For spring/summer 2021, UK-based premium maternity brand Isabella Oliver launches their first 100% sustainable and ethical maternity capsule collection. This collection is part of their continuous commitment towards adopting sustainable practices and an ethical supply chain to drive lasting positive change in the fashion industry.
The collection was produced ethically in Portugal and is manufactured using locally and responsibly sourced fabrics and fibres like organic cotton, Lenzing EcoVero jersey, and Tencel. In addition to this, recycled polyester, recycled polyamide and recycled fibres such as Greencash yarn were also used in the collection. These all combined together reduce pollution, waste, water consumption and CO2 emissions.
Replacing the conventional viscose by EcoVero reduces water consumption by 56% and carbon emissions by 37% while replacing conventional cotton with organic cotton reduces water consumption by 89% and carbon emission by 16%.
Baukjen de Swaan Arons Isabella Oliver co-founder and creative director said that they care deeply about the planet and its people. They felt it was time for a serious change after dressing pregnant women around the world for many years. They have the power to be the change they want to see hence they have developed a sustainable and ethical maternity capsule wardrobe whose every style is planet-friendly and is ethical.
The collection is designed while keeping ease in mind which will allow mums-to-be to mix and match items to create a range of outfits from dresses to Breton tops, knitwear and loungewear. To ensure ultimate comfort in all the trimesters, all the outfits are designed to “grow with the bump”.
By encouraging customers to “go greener” and eliminate the effects of fast fashion, this step of the brand is part of their strategy to “radically change the maternity sector” by championing slow fashion and campaigning for change as a BCorp business.
The sustainable and ethical maternity capsule collection depends upon the brand’s current re-commerce initiatives which include a rental scheme and pre-Loved clothing donation scheme.
The brand has also become a member of the Fashion Pact, United Nations Fashion Charter in 2020 and has aimed to accomplish the target of becoming carbon negative across its entire supply chain 5 years ahead of its 2025 deadline.
Isabella Oliver was founded in 2003 and since then they have dressed more than one million pregnant women globally, including a number of celebrities like Jessica Alba, Kate Hudson and Beyonce.
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