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Selfridges' 'Material World' Animation Shows There's More To Sustainable Fashion Than 'Weird Harem Pants'

What on earth are you wearing?
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By 

Parents & Style Editor at HuffPost UK

Selfridges is on a mission to prove there is more to sustainable fashion than “weird-looking harem pants”.

The department store has released an animated video as part of its ‘Material World’ project, which is seeing eight ethical brands being championed in its London Oxford Street store.

The video outlines the fact that unsustainable shopping can affect climate change and explains how yak fibre can be used as an eco-friendly alternative to cashmere.

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Selfridges

All of which is all important because, as the voiceover explains, “my happiness shouldn’t be marred by someone else’s detriment, you know, someone in the cotton field who’s being poisoned by pesticides.” 

Find out more about the designers being championed in Selfridges’ ‘Material World’ project here.

Before You Go

LCF Designing For Sustainability
Imperfection Is Beautiful(01 of09)
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"The pre-lived nature of recycled garments forms the foundation of this collection. Rather than disguising old as new, elements of the recycled garments have been preserved to engage the wearer in the origins of the design."

By Kayla Satzger, Sourena Ghaffari, Yuntao Ma, Jiaxin He and Wei Qi Lim. (credit:HM x LCF)
Dissimulation And Exposure(02 of09)
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"Using the two most common recycled textiles - denim and jersey - patchwork, weaving and other textile techniques have been applied to this collection to create modern garments that are both structured and delicate."
By Camila Fukumothi, Yueqi Li, Margot Didier, Monta Kairena and Siar Hawzhen. (credit:HM x LCF)
3패패人(03 of09)
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"Weaving and construction techniques found in traditional Japanese packaging have been applied to garments within this collection to create minimal to zero waste. The imperfection of used garments is embraced through celebrating flaws and asymmetry."

By George Boyle, Phoebe Yang and Miju Ko. (credit:HM x LCF)
Playful Activists(04 of09)
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"This collection explores fashion activism with a playful aesthetic. Bright and colourful textile manipulations with small fabric pieces have been developed to re-use the abundance of children’s garments that are donated to recycling."

By Dayun Lee and Dawn Kelso. (credit:HM x LCF)
Something New(05 of09)
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"This collection is based upon a zero-waste textile technique. Scraps of unwanted garments have been used to create a completely new fabric with a distinct aesthetic. This re-formed fabric was the starting point for each design within the collection."

By Jaehwa Rhee (soorhee), Dylan Groundland, Xuan Nga Le Pham and HaLim Kim. (credit:HM x LCF)
The Return Of Youth(06 of09)
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"The concept of burden is the vision for this collection. The layered shapes and silhouettes represent the burden we have put on the planet through overconsumption and the burden we now carry to change the way we live."

By Lana Toskan, Flora Butler. Gwen Cheah and Linh Thuy Nguyen. (credit:HM x LCF)
Contract And Release(07 of09)
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"A large number of garments that are donated to recycling are relatively unused. This collection aims to prolong the duration of the user phase by allowing the wearer to adapt garments through adjusting shape, volume and length as desired."

By Nicole Carrasco, Jeraldine Ng, Madison Marcantonatos and Lisa Fulchignoni. (credit:HM x LCF)
Mass Hysteria(08 of09)
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"This collection draws upon the 1960s environmental movement and youth spirit of time. Bringing femininity and masculinity together, recycled garments have been used to redefine the classic 60’s patchwork style."

By Adela Carvajal, Won Jeon, Amon Kale, Yuting Chen and Ludan Zhang. (credit:HM x LCF)
Freaks Of Nature(09 of09)
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"This collection explores a vision of what nature might look like in the future. Recycled textiles and hardware from garments, natural dyes, wood scraps and shells from food waste were used to create pieces that represent new forms of plant life and insects."

By Yuluo, Yemeng, Haojia, Niamh and Xiaoyan. (credit:HM x LCF)
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