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When it comes to continuous mode, it can be difficult to know where to start. With the endless barrage of information, countless new and established brands to research, and a lot of confusing terminology out there, it’s understandable that anyone might feel a little overwhelmed.
With this in mind, each month we’ll focus on brands that know exactly what it means to be a sustainable force for good in today’s fashion. From debunking inaccuracies to advice for aspiring designers and tips for consumers on how to be more friendly to the planet, we remove the noise so you don’t have to.
This month we will get to know Stefania Vaidani, a label that takes a contemporary approach to femininity, with its affordable and memorable designs.
Celebrating fine Italian fashion traditions and culture, Stefania Vaidani creates clothes that work simultaneously without effort and make a statement, and are made to last with sustainable fabrics.
Designer Vaidani was born in Greece to a family of creators and grew up in the suburbs of Athens. In 2018, she graduated from the Marangoni Fashion School in Milan and was immediately recognized for her romantic and feminine women’s clothing.
Her hand-designed label uses vegan leather, organic cotton and other recycled fabrics that make up 99 percent of the collection. All materials used are certified by Oeko-Tex®, meaning the textiles are grown according to strict guidelines, ensuring they are free of harmful chemicals and safe for human use. Each season, Vaidani also partners with nonprofits around the world and offers in-kind support to people in need. If there is old stock that cannot be reused or resold, it goes to women’s charities to avoid burning the deadstock.
We sat down with the designer to find out more about the brand, what he wants to achieve with his label, and what else the industry needs to do in terms of sustainability.
What makes a brand truly sustainable?
“Sustainability should be a 360-degree approach. The production and selection of fabrics that do not use harmful chemicals is the first thing most people think about. For me, it is also important to respect our suppliers and create a good working environment for all our staff Sustainability is a social issue and also the environment.
Courtesy of Stefania Vaidani
“We take great care to treat our community with love – from our staff to our suppliers to our customers. During the lockdown, we sent 100 gifts to our customers as a thank you for being loyal to us and as a way to show that we care and we appreciate their support. So sustainability for me means that every year our earth and the people on it should be in better condition or the same as the previous year.”
How do you manage to run a sustainable business?
“I always ask myself, how do I want to see the world? What can I change to make it happen and help our planet? These questions drive me and the team to constantly find new techniques and ways to become a more responsible fashion brand. answer. I spend a lot of time researching new materials for my collection and am currently looking for banana and bamboo peels for my future designs. I am also researching how I can use waste grape skins from vineyards in Greece to make eco-friendly bio leather – this is something that excites me a lot.
“Being sustainable is not easy, a lot of thought has to go into every decision and this sometimes makes finding profit margins more difficult. For me there is no other choice; sustainability is not a fad or a trend, it’s a way of life. You have to have a vision, set goals that fit, then stay true to yourself and your customers.”
Courtesy of Stefania Vaidani
What do you think needs to change in this industry?
“While we have made great strides, ultimately we need to change the way we consume. We need to think about a better future where we invest in buying less stuff and choosing the things we really like that will last. I am also concerned about the harmful substances used, which not only affect our planet but also our health.
“Sustainability shouldn’t be a trend – it needs to be an integral part of how companies from all industries work to protect our precious planet.”
What is the industry doing right?
“The industry has started using various eco-friendly fabrics lately. We as a brand like to use fabrics that come from recycled plastic bottles, as this helps clean up waste from our oceans. The emergence of companies like Oeko-Tex® , which certifies our fabrics, is very encouraging. important for consumer visibility and trust. Oeko-Tex textiles and fabrics are certified free of harmful chemicals and safe for human use. Organic certification means that textile and fabric products are grown according to strict guidelines and use only petroleum-based fertilizers, pesticides and synthetic products.
Courtesy of Stefania Vaidani
“Also, the rise of vintage clothing rental and resale companies is fantastic to see. With antiques, I feel it’s no longer about buying high-end bags, but finding antiques for your entire wardrobe. Ultimately, we needed to produce more slightly as an industry and extend the shelf life of clothing, which is very important.”
What do you want to personally achieve with your brand, in terms of sustainability?
“We will continue to adapt to changing consumer lifestyles – to focus on better, nothing more, to embrace new technologies and platforms to meet consumers’ growing demands for an eco-friendly future. ‘Buy well, choose less and durable’ is my motto when shopping, I want all aspects of the brand to match this.
“For us, there is always room for improvement, even if we use recycled fabrics. There are always methods of recycling or manipulating these fabrics with a smaller footprint, so that will always be a challenge.”
Courtesy of Stefania Vaidani
What advice would you give to those who want to make their business sustainable?
“Research, research and research. Discover what sustainability means to you and how you want to present your work to the world. Industry is working hard to find new production methods, fabrics and materials, so try to stay in touch with what is being discovered and, before You choose, weigh the pros and cons of your choice.”
What is the smallest change consumers can make to become more environmentally conscious?
“The advice I can give is to try researching the brand before you buy from them. Try to understand their story and if it fits your environmental awareness then you can buy without guilt. Don’t underestimate the power of buyers. I always think my favorite quote by Desmond Tutu: ‘Do your bit of kindness where you are; it’s the small piece of goodness that comes together that rules the world’.”
What are the most common inaccurate “facts” about sustainability that you see promoted?
“Greenwashing is certainly a problem – unfortunately you have to make sure you research properly and don’t take everything for granted. Sustainability is a way of life; you can use recycled fabrics, but if you’re ignoring ethical standards as a business, then it’s not right.’ socially sustainable – you have to make sure it’s a 360 approach.”
Where do you turn when you’re confused about sustainability and need more detail?
“There are many resources available on the internet about sustainability. I try to read as many articles as possible, highlighting all the important information. To be well informed, you have to keep researching and keep reading.
“There is always more you can do or more you can give. The companies that provide our fabric certificates also share very in-depth information with us. We are proud to have this.”
Courtesy of Stefania Vaidani
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