Melissa Bell emphasizes the urgent need for fashion brands to embrace sustainability and adopt responsible practices amid growing environmental concerns.
Melissa Bell, co-founder of the pre-loved womenswear brand Atelier Ninety Five, is advocating for a more sustainable approach in the fashion industry, which she views as being at a critical juncture. In an interview with Drapers, Bell emphasized the urgent need for brands to shift away from fast-fashion models and adopt more responsible practices, particularly in light of growing awareness surrounding the environmental and social implications of the industry.
Launched in September 2023, Atelier Ninety Five operates under a luxury direct-to-consumer model with a deep-seated commitment to circularity and mindful consumption. The brand’s ethos is centered around creating timeless pieces designed to last beyond fleeting trends, encouraging customers to cherish and keep their garments in circulation for years. Bell noted that true luxury is found in the creation of enduring styles that are not only physically durable but also significant in their timeless appeal.
The brand has implemented several initiatives to align with its commitment to sustainability. These initiatives include providing extensive product care guides aimed at extending the life of garments and promoting a culture of “re-wear.” Bell discussed the incorporation of feedback from customers, which consistently highlights the quality and durability of the products. In addition, Atelier Ninety Five has witnessed a marked increase in engagement across social media platforms, demonstrating a growing interest in mindful fashion choices.
Bell identified key strategies that brands can adopt to encourage responsible fashion practices. First, she advocates designing with circularity in mind and prioritizing timeless pieces over fashion trends that may quickly fade. She stated, “Not rushing to create a style or colour that’s ‘having a moment’ but designs that remain relevant season after season” can lead to collections that stand the test of time.
The choice of high-quality, durable materials is another crucial aspect Bell highlighted. She pointed out that while opting for cheaper materials may reduce initial costs, it can ultimately harm a brand’s reputation and financial prospects. Atelier Ninety Five is currently collaborating with factories to sample sustainable materials such as hemp, bamboo, and organic cotton. However, Bell noted the challenge of accessing these fabrics due to their high minimum order quantities, particularly for smaller brands.
Production at Atelier Ninety Five is carried out in China through fully audited factories, allowing for smaller order quantities that help minimize waste. The brand emphasizes using sea freight for transporting their products to reduce emissions, even if this approach requires longer lead times compared to air shipments.
Customer education is also a key focus for the brand. Bell discussed the importance of providing educational inserts in product packages, which detail garment care tips, such as using mesh bags for delicate items during washing. Additionally, the brand is considering offering repair services to help customers prolong the life of their purchases, further advocating for a commitment to maintaining and caring for garments.
Transparent storytelling is another strategy Bell believes can foster trust and inspire conscious consumption among customers. This can be achieved through various platforms, including videos on the brand’s website and social media channels, as well as detailed blog posts.
By embracing these strategies, Bell asserts that brands have the potential to significantly impact environmental issues while cultivating a base of loyal, mindful consumers. Through their dedication to responsible practices, Atelier Ninety Five aims to contribute to a more sustainable and fulfilling fashion experience for all.
Source: Noah Wire Services
