HURR Edit: Emma Spedding, Who What Wear
Traditionally the role of a fashion editor has had a real focus on newness, and while I still spot micro-trends and report on innovative new brands in the industry, it is also part of my job as Deputy Editor of Who What Wear to promote a more conscious way of consuming. There are several key shifts we can all make – buying into trends that won’t have a sell-by date in your wardrobe, for example, and seeing fashion as circular. You can do this by recycling, buying second-hand, fixing neglected clothing and borrowing. This is how I discovered HURR – as it is a platform that means we can all consume less and get more use out of the clothes we all already own. And there is also an amazing selection of printed midi dresses that would fit perfectly within my own wardrobe for a month or two.
ITEMS I WOULD RENT:
I have a dress in this Rixo print and it is my favourite thing I own— my version has been passed around so many of my friends for weddings and has had a 100% 5* rating (unofficially on Whatsapp of course)— so I know first hand that this is an amazing thing to borrow for summer events.
Alighieri is one of my favourite brands this year, and find the gold and pearl jewellery in particular really special. I’d wear these for weddings— or every day in the office.
I have this Ghost dress in baby blue and it’s one of the items I wear the most— I really regret not buying the pink one. I wear it to brunch at weekends, to the office and dress it up with strappy sandals and statement earrings for smarter events.
If you have a special weekend break coming up why not arrive in style with this classic LV logo tote bag. It’s big enough to fit in all your mini break essentials.
Rouje is one of my favourite brands for throw-on summer staples, and this red floral mini skirt would look amazing with a white T-shirt and leather sliders. Because who wants to spend their weekend thinking about outfits if the weather is anything like it was last summer.
ITEMS I WOULD BUY:
1) VEJA – ESPLAR TRAINER (RRP: £95)
Vejas are certainly the most popular trainers in London right now, and aim to be conscious across all aspects of their production. I am now onto my second pair.
2) RIXO LONDON – ROSEMARIE DRESS (RRP: £265)
Rixo doesn’t label itself as a sustainable brand, but it creates vintage-style dresses which you will treasure and wear for years, aiming to slow down the trends cycle. I particularly love this mint green midi dress. Can you tell I’m a dress person?
3) KAIRI LONDON – SHELL BAG (RRP: £390)
A sustainable bag in the shape of a shell— what’s not to love, hey?
4) NINETY PERCENT – TENCEL BODYSUIT (RRP: £65)
Tencel is one of the leading sustainable fabrics, and I love this tie-dye bodysuit which is made from 95% Tencel.
5) J BRAND – SELENA JEAN (RRP: £245)
Jeans can have a real impact on the environment, and J Brand is making real strides to make its production less harmful. I recently discovered for a feature that the wash of these jeans uses 99% less water than the usual denim process— AND Selenas are my favourite cut.