Green is the new fashion

Zara – the champion of fast fashion, is taking notice of many shoppers’ slowly but steadily developing buying habits. Recently, the trend powerhouse debuted its first sustainable collection entitled #JoinLife, which, according to its website, “embraces a woman who looks into a more sustainable future.”

The #JoinLife collection is committed to “clothing that respects the environment,” which it maintains through the production of that line and the suppliers it uses, right down to the recycled boxes it uses to ship its clothing, and through its eco-friendly stores. The website reports that 50 percent of Zara’s retail locations are currently eco-efficient. Making its efforts even more visible to consumers, Zara encourages shoppers to bring unwanted clothing into its storefronts to be recycled which is another move plucked right from H&M’s playbook. Regardless, the intentions are admirable, as are the very real steps to make sustainability a core part of the business, to affect “sustainable development, economic growth, social inclusion and environmental protection”.

The #JoinLife lineup includes a lot of the trends of the season you’d expect from Zara (stylish denim, ruffled tops, expensive-looking outerwear, and sleeve details galore) at a similar price point to the usual offering. So what’s the difference? According to the brand, the items are made from more sustainable materials (organic cotton, recycled wool, and Tencel, a material that’s become a go-to for brands like Reformation that are trying to minimize their environmental impact).

While the goals are certainly lofty, the practices already in place are promising, and the first sustainable collection is the proof. A look through the lineup and you’ll feel good about picking up any of these pieces — and perhaps recycling your old stuff the next time to pop into Zara, too. We are excited to see the retailer direct its attention toward being more eco-minded (especially with clothes that look this good).