The Slow Fashion Movement
Sustainable design consultant, Kate Fletcher, first defined the slow fashion movement in 2007, “Slow fashion is not a seasonal trend that comes and goes like animal print, but a sustainable fashion movement that is gaining momentum.” At Kitty Ferreira, sustainability is constantly promoted throughout their business and products themselves, encouraging longevity and durability of fashion. As part of the movement; their clothes are made to last through all seasons. Clothes are on trend but are also versatile enough to defy the “fast-fashion” culture where there is little time between the creation of the design to the store.
The pomegranate and onion skin collection is French seamed throughout, illustrating high craftsmanship that further promotes durability and longevity. The lace skirt made from a beautiful upcycled, embroidered material is a perfect example of a wearable design that goes against this throw away culture of today. A high turnover of buying and disposing of textile goods is bad for the environment, with waste fabric entering landfills. Kitty Ferreira fights this by using only upcycled materials and eco dyeing fabrics by hand, thus reducing water pollution. Pieces from the collection are created in limited edition numbers and are made to order, this keeps fabric waste at it’s lowest level possible.
The spice shirt is made from upcycled and hand dyed silk georgette and organza, also involving French seaming throughout
L-R Pomonion Shorts, Pomonion Trousers, Spice Shirt
All sourcing and production of these designs takes place in the UK, lowering the brand’s carbon footprint. Kitty Ferreira’s petal dress is also made eco friendly with polyester, silk chiffon and lined with acetate. The British made apparel is of high quality, created as an antithesis to throw away fashion. It has been suggested that, if clothes are made of high quality material then we wouldn’t view them as being dispensable, and therefore would be effectively saving ourselves money. Perhaps this is why the slow fashion movement has become so popular. Will this mark the end of mass produced fast fashion?
Photos: Kitty Ferreira