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Sustainable Fashion Without Sacrificing Style

Manequins wearing green in window display

The world’s fashion weeks are well underway and the number one trend is sustainability! 

The fashion industry is a big polluter and news that luxury brands are becoming more environmentally conscious is welcome.  Not all of us can afford luxury brands, however, so what can we do to shop more sustainably?

A new fashion boutique, Pop London opened at Blue House Yard in Wood Green and it certainly turns pre-conceptions about sustainable fashion on its head: sexy, glamorous, beautifully produced, size inclusive and most importantly, it’s affordable.  Shazia Saleem, the founder and designer at Pop London explains “I studied fashion in Florence, Italy and worked with luxury brands before starting my own company. Pop London is about fun, feminine and quality designer led affordable fashion that has been ethically and sustainably produced. It is important to me that the fabrics that I use are gorgeous and my designs are versatile for busy women to wear to work and at weekends”. 

Shazia has represented the UK on international design projects as a sustainable fashion expert and a film about her work in India and some of her creations are currently being shown at the National Maritime Museum in Greenwich. Each Pop design is produced with surplus fabric, including wastage leather and highly coveted Harris Tweed. Shazia also works closely with exiles from Tibet who produce some of her jewellery. 

Is sustainable fashion an oxymoron? Not according to Shazia “The fashion industry undoubtedly needs to clean up and as consumers we need to buy less disposable fashion. However, it is unrealistic to think that as a society we will make a complete leap from excessive to zero waste.  Small steps to incorporate sustainable designs into our wardrobes as we transition really makes a difference.  At my boutique I encourage women to bring their favourite skirts or trousers and I offer to help style their existing outfits in new ways”.

Shazia also recommends shopping at thrift, clothes swap events or vintage stores but points out that vintage fashion tends to be for women on the slim side of the size spectrum! Her final piece of advice: “Remember that fashion is supposed to be fun and if you feel good in something then it is perfect”.

Pop London is open Tuesday – Sunday at Blue House Yard, London, N22 7TB. 

T: 020 7164 6877 

W: www.poplondon.co.uk

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