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In a time of social distancing, masks have become the must-have accessory, so it wasn’t long before they became available in a myriad of shapes and styles.

The rise of the mask was anticipated by visionary designer Marine Serre when she launched her apocalyptic collection at the start of the year. Now, designers and brands from all over the world are following suite to create their own versions of the newest face accessory.

Smallable has created a collection of 100% cotton masks that are washable and reusable. They have been developed in partnership with a French textile manufacturer and are jointly aimed at helping the community by donating 3€ of each sale to an association that supports healthcare workers, funds research projects and helps the most vulnerable.

© Eckhaus Latta SS21

In light of the pandemic, a surge of solidarity has swept across the fashion sphere. More than ever before, brands are committing to the causes that are close to their hearts, following in the example of the young activists and volunteers that are flying the flag for generations Y and Z.
 
The latest examples to date: Lacoste have donated 100% of their revenue from the exclusive “L.12.12 Polo Merci” collection to the American Red Cross while Suprême and the designer Takashi Murakami have raised more than $1 million for Americans with nowhere to live during the pandemic.

L.12.12 Polo Merci par Lacoste

The digitalization of fashion, which began as an effort to raise environmental awareness, has reached its peak with COVID-19.

On Instagram, clothes are being worn by digital influencers like Imma and Lil Miquela while “real” models are wearing virtual clothes from brands such as The Fabricant or Nike.

Creativity is moving from the physical to the digital and offering brands new opportunities and ways to effectively connect with emerging generations.

Virtual Dress - The Fabricant

Fashion Weeks have also had to get creative in light of the COVID-19 crisis. In a move that is turning the virtual into a new normal, French Fashion Houses have been presenting their collections for the 2021 spring-summer season in the form of films and catwalks have been taking place under closed doors
 
Marine Serre created a dystopian short film to honor her new collection, Balenciaga staged a walk in a deserted Paris, Moschino used a collection of puppets as models, and Balmain replaced its audience with screens. Animal Crossing, a video game that became increasingly popular during the first lockdown, was taken over by designers who organised their own fashion shows on the virtual island.

“Sustainable” has been the word on everyone’s lips for the last few seasons. Recycled, upcycled, organic and biodegradable materials have undergone a revival in order to disassociate themselves from their typically natural shades to make room for brighter colours that are shedding some optimism on an otherwise bleak situation.
 
Unisex clothing is also becoming more prevalent among designer’s collections, in an attempt to simplify wardrobes, reduce the number of purchases and minimise the environmental impact of the fashion industry.
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Sustainable Collection Balenciaga SS21

As for premium labels, the DNVM – internet born brands – and young designers are amplifying their environmental initiatives in order to meet the growing demand of millennials who are choosing to buy responsibly. 

From recycled materials, to organic cotton, wood from eco-managed forests and vegetable tanning and dyeing... these are just some of the approaches being adopted by the brands that are listed under Smallable’s “Greenable” label which aims to put the spotlight on sustainable fashion and design.
 
Mara Hoffman Available on Smallable

In the spirit of sustainability, brands are also challenging the notion of ownership. Rent the Runway, ThredUp, The Real Real and Depop are offering consumers the opportunity to rent items in a movement that counteracts the temporality of fast fashion. They also aim to transform the somewhat pejorative notions of “pre-used” and “second-hand” into a positive force.

Meanwhile, the number of people choosing to buy second-hand clothing is continuing to increase and redefine consumer behaviour.


The Kit

The same dynamism is being seen in children’s fashion too, guided by a new wave of brands that want to ensure a healthy future for generations to come. Stella McCartney Kids is leading the way as the forerunner with eco-responsible garments in fun prints, followed by other labels such as The Animal Observatory or Mini Rodini - available on Smallable – that are dressing children with a clear conscience.

Stella McCartney Kids Available on Smallable

Change is also in motion for activewear, prompted by the awareness that ecosystems are threatened by the plastic microfibres often contained in these garments. The sports field is being revitalised thanks to environmentally conscious brands that are replacing nylon, acrylic and polyester with less pollutive materials. 

Innovative materials and new 3D printing methods are becoming the Holy Grail of activewear. Brands such as Nike and the Girlfriend Collective have already begun using factory waste and recyled plastic bottles to create their collections.

Girlfriend Collective Available on Smallable

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