HOW HAS CHARLES JEFFREY DEMONSTRATED CONSCIOUS THINKING AND SUSTAINABLE PRACTICE IN HIS WORK?

Since learning of the fashion supply chain in college and continuing my education of this within university, I have learned of the damages a garment process can endure, not only to the environment but to humans too. The fashion industry will never be 100% sustainable, but I have appreciation for designers who introduce implementations to establish change. I believe that knowledgeability and action intertwine when fronting the issue of sustainability- if you are educated on the fundamentals, you are more willing to adapt your leisure. Charles Jeffrey has openly pronounced his desires to reduce overconsumption by working with second hand materials and waste products to present transparency and honesty within his brand- something I respect considerably.

His AW20 collection presented a clear nod to nature and his manifesto for respecting both the environment and the people the brand relies on (Halliday, 2020). In a collection abound with colour blocking, abstract patterning and boho prints, Jeffrey maintained the infusion of outlandish storytelling whilst evoking a narrative of climate catastrophe through an ecological background and a runway culminated with screams, thunder, and lightning sound effects. Channelling the industry crisis, Jeffrey pledges his methods for conscious practice through using chemical-free denim, organic cottons, upcycled metal hardware and localised production (Ahmed, 2020) as well as his aims to reduce waste and increase upcycling as a steppingstone for declining his brands carbon footprint. I think it is important to note how his designs remain consistent and on brand through this change, thus proving to designers that it is more than possible to addition such positive features without adapting collections completely.

Considering my collaborative plan, I must implement this manifesto myself, by sourcing second hand materials or upcycling garments to ensure sustainable habits are shown. My Fashion Futures assignment detailed the historical and storytelling components heirloom fashion can contribute to a collection, as well as its use for preventing sustainable issues- I will, thus, be searching for the latter to use within my concept too.