Shopping sustainably.... an oxymoron?

When I launched my personal styling business, I had one clear objective: to educate my clients about their bodies so that they can make better choices when it comes to shopping. I don’t abide ‘trends’, and you will never hear (or read) me giving blanket advice to purchase this season’s ‘must-have’. This isn’t to say that I advocate an austere wardrobe – we all love ‘new’ and the associated endorphin rush that comes with even the smallest purchase – but I do advocate buying pieces that will suit you now and (body changes aside) in the years to come.

The bi-product of making better, more educated choices with what we’re buying is that we are, in turn, shopping sustainably. With Earth Day this coming Thursday, we’re all being called upon to consider our consumption, and the fashion industry – in particular ‘fast fashion’ – is up there with some of the world’s worst polluters. Whilst for most of us it’s too simplistic to simply argue that we should never buy anything again – Greta Thunberg I am not – we can find ways to be more conscious of our consumption.

To that end, the most sustainable thing you can do, is to really get to grips with what shapes and styles work on you. Being swayed by the trend for prairie dresses when you’re a curvy 5’2”or Balenciaga’s razor sharp blazers when you’re already broadest at your shoulders, for example, is a bad investment. Understanding your individual proportions and how they combine with your shape is crucial when it comes to dressing to suit you.

Once you’ve done that, before you buy anything new, ask yourself these three questions:

  • Does this work with my lifestyle?

There’s no point shopping for sheer maxi dresses, or cut-out gowns, when in reality you’re rarely found not sporting your favourite denim. This seems obvious, but find me someone who hasn’t spent too much money on a dress or outfit for a wedding or another special occasion, only to wear it once, maybe twice. Not only is this bad for the planet, it’s bad for your bank balance.

  • Do I have anything like this in my wardrobe already?

So many of us are guilty of buying the same thing over and over again. It usually comes from a place of security, or lack thereof. For me, it’s pencil skirts. I find trousers really tricky to buy online, and tops are a minefield with a bust-to-waist ratio like mine, so skirts are my default position. I know others for whom it’s trainers. None of us need lots and lots of pieces in our wardrobes that all do the same thing. Be honest with yourself – if you’ve already got that niche covered, walk away.

  • Can I dress this up and down?

I don’t believe in saving things for best. Ironically, we tend to do this with the pieces that we’ve spent the most on resulting in a sky-high cost-per-wear. Instead, before taking the tags off something new, look at your wardrobe and consider all the ways that you can wear the piece. Can you team the skirt you’ve just bought with heels and a blouse for a dinner out, as well as bung it on with a pair of trainers and a t-shirt for a picnic in the park? The more ways you can wear something, the better the investment.

And next time you’re having a wardrobe clear out, don’t throw anything in the trash. Instead, use your local charity shop, Thrift + (a fuss-free second hand e-tailer that does all the hard work for you, and then splits your dividends between your favourite charity and John Lewis or FarFetch vouchers for you), eBay or even a fashion rental service like Hurr or ByRotation to get more life out of the pieces you’re finished with.

If you’re really interested in shopping sustainably, check out Lauren Bravo’s How to Break Up With Fast Fashion: a really non-judgy take on consuming fashion consciously. As always, if you’re interested, you can click on the button below for a run down of all my personal styling services and let me guide you on how to shop better.

And if you are on the hunt for some excellent new-ness this Spring, check out my updated Lust List for a rundown of the best out there right now - this week is a bumper special! Just make sure you ask yourself those three questions above before you buy.