STYLE: GUIDE TO CHOOSING THE RIGHT GLASSES

Glasses are bang on trend right now. I know some people who wear glasses with plain lenses just to accessorise their overall look. but for some people it is a more permanent part of the way they look so it is essential that you select the right ones for you to maintain your super stylish (if you have been following this blog !) look. so whether it is reading glasses, driving glasses, all day glasses or sunglasses here is a style guide.

Glasses should not only complement your face but also your lifestyle and wardrobe. Think of them like jewellery they can add to or ruin an overall look. Either way they make a statement…..about you. Beware of overly fashionable styles as they will date quickly.

FRAME COLOUR

With metal frames if you have a cool colouring you will suit silver and a warmer tone will suit gold frames. If you are unsure hold a piece of gold or silver jewellery close to the face one will light up your complexion. If your preference is a coloured frame, then warmer skin tones will suit tan or tortoiseshell frames. Cooler tones will suit grey or cool blue. Only those with strong colouring and defined brows should consider black frames. If you have dyed hair consider its natural colour golden tones will suit warmer colours and ash tones or silver/grey will suit cooler colours.

SHAPE

Firstly let us consider your face shape. The shape of your glasses should balance your face shape. If you have a long face a wider style will look better. But a diamond shape face where the widest point is your cheekbones a narrower style will under emphasize the area. If you want to enhance your cheekbones for example on an oval face then choose a larger frame and maybe some detailed arms. Oval faces are lucky as most shapes suit their faces it is more about scale. A square face shape with wide cheekbones AND wide jawline than circular/aviator frames are good for softening defined lines and can look super stylish on this face shape.Avoid detail on the arms. On the other hand round faces should steer away from round glasses . Squared, angular or aviator are a much better choice and add definition and go larger.

Also especially for men body shape should be considered both in size and shape. Consider height, weight and bone structure. The size of the glasses you choose small, medium or large should correspond. Also determine if you are predominately straight or curved. A good gauge is to study the shoulders , ‘coat hanger’ shoulders (right angles) would demonstrate an angular body and softer line shoulders would be curved. So more sharper angular styles will suit you if you are an angular type. Whereas if you are trying to correct a very round face and your body is also curved ensure the angles on the glasses are soft angular edges.

STYLE

Finally the glasses have to suit your personality and personal style. if you have a dramatic personality and wear clothing that is equally dramatic then your glasses will fit in with that style. Whilst more natural types your glasses will be low key,not too dressy or formal. Classic dressers should choose neat glasses neither too big or too small that blend easily with your outfits. Remebr choose glasses that complement you and your wardrobe.

EYE MAKE UP

A quick word on make up. If you are shortsighted the lens will magnify eyes and show up clumpy mascara and poorly applied eyeshadow. So keep eyeshadow neutral and comb through lashes after applying mascara. Long sighted lenses makes eyes look smaller. So lighten eyeshadow a shade or two and clearly define in the crease to make eyes pop, curl lashes and apply lashing of mascara. For all don’t forget to clearly define eyebrows and ensure neatly plucked/trimmed as glasses bring focus to the area.

So there you have it a guide for you to take to the opticians next time you attend your eye test. You know yourself better than a sales assistant who are rarely trained in matters of style. For more tips view my video below from style channel youtube.com/c/stylelist

Watch This To Help You See It All More Clearly !

JOJOS STYLELIST TIP : TAKE A CLOSE UP PHOTOGRAPH OF YOUR FACE AND A FULL LENGTH OF YOUR BODY. NOW DRAW GLASSES ONTO YOUR FACE EVEN IF THEY LOOK GOOD ON YOUR FACE CHECK IT ON THE FULL LENGTH ONE OF YOUR BODY.

Mwah Mwah xxxxxxxx

JOJO XX

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STYLE : MANS GUIDE TO WEARING SHORTS

Many of you have requested some style articles for men. Many of my clients are men so let’s start with shorts. One of the most difficult things to get right……. men in shorts. Indeed Tom Ford himself said”shorts should only be worn on the tennis court or on the beach” BUT that was in 2011 and today they are at the forefront of mens fashion. Many men carry off the ‘shorts style’ with great aplomb but there are still many disasters out there in the city sidewalks. So lets keep it hot in the city !!

So lets take a closer look how and when we should wear these bad boys……

OCCASION

Firstly let us consider where we are going to wear them, yes Mr Ford we are kind of listening. Of course shorts are acceptable in a sports environment and on the beach (the current trend is shorter the better) but we are talking about updating your everyday wardrobe. In a formal office situation then shorts are still unacceptable. Also not good at an evening event. Unless of course you are Pharell Williams. But during the day , for days out, at lunch, at the pub, shopping meeting your blood brothers all good. so to sum uo when temperature, environment and location call for it.

CUT

The trend is for tailored slim shorts that follow the line of the leg and are flat fronted.. But you have to take into consideration your body type. If you are a muscular mesomorph than obviously you don’t want it too tight around bulky thighs so you may want a little bit more room here. Also endomorphs with a more rounded tummy may opt for a single or double pleated front to flatter the area. No baggy/excess fabric and no cargo pockets they will add bulk—– this applies to every body shape when it comes to shorts. Just not a good look. So try to stay with a tailored straight short .

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SHOP THE SHORTS

LENGTH

The length should fall 1 or 2 inches above the knee. If you have skinny legs a turn up can add a bit of bulk . Men under 25 can wear the fashionable trend for even shorter shorts. But mature adult males please stick to the just above the knee rule !

COLOUR

Stick to the muted/classic colours. The same colouring rules applies to men as well as women (please see my earlier blog on assessing your colour season).So tan/cream for Autumns/Spring, Navy for winters/Summers and even pastels can look great on Summers. But stick to one basic anchor colour. Save the florals and bright prints for the beach. Checks and stripes can look good on dramatic personality types but can be trickier to match so unless you are shopping with your stylist lets keep it foolproof. Solid colours are traditional and therefore more stylish.

SHOP THE LOOK PASTELS

MATERIALS

Keep it breathable in cotton or linen……natural fabrics. Linen has a tendency to crease and normally I hate that crumpled look but it works in a short.

WHAT TO WEAR IT WITH

No baggy t shirts try to keep the top as neat as slim as the bottoms. Polo shirts are a good look if you are going somewhere more casual. The best look is a fitted button through shirt with a collar. if long sleeved roll the sleeves up or a fitted short sleeve can look good too. The big question to tuck or to untuck ? Keep it untucked. . But bear in mind your height if you are taller you will want a longer fitting shirt and certainly if you are short ensure your shirt length is shorter in the body.

SHOP THE LOOK POLO SHIRTS
SHOP THE LOOK SHIRTS

FOOTWEAR

NO SOCKS. Loafers or deck shoes worn with invisible/ballet socks so your feet do not sweat and smell. Save the flip flops and sliders for the beach and NO sandals whatever age you are. Yes I am talking to you !!!

SHOP THE LOOK FOOTWEAR FOR SHORTS

So there you have it the foolproof guide to keeping the men stylish in shorts so you can dare to bare without putting a step wrong.

JOJOS STYLELIST TIP:AS WITH ALL THINGS STYLE YOU HAVE TO HAVE A FULL TRYING ON SESSION IN FRONT OF A FULL LENGTH MIRROR . IF YOU ARE A GUY READING THIS I HOPE YOU FOUND THIS USEFUL. IF YOU ARE A GIRL THEN ITS OVER TO YOU TO ENSURE THE MEN IN YOUR LIFE GET IT RIGHT !!! GOOD LUCK GIRLS.

MWAH MWAH

JOJO XXXXXX

STYLE: HOW TO CHOOSE THE PERFECT FITTING JACKET

OKAY STYLE BUNNIES AS YOU KNOW I AM ALL ABOUT INVESTMENT PIECES FOR THE SAKE OF THE PLANET AND THE SAKE OF YOUR CLOSET. ONE KEY INVESTMENT PIECE MUST BE A WELL FITTING TAILORED JACKET. BUT IF YOU DO NOT HAVE THOUSANDS TO SPEND ON HAUTE COUTURE OR A BESPOKE TAILOR THEN LET ME GUIDE YOU THROUGH GETTING THE SAME LOOK BUT (A LITTLE) CHEAPER. CERTAINLY WE WOULD BE LOOKING TO SPEND AT LEAST £300 ON A GOOD JACKET. BUT YOU WILL ONLY NEED ONE FOR A STAPLE IN YOUR BASIC WARDROBE.

Two of my current favourite Jackets Alexandre Vauthier and Moschino

WHAT TO LOOK FOR

FIT

When trying a Jacket on check for the following:

  • Shoulders of the Jacket should sit no more than one half an inch over your natural shoulder
  • Rotate arms over your head you should be able to do this comfortably
  • Collar form neck to bust line should sit smooth and flat
  • The Jacket should button easily but not too loose. Place one hand between the Jacket and your body it should sit comfortably between the two
  • Ensure the sleeves are the correct length. they should fall at the base of the hand. A good test is hold both arms out in front of you if the sleeves pull up above the wrists they are too short

LENGTH

  • The golden stylist rule here is your Jacket should cut off at the part of your body you wish to highlight. If you want to disguise large hips your Jacket should fall below the hips.
  • If you wish to emphasize a small waist then choose a jJacket that sits on the hips and is fitted at the waist.
  • Consider your body shape. try different style Jackets to see what flatters you.
  • If you are tall and want to appear shorter the general rule is a longer Jacket to balance the body. But if you have great legs shorter Jackets can emphasize longer legs.
  • Certainly though if you are short you will not want a longer line in your Jacket.
  • An ellipse shape (apple) may decide to go for a less nipped in at the waist style.
  • Employ a stylist for a couple of hours if you are unsure. Most large stores now offer this for free especially if you are going to be investment spending and you may get a glass of bubbly too while they do all the work. Would definately recommend.

LAPELS

  • Smaller lapels for larger bust
  • Wider lapels for small breasts or to balance body shape if you are a pear. to give you that sought after hourglass figure.
  • Large busts need a low button beneath the lapel to prevent gaping and pulling across a bust where the Jacket may fit perfectly.
  • Remember if you have read my earlier blog on body types you are angular or curved. Your lapels should reflect the line of your body. Curved lapels for curved body lines. Sharp lapels for more angular athletic body types.

POCKETS

  • Try to avoid flap pockets or overly decorative pockets on the hips if you don’t want to add weight to them.
  • I prefer a slit pocket on Jackets for overall fit and sleekness
  • Tailored jackets will sometimes have stitched the pockets shut. There is much discussion whether to cut these stitches or not . Personally I like to leave the pockets stitched to keep the line of the Jacket and to prevent it from becoming crumpled. Tailored Jacket pockets should never be used.

COLOUR

  • Once again if you read the article on discovering your colour type. You will already know what colours suit you. Choose a staple colour that will suit most things in your wardrobe. Some suggestions would be WINTER colouring BLACK, SUMMER colouring NAVY , AUTUMN colouring TAUPE SPRING colouring CREAM.
  • Or you may want a statement piece to wear with other neutral tones or jeans. Remember to stick to your correct palette to enhance your complexion and overall look.
  • I would stick to a basic colour for an investment piece as it should not be dictated by fashion however if you are attracted to a more dramatic Jacket be careful with the pattern or print. Basic rule large patterns make you look larger. Vertical stripes make you look taller. Small checks look better on a small frame. Larger checks look better on a larger frame. Personality also plays a part in bolder more dramatic prints. I often think a dramatic print on a timid shy person loses the person completely.
  • If you don’t know your colour palette enlist a colour therapist to ascertain yours. One hour is all it takes from £100. This is an investment as you will get a wallet of swatches of all the colours that suit you and go together in your complete colour palette. So every item of clothing in your closet will blend seamlessly. As far as I am aware no large stores yet offer this service.

FABRICS

This depends on the climate that you live in. But strictly NO polyester,viscose or acetate. It is like wearing plastic and will have you perspiring . Sweat patched under the arms is not a good look !! Other than that if you find a great Jacket and it fits perfectly dont sweat (see what I did there) the small stuff.

So there you go Stylistas my GO TO Guide to finding the perfect Jacket. So once lockdown is over schedule a day – time to Shop once more ! This is one time when mail order WILL NOT WORK for you.

JOJOS PICKS

Some of my favourite Jackets right now including my Alexandre Vauthier for half price !!!! (Very annoyed face)

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SHOP THE LOOK

JOJOS STYLIST TIP: NOT ONLY DO LARGE STORES PROVIDE PERSONAL STYLISTS NOW BUT THEY ALSO PROVIDE OFF THE PEG TAILORING AT A MINIMAL COST OR EVEN FREE TO ‘TWEAK’ THE GARMENT FOR A PERFECT FIT. ENQUIRE WITHIN STORE WHETHER THIS IS A SERVICE THEY OFFER.

MWAH MWAH

JOJO XXXXXXXX

STYLE : BEACHWEAR

Okay okay guys I realise no one is going to be heading to the beach anytime soon. But we can dream ? There is nothing stopping you getting beach ready now ready for the big getaway to far flung destinations. Our travel industry will need support like never before and there will be plenty of bargains initially. So prepare, prepare, prepare !

I feel confident that my style followers will have been getting beach body ready whilst self isolating. If not, why not what on earth have you been doing ? Priorities ladies !

So today we are going to take a look at my style picks in sunglasses, swimwear, cover ups and beach feet. I am sure just the process of preparing for the balmy Summer days will lift our spirits and get us through this bleak time and if you are not planning a getaway

Liz Hurley Bikini -yes you can still do a bikini in your fifties !







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SUNGLASSES

There is not one particular trend in sunglasses this year just choose what suits your face shape and colouring look for the article dropping soon right here on how to choose sunglasses. They are a statement style piece so splurge the cash.

SHOP THE LOOK

SWIMWEAR

One pieces are on trend this summer for those of you who want to hide their tummies also big pants (50s style) bikinis are exploding onto the scene. But here are my picks from some of my favourite brands with prices to suit all ranges.

SHOP THE LOOK

COVER UPS

Cover ups to take you from beach to bar. Match to your swimwear for the ultimate style signals. Long or short skirt or shorts. browse these brands to find that special finish to your beach daywear.

SHOP THE LOOK

BEACH FEET

Let us not forget the finishing touches from flats to heels to wedges. Or start with flats and take some heels to take you into early evening with the right cover up

SHOP THE LOOK
From Pool to Bar…….Margarita Time !

JOJOS STYLELIST TIP : If you are heavily investing in bikinis ensure you rinse in cold water after every wear chlorine, seasalt and sun lotion destroy the fabrics so rinse thoroughly.

Mwah Mwah

JOJO XXXXXX

THE UTILITY LOOK

Many of you have been asking about my look on my header page so I thought I would share it with you.

This is one of the most timeless looks to put together its always in style and great for just hanging out so effortlessly comfortable.

The utility look can be curated to suit your own budget in fact my Linda Farrow sunglasses are the most expensive item of my whole look. Aviators look best with this whole utility look as do converse hi tops. Khaki jackets can be bought almost anywhere throughout the year and come in many different styles – remember to dress to suit YOUR body shape. I have hundreds of denims in my closet but my favourites I have to say are my River Island Mollies in fact in my experience high street jeans beat designer jeans hand down. So no need to splurge on the denim girls.

So this is a great look for you to try for yourself. Here are some of my style picks.

IN THE CLOSET

THE STYLE LIST: FEBRUARY 2020

SO WHAT MADE THE STYLE LIST THIS FEBRUARY WHAT IS HOT IN JOJOS WORLD. ALL TRIED AND TESTED !

MOST STYLISH HOTEL

OK SO THIS IS NOT AN ACTUAL HOTEL THIS MONTH BUT THE PALAZZO PISANI MORETTA IS A SPECTACULAR VENUE. I WAS LUCKY ENOUGH TO ATTEND THE TIEPOLO BALL AT THE VENICE CARNIVALE THIS MONTH AND THIS VENUE WAS LIKE A DREAM. CHANDELIERS WITH REAL LIT CANDLES, GRAND MASTERPIECES, LOCATED ON THE GRAND CANAL. ARRIVING BY WATER TAXI TO SEE THIS STUNNINGLY STYLISH PALAZZO TO BE GREETED BY PHANTOM OF THE OPERA CHARACTERS , A GLOSSY MAGAZINE COME TO LIFE.

See our gallery below of our wonderful night at the Tiepolo Ball at the Palace.

MOST STYLISH RESTAURANT

WELL FOLLOWING ON FROM THE ABOVE OBVIOUSLY THIS MONTH I AM GOING TO SELECT ONE OF THE MANY OPTIONS IN VENICE. BUT YOU MAY EXPECT ME TO MENTION THE GRITTI OR THE CIPRIANI BUT THE BEST LUNCH THIS VISIT HANDS DOWN WAS THE LESSER KNOWN HOTEL MONACO. LOCATED BETWEEN THE GRITTI AND HARRYS BAR RIGHT ON THE GRAND CANAL WITH SUPERB VIEWS. I SELECTED THE SEA BASS ON CELERIAC PUREE (34 EUROS) AND ‘THE BODYGUARD’ CHOSE LANGOUSTINES WITH POLENTA (36 EUROS). THE SETTING, VALUE FOR MONEY COMPARED TO ITS MORE EXPENSIVE NEIGHBOURS, AND CLOSE PROXIMITY TO ST MARKS SQUARE WON MY VOTE THIS MONTH.

Hotel Monaco on The Grand Canal
Lunch at The Monaco in my Full Costume

MOST STYLISH PRODUCT

AFTER READING ABOUT THE MUCH HYPED NU FACE , THE ELECTRO MICRO CURRENT FACIAL TONING AND CONTOURING GADGET I DECIDED TO TRIAL IT. LET ME SPEND MY MONEY SO YOU DONT HAVE TO. IT TAKE ’60 DAYS OF DAILY USE TO SEE RESULTS’ BUT AFTER TWO WEEKS I CAN SEE MY FACE IS MORE LIFTED. IT IS ACTUALLY VERY THERAPEUTIC TO SPEND 15 MINS A DAY MASSAGING THE FACE. SO STAY TUNED FOR THE REAL RESULTS ON THIS ONE. BUT IF NOTHING ELSE THIS GADGET LOOKS SUPER STYLISH IN MY BATHROOM RIGHT NOW !

The Nu Face Trinity

MOST STYLISH FASHION

FEBRUARY IS ONE OF THE BIGGEST MONTHS OF THE FASHION CALENDAR. NY / LONDON FASHION WEEK IN FULL THROTTLE AND NUMEROUS AWARDS CEREMONIES MADE IT HARD TO PICK AN OUTSTANDING FASHION MOMENT FROM SO MANY. BUT THE WINNER IS …………(DRUM ROLL)………..JANELLE MONAE IN RALPH LAUREN AT THE OSCARS. DARED TO BE DIFFERENT , EYE CATCHING STANDING OUT FROM ALL THE OTHERS ON THE RED CARPET. A PERFECT EXAMPLE OF LOOKING STYLISH BECAUSE YOU ARE DRESSING TO SUIT YOUR COLOURING, PERSONALITY AND BODY. I LOVED THIS DRESS AND IT SIMPLY TOOK MY BREAT AWAY. THIS WILL BE AN ICONIC DRESS REMEMBERED IN FUTURE YEARS. I AM EXCITED JUST TO WRITE ABOUT IT.

Superstar Style


MOST STYLISH PERSON

THE FINAL WORD HAS TO GO TO THE LATE CAROLINE FLACK. BEAUTIFUL, VULNERABLE, GORGEOUS ON THE INSIDE ONLY ENHANCED BY HER VULNERABILITY. HER ONLY MISTAKE CHOOSING THE WRONG MEN AND WHEN THIS BECAME EVIDENT NOT HAVING THE STRENGTH TO WALK AWAY LEADING TO CONSTANT STRESS ON HER MENTAL HEALTH. LET US REMEMBER HER FOR THE WAY SHE LIT UP A ROOM AND OUR TELEVISION SCREENS. I FEEL WE ALL LOST A DEAR FRIEND. ALWAYS EFFORTLESSLY STYLISH. WE LOVE YOU CAROLINE. RIP.

Caroline Flack

So there you have it Stylistas this months Style List. Let me know if you have any tried and tested contenders for the March Style List.

JOJO STYLE LIST TIP : THINK LIKE COCO CHANEL IF YOU ARE BULLIED ON SOCIAL MEDIA ” I DONT CARE WHAT YOU THINK ABOUT ME. I DONT THINK ABOUT YOU AT ALL” THESE HATERS ARE IRRELEVANT IN YOUR LIFE.

MAKE MARCH AS SPECIAL AS FEBRUARY

MWAH MWAH

JOJO XXXXXX

THE STYLE LIST NOVEMBER

WHATS HOT THIS NOVEMBER…….AND WE DO NEED SOME HEAT !!

SEE WHO AND WHAT MADE IT ONTO THE STYLE LIST THIS MONTH

MOST STYLISH HOTEL

THE BILTMORE HOTEL , LONDON

This recently opened Hotel in September this year after two years of renovations , now getting into its stride it has now made it onto the Style List after my recent visit. This is a little gem in the heart of Mayfair located in Grosvenor Square a stones throw from Claridges and the fabulous New Bond Street shopping. Jason Atherton overseeing the cuisine in Betterment the Hotels rather lovely and spacious restaurant and an equally sumptuous bar – The Pine Bar. Stylishly cool and still largely still undiscovered the quietness added to the overstated elegance. From £400 ppp night.

Betterment Bar in Jason Athertons Restaurant
Private Dining at The Biltmore

MOST STYLISH RESTAURANT

SCOTTS, MAYFAIR

A frequent visitor to SCOTTS in Mayfair it is consistent in both food and service. At this time of year it is particularly stylish with the most beautiful christmas decorations of any restaurant I know. I tend to go for my favourite fish, Skate with shrimp and an ice cold glass of Chablis and this week was once again exceptional. Super classy and I could put it on the Style List every month but at this time of year it is especially so exudes christmas from a Hollywood film set.

Scotts of Mayfair
Christmas Wonderland at Scotts

MOST STYLISH PERSON

TERRY O NEILL

This must go to the lovely TERRY O NEILL whom I was lucky to meet on a few occasions, we had the greatest conversations and invariably ended up in LUIGIS Deli on of Terrys favourite places for great Italien food. His death this month was no surprise as he had been ill for some time but I hoped he would make one more Christmas. Terry s exhibition at the Iconic Gallery Chelsea makes you realise what an amazing stylish and exciting life he led for someone so normal and unassuming. A truly talented photographer and a wonderful man. You will be missed. Legend.

Terry
Faye Dunaway -once married
Afterparty
Terrys latest book a brilliant collection

MOST STYLISH PRODUCT

TOM FORD SKIN ILLUMINATINGPOWDER DUO

OK , so everything about TOM FORD is stylish and my followers will know that im a MASSIVE fan of all things TF (even his films). But put this on your christmas list ! I love ‘Flicker’ it is for darker skin but i find it works well on mine as I use the darker colour for contouring and the gold for highlighting. The sleek platte with mirror – perfect for touch ups during the evening and great for the party season ! I apologise if this has made a previous Style List but just needs to be on repeat. Repeat. Repeat.

Tom Ford Skin IlluminatingPowder Duo

SIR BOYD TUNNOCK

Following his knighthood this month , the inventor of TUNNOCKS TEACAKES cannot be left off this months Style List. Along with the Queen this is my treat of choice . Satisfying yet calorie light (105calories) light fluffy marsmallow on a biscuit base covered in a thin layer of chocolate it is enough. Beautifully wrapped in that iconic red and silver foil. The TUNNOCKS CARAMEL WAFER cannot go unnoticed.

Tunnock Teacake. Yummy !

STYLISH FASHION

Ditch the sequins its all about chiffon this month. Find it everywhere and at reasonable prices. No need to spend a fortune on pieces you may only wear seasonally. Try NASTY GAL, RESERVED and ZARA for some super pieces at excellent prices. Go all out with bright colours and bows.

Zara £39.99
Reserved £34.99

JOJOS STYLIST TIP: LOOK OUT OR NEXT MONTHS STYLE LIST AFTER MY CHRISTMAS VISITS TO ST BARTHS AND TURKS AND CAICOS. BRINGING YOU WHATS HOT FROM WHERE ITS HOT !!

JOJO MWAH MWAH XXXXXXXXXX

SUSTAINABILITY IN FASHION

Last week I attended a fashion event at Bicester Village in conjunction with Harpers bazaar. I had intended to write today about the A/W trends but AVRIL MAIR (Group Luxury Fashion Director) and Kim Parker (Fashion and Jewellery Director) touched briefly on sustainability in the fashion Industry.

Avril Mair and Kim Parker

What I have since discovered concerned me so much that I decided to dedicate todays article about it. It led me to ask the question WHO IS TO BLAME: THEM OR US ?

WHAT IS SUSTAINABILITY?

Fostering change in the systems towards great ecological integrity and social justice.

FOCUS ON FASHION

The fashion industry is the second most polluting industry in the world, after oil and gas. Rubber, leather and textiles make up 9% of all solid waste. Water consumption within the industry is growing substantially. More recent reports show that the fashion industry is slowing down its sustainability efforts. But is this because of an all time high demand for quick turnaround cheap fashion.

FAST FASHION

Ironically 75% of consumers indicate that sustainability in the clothing industry is important to them. But is it the consumers insatiable appetite for ‘fast fashion’ that is the real problem ? Causing the fashion industry to lose in the sustainability stakes.

Even though the industry is working to reduce its environmental footprint people are buying more and more clothes at ridiculously cheap prices. According to AVRIL MAIR we are wearing an item of clothing only up to 6 times in these current times !!!!

British consumers buy more new clothes per person than any of its European counterparts. Even the historic two annual fashion seasons have now very blurred lines with many fashion houses doing 4-6. While high street stores now do “weekly drops” to keep up with customer demand to buy disposable cheaper pieces. What is driving this I ask myself ? Desire,status,ego or just a need for excitement……or a fast fashion fix ? This fast fashion turnover of clothing (usually made from chemically laden fabric)can clog up landfill and causes 1.2billion tonnes of greenhouse gas emissions. That is more than the emissions from international flights and shipping combined .

Throughout my Styling career I have ALWAYS emphasised the need for “style for life rather then a slave to fashion” and re positioning that focus. Concentrating on investment pieces with a couple of updates each season. Clothes that last a lifetime or at least, a long time. Planning your wardrobe not impulse buying.

Cheaper clothes = environmental damage. Beyond doubt.

Are consumers placing impossible demands on the fashion industry that it is almost impossible to improve sustainability ?

Let’s look closer………

ENVIRONMENTAL IMPACT

WATER CONSUMPTION

It can take up to 3000 litres of water to produce one shirt. 10 000 for one pair of jeans.

Cotton production itself uses huge amounts of water . Also it is normally grown in warm dry climates where water is scarce.

WATER POLLUTION

Washing polyester releases microfibres into the water system and microscopic plastics that find their way back into the food chain. The process of dyeing clothes lead to toxic chemicals polluting the water on a massive scale.

FASHION WASTE

Consumers disposing of these non bio degradable materials into landfill has risen massively into the 1990s. But fashion waste from cutting patterns is also a major problem. Although more Companies are now adopting zero waste cutting techniques.

GAS EMISSIONS

Synthetic fibres of which fast fashion tends to be produced e.g. polyester,nylon,acrylic are all made using fossil fuels. Polluting both air and water. Carbon emissions generated by the clothing an average UK household over a year is equivalent is equivalent to driving a medium sized car 6000 miles.

SOCIAL INJUSTICE

Sustainability of course includes the workforce. Cheap clothes means cheap labour usually in very poor working conditions. Exploitation is generated by a need to cut costs and the volume required to satisfy demands. A lot of our clothes are assembled in India and China workers are paid low wages, poor health and safety conditions and degradation. Child labour is frequently used whose families dare not question the quality of their sons and daughters treatment.

Contemplating at Bicester

CONCLUSION

There is no doubt that we need to explore better technology, water consumption, produce recyclable materials and and implement better working conditions to reduce the social and environmental impact, of this giant industry worth globally £300 billion per annum. But does the real answer lie with us the consumer who is demanding quick manufacturing at low prices. Perhaps we need to persuade David Attenborough to do a programme on the fashion industry !

JOJOS STYLELIST TIP : PLAN, PLAN, PLAN. AROUND TWO SEASONS AND STICK TO IT. SHOP MINDFULLY-DO YOU NEED IT OR LOVE IT MORE THAN ANYTHING ELSE IN YOUR WARDROBE.