SUSTAINABLE LUXURY

HERE’S A GUIDE ON LOCAL ECO-FRIENDLY HIGH-END BRANDS THAT CHAMPION SUSTAINABILITY

While sustainability seems to be a buzzword of the year, it is often difficult to find covetable luxury fashion brands that carry a similar ethos in the region. Until now, that is. With the Expo 2020 around the corner, Dubai has never been more focused on the concept of sustainability. But how does one define what sustainable is in terms of fashion? It’s not only about ethically sourcing fabrics and recycled materials, its also making sure that fair wages are paid to its workers and artisans.

Brands are also looking into other avenues such as cruelty-free or vegan fabrics, addressing toxic pesticide & chemical use , energy efficiency and minimising water use. Stella McCartney remains at the forefront of sustainability in fashion because of the brand’s hard work towards recreating conventional materials. They have re-engineered cashmere and are currently attempting to make synthetic spider silk as part of their collaboration with Bolt Threads. They also make clothes out of recycled nylon and polyester and

have renewable energy powered offices. Stella McCartney has also stopped selling its fragrances in China in lieu of their 100% cruelty free brand.

Luxury watch brands are also following the sustainable trend, looking for the right materials to produce watches. As most of the watches in the luxury category are often handmade, the focus has changed to the materials used. Panerai has launched the Mike Horn Special Edition watch, which is limited to just 19 pieces worldwide, with its crown protecting device, bezel and case back all made of Eco-Titanium. Its light, but strong, bracelet is made of recycled plastic. Breguet has taken a slightly different approach, through collaborating with Race for Water, along with the intention of raising awareness of ocean preservation. As part of the brand’s sustainability efforts, German art-activist Liina Klauss, who lives in Hong Kong, also created the largest art installation the city’s ever seen, named “Trash-Land-Art”.

Famous diamonds luxury brand Tiffany, for example, operates in an industry that has come under fire for bringing conflicts to communities in Africa. In order to positively change this perception, the high-end brand was one of the first big jewellery names to source metals and diamonds from responsible mining companies. Tiffany now has a zero-tolerance policy for purchasing diamonds from countries with human rights infringements. They also have a philanthropic foundation working on reef conservation and awareness for responsible mining.

Locally, there are some luxury brands making waves in the sustainable movement. Asmaraia, a brand that’s Dubai & Moscow-based, makes clothes made from organic cotton, recycled polyester, and crueltyfree fabrics. The eponymous brand debuted last year at Arab Fashion Week and is a contemporary brands with a focus on Middle Eastern values. If you’re looking for swimwear, Joseph & Alexander is a great local brand that makes swimwear from the ocean’s plastics with eco-friendly ink. The brand recently collaborated with Emirates too.

Another interesting local brand is by Bahraini designer and environmental engineer, Rawan Maki. All of the items from her collection are produced only once, thus preventing waste and simultaneously creating a truly limited edition piece, which translates to a true luxury product. The brand uses products that are either GOTS certified, farmed organically, made with low impact dyes, or consume low amounts of energy during their production process. Some of the materials have recycled elements (such as recycled polyester). Each look has its own unique sustainability story.

In terms of high-end lingerie, check out Studio Asanawa, an unconventional multi-label lingerie concept based in the UAE with conscious consumerism and design at its core, walking the line between product, art and culture. Founded by Emirati Najla Busit and Culture Writer Chantal Brocca, the ladies source their products from emerging designers and small ateliers.