Looking Great By Design, Not Chance

Fashion is about new ideas, new styles and new products, that foreshadow and reflect our cultural aspirations. Increasingly, these new things are recycled versions of old ideas. I may not be rejoicing at seeing 80's embellished denim jackets and florescent leggings (especially when they really don't suit the wearer), but I am glad to see that the concepts my grandmother taught my mother, who in turn passed onto me, about treating others the way you wish to be treated, shopping wisely, and never letting things go to waste, are key parts of what is becoming known as Sustainable Fashion.

Sustainable fashion is being highlighted by those wearing organic cotton jeans and using jute shopping bags, but thankfully there are many ways to adopt this trend without replacing everything we own with 'green versions'. Sustainable fashion is, at its heart, about applying common-sense principles, and making the most of what you have.

This may sound strange coming from an image consultant - after all isn't it my job to take people shopping so they can replace their old wardrobes? Shopping with clients might be an exciting and publicly visible aspect of what I do, but as Coco Chanel said, "Elegance does not consist of putting on a new dress". Ultimately, my role is to help you to get the best from who you are and what you have by teaching you how to look good and feel great as you are, how to maintain your style to suit your lifestyle and budget, and how to minimise wasted time, money and energy by buying less and wearing more. In short, my role is to help you to develop a sustainable style.

Here are a few simple, common-sense ideas, based on the three R's of going green, for getting more from your wardrobe and reducing your fashion footprint:

Reduce

• Only buy what you need. So often we are drawn to an item, only to get it home and have it sit unworn in the back of our wardrobe because it doesn't actually work for us or our lifestyle, or because we actually already own three just like it. By planning what you actually need (and sticking to that plan!), you will save a small fortune, and keep your wardrobe free of obstacles that hide your favourite pair of shoes.
• Avoid buying 'one hit wonders'. This season's 'hottest trends' are usually extreme takes on one particular style, and if that style isn't you, then it will become next season's 'what was I thinking!?' Focus on items that express your own personal style and you will always look fashionable, because having great personal style is always in fashion.

Reuse

• Find new ways to wear items. For example, could that suit you bought for your daughter's wedding be split up, so you can dress-up your jeans or work pants with the jacket, or dress-down the skirt with a smart t-shirt? (This is a handy idea to keep in the back of your mind when you are shopping for special occasion outfits.)
• Remove the size labels if you wish, but keep the care instructions! Following care instructions can drastically extend the life of garments (and accessories). Washing is generally far more arduous on a garment than being worn, so taking a little extra time and effort here will keep people saying "oh, is that new?" for much longer. Well-cared-for items also maintain a look of high quality, so you can still feel like a million dollars in very reasonably priced outfits, even a couple of years down the track.

Recycle

• Recycling is 'making something new out of something old', and can easily be applied to your wardrobe. Tweaking this or that to bring something up to date or make it fit properly, or completely taking something apart and making it into something else, can be great fun. If you're not handy with a sewing machine yourself, dressmakers can do the hard work for you. Or you can donate garments to crafty people you know to turn into quilts, toys or wearable art.
• Another way of recycling your clothing is to re-sell it to someone new who will love it. Local second-hand boutiques offer sell-on-behalf options, or you can join the TradeMe trend to make back a little of your purchase price. Buying things from these places is a great way of getting fresh items for a fraction of the cost, and feeling good about giving something a new lease on life. If items are a little too out-of-date to sell, then passing them on to a charity is a great idea, but please note, there is a big difference between charity and rubbish. If something is really worn out, or you'd feel embarrassed being seen wearing it, save the charity shop volunteer some heartache and put it in the rag collection bins.