As demand rises for eco fashion, increasing numbers of brands are adopting sustainable strategies as we move into 2022.
Young fashion brand Little Mistress is one such label. Best known for its affordable partywear, the brand will begin integrating plant-based, biodegradable and recyclable fabrics into its collections this SS22 as part of a three-year strategy. By the end of 2024, it aims to make 70 per cent of its range a conscious option for boutiques and shoppers.
The first drop will land in stores in February 2022, with 10 per cent of the collection made from 100 per cent LENZING™ ECOVERO™ – an eco-friendly sustainable, fully biodegradable, alternative to traditional viscose. Derived from certified renewable wood sources using an eco-responsible production process by meeting high environmental standards, LENZING™ ECOVERO™ fibres generate 50 per cent less emissions and water consumption than standard viscose.
The brand’s new eco strategy will roll out gradually and sustainably across the three years, considering all levels of production while ensuring customers won’t have to compromise on quality, value and service.
As well as a zero increase to its current price architecture, the breadth of styles available across Little Mistress collections have been meticulously considered. And the brand is also committed to manufacture using a range of fabrics targeting eco-solutions including food waste, water waste, degradability and socio-economic impact.
A key textile set to feature in Little Mistress’ SS22 collection is Orange Fibre Fabric, a by-product from the pressing of oranges. The material utilises up to 700,000 tonnes of citrus waste materials produced per year in Italy alone. Made by extracting the cellulose from the fibres discarded in the industrial pressing and processing of orange, the textile is also enriched with citrus fruit essential oil through nanotechnology. This results in a vitamin C-rich fabric that nourishes the skin like body lotion.
Elsewhere, the brand will also introduce certified 100 per cent organic GOTS* and EPFC** plant-based fabrics from India including Aloe Vera, Corn, Sugar Cane, Banana, Bamboo and Eucalyptus.
“We can’t wait to finally introduce the steps we’ve been taking over the past year to integrate these changes into Little Mistress collections,” says CEO Mark Ashton. “It’s been a real challenge to refine the strategy into a tangible plan but we’re confident in the strides we’re taking to bring conscious, informed decisions to our customers.”