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She’s a classic heroine. The ingenue perched on the hills, high above the lake, bathed in sunlight, and draped in shades of turmeric, tangerine, scarlet and crimson. Yet, this prima donna of a Fellini-type romance, is tuned in to a new world and she’s wearing her responsibility. She wants to make choices, in life and style, that are helping to commit to a sustainable future.
For her, it is not enough to simply buy into fashion trends anymore. She wants her fashion to come by way of a renewable future. Less consumables! Less water wastage! Less landfill! Less emissions! The fast and furious world of style is changing for the better.
It’s widely reported that nearly 92 million tonnes of textile waste globally ends up in landfill each year. When creating fashion and accessories from non-renewable sources commodities like water, petroleum and fibres are put under immense pressure, then often relegated to a high proportion of wastage. In turn, these actions damage fragile ecosystems and pollutants multiply as a result. Not only do industry leaders have an urgency to review practices but so too do consumers.
In 2019 GUESS released their third sustainability report. A ecologically-focused report that pledged the company would continue responsible practice in the area of water usage and sustainable material sourcing. They also agreed that by this year, 25 percent of denim and apparel would meet their SMART GUESS guidelines.
This capsule collection, given the moniker SMART GUESS, is cleverly vetted by ecological technologies. The pieces of the collection are formed using sustainable neo-fibres and existing upcycled materials. Many of the fashion pieces are made in conjunction with brands like Repreve, a future-focused company that successfully repurposes billions of discarded plastic bottles, while the link-and-charm jewellery collection is crafted from upcycled stainless steel.
The collection is enticing, even before its ecological viability. The monochromatic baby pink sweat-and-skirt set is a great way to buy into the athleisure trend. Meanwhile, there's a flirty romance to the crimson red, point-polkadot chemise and the tangerine disco jumpsuit with a neckline of ruffles, making it the perfect party piece. Looking for something more minimalist? Then check out the coral mini dress or the sophisticated multi cut-out blouse paired with taffy-pink Bermuda shorts.
The showstopper, however, is the GUESS little red dress. A mini cut to sultry levels with its ruched, puffed sleeves, it stands out against the Italian backdrop. The pungent hues of this red-scale collection forge a sublime contrast to the terracottas and viney greens of Villa Fogazzaro Roi.
This GUESS sustainability arm is a champion of what fashion of the future could be. Supremely styled pieces that wear well and look good. Fashion that doesn't relinquish trend nor quality and harbours genuine sensibility for a conscious new world.
We have a responsibility to rewrite our fashion character. A humanitarian, an eco-warrior, a conscious consumer. A SMART responsibility that makes la dolce vita, or "the sweet life", just that little bit sweeter.