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
