Sustainability in fashion is the hot topic of this project & we’re happy to present the results of shoot number one of four; WINTER…
Model Competition: Featuring finalist one of four, Xenia Von-Brockdorff, competing to win a one year model contract with London’s BMA Models.
Fashion Design Competition: Featuring finalist Jodie Spears, 2nd year student studying Fashion Design Degree at The University of Gloucestershire – designer of Eco-friendly retro-chic WINTER concept outfit, competing to win one-to-one fashion industry business advice with London Design team, REIN, plus an internship with renowned International designer, Paul Costelloe.
Focus for our WINTER Shoot: Water scarcity
Our WINTER shoot addresses some of the concerns around water scarcity (outlined below) along with the bigger eco-friendly fashion subject. The winning clothing design concept by Jodi Spears experiments with creating her own environmentally friendly fabric to make this garment, using a fabric printer to make the patterns instead of using water to dye the fabric. All presented alongside a representation of our domestic water over-use, within a frozen tundra and worn by finalist model, Xenia Von-Brockdorff.
We’ve all heard of a carbon footprint, but have you ever considered your water footprint? Here’s one problem (prepare for some numbers!): just 2.5% of our planet’s water is freshwater, and of that only 0.3% is actually accessible to us. This is split between domestic, industrial and irrigation usage but if trends continue, by the yr 2030 we’re on track to see our water footprint reach a level of some 40% above reliable, accessible water supplies, and that’s genuinely concerning!
So back to fashion’s own impact on this: cotton, as you can imagine, accounts for 90% of all the natural fibres used in the textile industry and is currently used in 40% of all apparel produced around the world. Farming of cotton accounts for the largest use of water in the apparel supply chain, because most of the areas cotton is grown are dry.
Manufacturing is also a problem area, with around 17-20% of industrial water pollution coming from dying textiles & the use of synthetic chemicals, later released into freshwater.
Domestic: yes, if you own clothes then you’re probably adding to the problem, this isn’t just the industry’s fault; 40% of our domestic water footprint relates to laundry for example.
Solution: The quest for alternative fibre sources is accelerating, improvements in dye properties & technology advancements to help our domestic machines become more economical has already begun but we can all help by thinking more about how much water we use and making little changes to our daily routines will all add up.
If you like what you’ve read here today, please feel free to share it with other like-minded people interested in fun creations, pretty things & the ball of loveliness we call Earth.
Photography: Stefanie Calleja-Gera of SCG Photography
Photography Assistant: Davey Terrific
Film: Justin & Alison Golby of Golby Creative
Hair & Make-up: Jodi Croft of Face Perfect By Jodi
Model: Xenia Von-Brockdorff
Clothing: Jodie Spears
With Special Thanks To:
Venue: Wick Hill House Hotel
Special FX Snow: MTFX
Facts & Citations: http://www.theguardian.com/sustainable-business/water-scarcity-fashion-industry