Is Fashion Week Ever Sustainable?

Fashion week - Why Madia & Matilda is against fast fashion

What is slow fashion?

In recent years we have seen a wave of change wash over the fashion industry. Consumers and companies alike have become more aware of the effects of fast fashion on workers and our environment.

Slow fashion is how we approach and raise awareness to the way fashion is produced – taking the time to consider the processes and resources. The term Slow Fashion came about quite organically. It was coined by Kate Fletcher of the Centre for Sustainable Fashion. Slow fashion is necessary to save our environment as well as workforce welfare. In 2018, brands such as H&M reportedly burnt 12 tonnes of unsold garments despite launching their Garment Collecting programme – a global initiative to prevent customers’ unwanted items from going to landfill.

The slow fashion movement has been increasing exponentially in recent years as consumers demand higher sustainability and ethical standards.

Why we only design collections every 2 seasons

Here at Madia & Matilda, we pride ourselves on our sustainability and ethical ethos towards fashion. We only use fabrics that are end of roll, end of line or recycled from previous garments. Our items are designed and produced in house without the need for a factory or cheap labour. In order to keep our sustainable promise we only produce collections twice a year for spring/summer and autumn/winter. By producing biannually we are able to invest more time and money into our designs and quality, thus creating items that are ethically sound and adhere to our high standards.

Why we don’t participate in fashion week

Madia & Matilda consciously chooses not to participate in fashion week so as not to support the fast fashion trend. Many fashion weeks and catwalks feature garments that are produced quickly and cheaply to capture the most recent fashion trends. Not only does fashion week inspire fast fashion production but it also encourages consumers to buy into trend fads that only last a few months.

Charity fashion shows

Instead, at Madia & Matilda we dedicate our time and energy to producing eco-friendly garments that can form the basis of any wardrobe. Rather than partaking in mainstream fashion week catwalks, we only feature ourselves in charity catwalks. This year see our brand join the Durham University Charity Fashion Show - The UK’s largest student fundraiser and the biggest event in Durham’s social calendar. This year the fashion event is supporting the Environmental Justice Foundation, a charity who works at the forefront of global environmental politics to secure the rights of climate refugees and the future of our planet. If you want to attend the event you can find more information about the event here.

Madia & Matilda have also featured in many other charity fashion events including St Martins in the fields, Empire Casino London and Brighton Fashion Week.

Sincerely Madia & Matilda

What Are My Clothes Made Of?

Meet the Fabrics

This week, Madia & Matilda bring you their collective wisdom about fabrics, plus some cool stuff about being eco-friendly while you're being clothing friendly.

What d'you mean there's more ironing to do? Pass the wine Janice. 

Cotton: the Sturdy, Stand-By-Me Friend in the Squad

Cotton is pretty hardy, as fabrics go. Of the friendship group it's the dependable, wise friend you can always count on (who is also ultra-breathable and machine-washable). Cotton is a natural fibre which is lovely to wear next to the skin. 

Linen: the Comfy, Badass Grandma Who Has No Time for Your Rubbish

Another natural fibre, linen shares many of cotton's best qualities: it's breathable, durable and comfortable to wear. Linen's other great qualities are its amazing durability, non-stretchiness and keeps you cooler than cotton in the heat.

Silk: the Mind-Blowing, Ethereal, Emotionally Unstable Beauty Queen 

Silk is a natural fibre which is famously picky when it comes to care. However, it's such a beautiful fabric that many people just can't resist its charm. It's breathable, hypoallergenic and comfortable to wear, and that's just for starters! 

Wool: the Lovely Warm Grandad with the Scratchy Beard

Another natural, hypoallergenic fibre! Wool is incredible: cosy and comfy, both insulating and breathable, what's not to like?! (Unless you're vegan. Fair Play.) Wool is also dust-resistant (take that, dust allergies!). True, it can be scratchy, but nobody's perfect.

Polyester/Nylon: One Half of the Glam, Up-For-It Plastic Fantastics

Polyester and nylon are both man-made materials derived from plastic. They were invented in the '50s, and have enjoyed much fame since as a hardy material. Quick-drying and great at maintaining shape, polyester and nylon are good all-rounders. 

Acrylic: the Other Half of the Glam, Up-For-It Plastic Fantastics

Acrylic clothing is similar to polyester and nylon: versatile, easy to  wear and care for. Another synthetic plastic fibre, acrylic fibres were invented by the Germans in the '40s. If you're trying to buy less plastic, you may want to avoid buying acrylic clothing. 

Clothing Care and the Planet: Compatible?
Washing machines and electric dryers typically use lots of energy, but there are lots of ways you can cut down your energy consumption while giving your clothes great care. 

• Wash your clothes less, e.g. wash jeans every week or so rather than every couple of days. Really, it's that simple! 
• Use a biodegradable, petroleum-free washing detergent (see below!). Or you could use soap nuts, super cool little berries which are harvested largely from trees in India and Nepal. ("Chuck a few more nuts in the washing machine would you, honey?" Go on, you know you want an excuse to say that)
• Give your dryer a rest (or send it into retirement) by letting your washing dry naturally. On a sunny, breezy day your washing could be dry in an hour. Amazing!
• Make sure you're putting on full loads of washing instead of just a couple of items. This will save you money as well as reducing the amount of energy you use
• Hand wash silk or wool items. This also reduces risk of the fabric warping or shrinking. Use a special wool/silk detergent and be gentle!
• For other ways to make your clothing care greener, visit this link

Ecover and the Green Clean Crew

Ecover are champs of the green clean initiative. Created and based in Belgium, Ecover make effective cleaning products that smell amazing. You may have heard people saying that green cleaning products aren't as effective as mainstream, chemical-based ones, but it's just not true. Give it a go, and let us know what you think! Read more about the ethos of Ecover here.

Method also make beautiful clean products which clean beautifully well (try saying that three times fast!). Created by "former roommates" and fellow "superheroes" Adam and Eric, Method products are "gentler than a thousand puppy licks" and do a wonderful job of cleaning your home! How's that for endorsement?! For more about the Method method, click here.

Sincerely Madia & Matilda