The Road to Sustainability

As for most of us, it is hard not to be in awe of the natural beauty of flowers, plants and trees. My designs draw inspiration from nature, specifically my fascination with insects, captivating thunderstorms and the wonderment of the mysterious ocean.

Our beautiful planet is truly something to marvel. Yet, with all the admiration from mankind, we do not treat nature with the respect it deserves.

Climate change has been a conversation in society for the majority of my life. I was fortunate to be raised in a household that was informed and implemented strong values on how to preserve and reuse. Growing up, I knew I wanted to make a difference and to make sustainability the forefront of my brand’s ethos. A lot has changed since my high school fashion show where everything was made from raiding the recycling bin! Eco fashion no longer has a perception of looking like a burlap sack!

Now this isn’t going to be a thousand words to make you feel guilty or filled with devastating facts that feel impossible to change. There are plenty of resources to provide you with the facts of climate change.

To implement change, to transform people’s perceptions, it takes calm conversation, safeness to not feel judged and to recognise that all change doesn’t happen overnight. As we learn more, as resources and technologies advance, we should aim to improve year on year.

Let’s look at the work that needs to be done right now and be more realistic with our to do lists. Ask yourself, what can I change now? What can I change in a year?

At Jennifer Clair, we have worked hard to implement the following achievements:

• All our packaging is made from recycled materials. It is reused to its maximum before being composted or recycled.
• Ethical working practices throughout our supply chain, with fair pay, paid apprenticeships, and a focus on wellbeing and health.
• Reuse, reserve or recycle infrastructure implemented in our studio for all waste inclusive of fabrics, paper and stationery.
• Innovation within our fabric and embroidery design. For example, weaving using scrap fabrics, creating textiles from waste threads and bio resin flower petals as an alternative to sequins.
• Thoughtful, versatile designs that are suitable for various occasions.
• Donate and support organisations and charities who create global change for the environment and society.
• Complimentary aftercare services for all gowns we create, prolonging the life of each product.
• Collaborating with Eco-age, a sustainable consultancy agency to assist with business strategy, partnership building, improve sustainability efforts with updated knowledge on policies and creating a PR strategy that sits in line with our values.

As a result of our current achievements, we are committed to obtaining the following short-term goals:

• Aim to use 100% organic, recycled or deadstock materials. Currently, we are using 83% Certified Silks or Organic materials. Our deadstock fabric usage is 21%.
• To publish a sustainability report with transparent facts in regards to environmental, social and ethical developments and future goals.
• Launching a mentorship programme. Focusing on educating the future generation on the couture process, creativity, sustainable and social responsibility.
• Apply for B Corp certification.

Alongside other couture houses, I am removing the perception that sustainability means compromising on style. Personally, I believe this is a massive step forward for the industry. It is possible to create beautiful pieces of art that are sustainable and responsible.

At Jennifer Clair, we aren’t completely sustainable with all components used to create a garment, however we are doing all that is possible with what the market has to offer. It is imperative that we don’t compromise on quality, the garment has to meet the standards the client expects, otherwise we are at risk of losing a sale. Can we cause positive change if we’re not even in the game or competing with our competition?

Ultimately, consumerism must sit side by side with the cause. We cannot ignore the world we live in which is ultimately too materialistic and largely puts image first. If we fight to change this, we will likely be unsuccessful. Instead let’s acknowledge it and think of the changes we can make within the parameters of the society we live in.

Cost also plays an important role on why society struggles to be more sustainable. We don’t live in a world filled with bad people; no one wants deforestation, plastics in our oceans or child labour.

When consumers are reprimanded, they get defensive and say they are doing all they can. If you are speaking without criticism or judgement, you will notice that people want to do good but cannot necessarily afford to do so.

Those who have the means should, the more people who commit to a sustainable lifestyle, the cheaper it will become. Ultimately, it will become the norm for eco products to be used in the home and in our wardrobe. Additionally, businesses should strive to offer consumers with a cost effective, eco alternative.  

By choosing to use organic and recycled materials in my designs, I am not just improving my brand’s carbon footprint, but creating a change throughout the industry. The higher the demand for these fabrics, the cheaper the mills can produce them with a broader range. Through collaboration with external manufacturers, we need to share our values and knowledge, learn to work together and listen to each other’s needs.

Although there is still so much to do, I see the slow shift within society. The ease to recycle, the perception of eco fashion and overall desire to consume less. As technologies and innovations improve, we will be able to improve further, but for now we should work on our immediate goals. Of course, it is good to make long term objectives, but they are empty promises if you don’t keep the present commitments.

I believe the best we can all do is look at the challenges ahead with good intentions and always question if there is a better way. Striking the balance between calmness and urgency to enable a positive mindset and implementing goals to change. We should be kind to one another and educate without judgement. Look at your climate change goals as you do your ambitions in life. With positivity and passion.

I could say that we will reach the end of the road regarding sustainability, but I hope we never do. The aim is not to reach the end, but to do our very best and pave a way to a greener future.

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With love, 
Jennifer