Green and High Fashion Join as One
New York Fashion Week is just around the corner, which means increased excitement for up-and- coming new designers and trendsetters on the lookout for new cuts, styles and fabrics. With fewer shows and more quality-focused hybrid shows, New York Fashion Week is placing the planet at the center of attention with sustainable brands at the forefront.
In our May issue, we interviewed Wear the Future founder and fashion journalist Annabelle Azadé, who was preparing a special selection of designers for Digital Cruise II, a second iteration of the show that took place last year. Ahead of New York Fashion Week, we checked in with Azadé about the recently released digital accompaniment to the full show to come this September, as well as new collaborations and what audiences can expect from Digital Cruise II.
Could you tell me about how the show came to be and what sort of people were involved in its creation?
We had a wonderful show in 2019 with Nolcha and wanted to reiterate the same thing. This year, we are doing it at George Ballroom, where the iconic couture designer Oscar de la Renta showcases his pieces! The curated designers are the sum of a reflection on what we have come to realize for the past year. It is no surprise that we all had to reflect on how Earth had been impacted by the pandemic. So I thought, why not offer an “inside journey” within the earth? Wear the Future is all about elevating designers who are truly responsible and respectful to the planet, so our goal for Digital Cruise II is to raise awareness around each other’s responsibilities.
When it comes to selecting brands, we are looking at de- signers who are truly in tune with our values. As you may know, so many people have used the word “sustainable” as a magic tag name on their labels to make a bigger margin, with no real commitment. We want to truly surround ourselves with honest messengers of tomorrow’s fashion.
For people unfamiliar with the digital element that will be streamed before your show, could you explain the format?
While you are watching the show, you can click on the looks on the CFDA 360 Runway platform. The video is pre-recorded — we filmed it in a natural preserved park in Los Angeles County — and you can play it as many times as you like! As soon as you like a look, you can click on the brand’s pro- file, which will redirect you to the designer’s website so you can purchase the piece. Just like Digital Cruise I, our second edition will be broadcast on national television on PBS this season, too. This is a great honor and also a great sign to see that people are increasingly interested in eco-friendly designers [and have] ethical mindsets.
What does a digital format make sense for you in an environmental context?
Obviously the pandemic has made us think about new formats, and video was the most efficient as well as the most eco-friendly [option]. I wanted to do a B2B and B2C, which was the most important goal for designers: be seen by buyers and fashion professionals in a more inclusive way. We wanted to have an “open field” platform show and it really worked. So we’re very happy!
How did organizing a digital show differ from put- ting on a traditional runway show? In what sorts of areas are you able to reduce your impact?
We had to craft a digital runway — a mix between a video clip and a video “lookbook.” It was very new. Given that we are focused on environmental and inclusive fashion, we included models and activists, and less so “high fashion models.” What matters here is the message: freedom of speech, fluidity in the clothes. I didn’t want people to feel like we were stiff and stuck in the NY-state-of-mind by putting unrealistic standard of beauty [on stage].
Have you looked into measuring your footprint for the show at all?
We have been very conscious of having a minimal team, using natural light and not a studio. We are not going to print any promotional elements for the show and will keep everything digital. The pieces are mostly made-to-order, so there will be no overstock. Our goal is really to focus on purpose-driven designers and they usually do more than just sustainable clothes; most of them consume local and make sure they don’t overrun the planet’s needs.
What kind of advice would you give to young designers who are looking to be more proactive when it comes to fashion?
It is important to remember that the fashion industry produces 10% of all humanity’s carbon emissions and is the second largest consumer of the world’s water supply. We all need to do more! Anything can help: give away your deadstock to schools or non-profit organizations, make sure you order the right amount of supplies, use recycled fabrics or other kind of elements if you can. Most importantly, made-to-order or small order batches are the smartest models ever!
About Wear the Future: Wear the Future is the first sustainable fashion PR agency and showroom in Los Angeles, California. Focusing on responsible and purposeful fashion, the collective is currently representing 25 inter- national brands, from ready-to-wear to couture as well as accessories — from shoes, bags and high fashion jewelry.
