Our love for fashion and shopping habits can have a big impact on the environment. From high street stores putting ethical practices as their priority to the vegan loving brands selling suitable collections proving being planet loving does not change fashion.
The brand who is joining the fashion game-changers is AMUR. AMUR is actually an acronym for A Mindful Use Of Resources and goes by the saying ‘mindful living will always be in style.’
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Better together. The Mary Bustier & Mila Skirt. Coming soon. 💛 #amur #inamured
It is New York-based and was founded upon the belief that being stylish does not need to come at the expense of the environment. The brand focus is on fabrications, they use natural, (organic cotton, silk, linen, and hemp), cellulosic (cupto and tencel), and regenerated (waste material spun into fibre) which minimise environmental impact.
In an interview with NYLON, founder Sofia Shannon explained that AMUR was borne from a desire to begin making choices throughout her entire lifestyle, from beauty and fashion to food and beyond.
She explained: “I came to a point where I learned that fashion is the second most contaminating industry in the world, and I had to make a change. I felt it was necessary to do things in a different, better way,”
“It’s important because I also love nature. To me, nature is the ultimate luxury. There is nothing I enjoy more than relaxing at the beach, swimming in a lake, or hiking in the mountains. Why wouldn’t I want to preserve the environment?”
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Be the best dressed in any room in the Kyla Gown #resort19 📷 @aglamlifestyle
The collections are centred around pieces that are in the middle of modern and feminine. The SS19 collection is filled with statement pieces with lots of ruched blouses, off the shoulder tops and tiered maxi skirts. The materials used to fit into modern urban lifestyle with vivid prints, sharp tailoring and some feminine.
