckham.
Developed to GCC’s exacting standards, the capsule collection is sold on NET-A-PORTER.COM with 20% of the proceeds donated to projects in Africa with a focus on eliminating mother-to-child transmission of HIV.
VOGUE’s Anna Wintour loves it; NET-A-PORTER’s Nathalie Massenet believes in it; and I say ‘Way to go!’.
With such a star-studded support team, only the sky is the limit for green-and-glam fashion – both online and off.