CORPORATE STYLE

While it may not always be possible to buy sustainably sourced garments (we all have budgets to work to), it definitely is possible to make conscious decisions when buying, writes Jackie O’Fee.

Dressing well for the future. By Jackie O’Fee.

THERE HAS BEEN much written, filmed and debated about the negative effects fashion has on our environment.

It has become apparent that the fashion industry is indeed a villain when it comes to both exploiting the resources of our planet and its people, with the clothing industry directly responsible for around five percent of the world's C02 emissions.

The industry also uses other polluting industries as a by-product (oil and gas, petroleum, water, etc.). The questionable ethics and exploitation of people during clothing production have also been brought to light in the wake of disasters like the Rana Plaza collapse in 2013, The Real Cost documentary and the “Who made my clothes?” movement.

The fashion industry is one of shame that is scrambling to redress decades of poor practice.

In light of our new ‘woke' world, this shame then (sometimes unfairly) filters down to the consumers who buy fashion garments, with anyone who purchases fast-fashion singled out as being particularly reckless.

It is easy to vilify polyester, which is actually plastic and disintegrates each wash leeching millions of plastic particles into our oceans (and food chain). Or cheap leather with dyes that pollute both rivers and water supplies; denim (again, the dyes) and even cotton which is hugely resource hungry in its manufacture.

If you buy high-end designer or couture garments and feel smug that you are not buying from ‘fast fashion' stores, you may need to do a little research – many of these more expensive brands also have questionable practices in both their garment manufacture and supply chains.

If you're curious to see exactly how some of your favourites perform, I recommend the Good on You app which will rate different labels against both environmental and ethical standards.

It would seem then that as a personal stylist who takes clients shopping, I might sit on the wrong side of the climate change debate. After all, my business is all about getting people to buy clothing and as a result, creating more damage to the planet, right?

I like to think I've developed a bit of a reputation for being somewhat more responsible than that.

My favourite all-time fashion quote is from Vivienne Westwood, who said, “Buy your clothing intentionally” and I take that to heart in my work.

Buying intentionally is not only about avoiding fast fashion and cheaply produced fabric, it's also about buying not simply because you like a garment, but because you need it, will wear it often and it fits your lifestyle. Something I am renowned for helping my clients identify.

When you shop with me, you are not simply taking a ‘friend' shopping. I will have spent time with you working out what works for both your colouring and shape, we will look at what you currently own, discuss the outcome you are wanting, assess your lifestyle (there's no need having a wardrobe full of suiting if you work in a corporate casual office) and identify the gaps to create a shopping list for you.

With that information we then hit the shops, buying specific pieces that both work with your existing wardrobe and mix and match together. We are not simply buying garments because they are ‘pretty' or ‘will do' we are buying garments that work for you – and, we are buying intentionally.

While it may not always be possible to buy sustainably sourced garments (we all have budgets to work to), it definitely is possible to make conscious decisions when buying.

Rather than simply buying to have more in your wardrobe, it makes sense to be more cognisant of what you are buying for.

If shopping for you relieves boredom, helps you with your sense of self-worth or simply fulfils your need for novelty I encourage you to think a little harder when purchasing, and perhaps channel that energy into something that may have a longer term impact on your well-being. Jackie O’Fee is the owner of personal style consultancy Signature Style. She works with both individuals and organisations. See signaturestyle.co.nz