Dries Van Noten Wants in on Fashion’s Latest Trend of an Eco-Friendly Focus
Belgian designer Dries Van Noten wants in on fashion’s latest trend of an eco-friendly focus—a key factor influencing many existing and upcoming brands.
If recent news has told us anything, sustainable fashion is a primary focus in the industry right now. For brands like Atelier Jolie, Chloé, and even the recent release of Phoebe Philo’s namesake label, there is one common theme among them all—sustainably and ethically sourced fashion. Now, Belgian designer Dries Van Noten wants his brand to shift into the go-green movement.
Van Noten’s label is known for its dynamic use of color and patterns. His oversized silhouettes are crafted in some of the finest materials of silk, wool, and velvet. Much of Van Noten’s inspiration for his designs emerged from his travels. Moreover, the fashion brand strives to ensure consumers invest in sustainable luxury pieces.
How do luxury labels like Dries Van Noten enforce their eco-friendly agenda? One of the first things van Noten considered when hoping to eliminate fashion’s environmental impact was minimizing the concept of traditional fashion shows. “We have been forced to step back; forced to look at everything we are doing and decide whether it makes sense,” he stated. Instead of creating pre-collections before and after every fashion show, Van Noten relied heavily on his commercial success.
The decision proved to be successful. Not only was the brand able to focus on the quality of its collections, but eliminated the waste that came with over-flooding the market. “A month or two after a collection is delivered to stores it goes on sale; discounts are applied before a customer can even start wearing the winter coat they bought in the summer,” the designer explained to Vogue. Eliminating wasteful overproduction meant less pollution emitted into the environment.
“I see the climate change everyday in the garden so it’s something which is, I think, on everybody’s mind or has to be on everybody’s mind,” shares Van Noten. “And of course, fashion is a big polluter so we have to consider that and really ask ourselves questions: What can we do? What can we do to improve,” he continued. This question brings Van Noten motivation to create sustainable fashion, instead of creating a show of his collections. Beautiful, competent pieces are crafted to encourage individuality and constant incorporation in everyday attire, unlike many other luxury pieces worn once and seldom seen again.
Hence, it is a sign for many of us to make more mindful decisions when buying luxury. Dries Van Noten has many more ideas in store to continue his slow-fashion journey. There is no doubt the fashion industry is looking forward to what he has in store next.
