Fashion is the second most polluting industry in the world, after oil. Stew on that alarming fact for a second. So it makes sense that more and more designers are adapting a more conscious ethos, making environmentally aware changes to their sourcing methods and production procedures. Newcomer AMUR is another exciting label to enter the sustainable fashion scene. After years of working in the fashion industry, AMUR creative director and designer Sofia Shannon experienced a personal shift in the way she approached her own lifestyle, whether it came to beauty, fashion or food. This higher level of consciousness was the inspiration behind the brand, which stands for A Mindful Use of Resources. The environmental and ethical impact of each step of the design process is considered, like the origin of raw materials, the energy saving practices of fabric mills, and the treatment of the people behind the manufacturing process. Sofia has even gone as far as working with yarn suppliers to develop a new material, made from recycled plastic bottles, to create a more eco-friendly version of traditional, virgin polyester lace. If that’s not commitment, I don’t know what is. And we haven’t even talked about the gorgeous designs yet. Über feminine and dramatic ruffles, scallops and pleats adorn floral-printed, statin crop tops, high-low midi lace skirts and embroidered hemp linen dresses. Granola, what?!
(AMUR clothing available here; $198 – $998)
I love the idea of fair and sustainable fashion that looks so fashionable like this collection! I would like to see more companies shift their perspective and offer the consumer and the workers alike a fair treatment. However, mot of this kind of fashion is not affordable for everyone! I would really love to invest my money in this kind of fashion.
gorgeous!! these dresses are to die for! obsessed! new post- http://www.oliviaschueller.com
I love the background and concept behind the collection!
Wow, these outfits are stunning. I would actually be comfortable wearing some of the white pieces as a reception dress at my dream wedding! This brand actually looks perfect for the Brit fashion crowd, exactly the styles I see on them.
Nicolette | http://www.nicolette.co
The Pink Pineapple
Prices of most sustainable fashion trends are unsustainable :/
And I still don’t believe they are sharing fair profit with the actual makers
As long as fashion continues to be about high profits, nothing changes really
So beautiful. I really really love this set!!!
Their pieces are dreamy and highly feminine! I haven’t heard of the brand before – thank you for the introduction!