’Tis the season to celebrate – and you can do it in spectacular fashion without buying anything new.
Photo: Katia Banks
When Audrey Hepburn said, “Life is a party. Dress for it,” she probably didn’t envision an era when the party dress was as disposable as a sandwich. And now that December is upon us, the notorious celebration season officially begins. I have plenty of old party dresses that carry incredible memories and which I will wear for the rest of my life. And I am sure this is true for most of you. So why do we keep buying new ones? With what we know about fashion today – its huge environmental impact, direct links with the oil industry (in the case of synthetic fibers or polyester, which are used for most cheap party dresses), and slave labor – surely, we need to have a serious conversation about it all. As my friend George Harding-Rolls, campaign manager at Changing Markets Foundation, says, “A lot of individual action on climate requires extra time, effort, or money – for example, taking the train instead of flying, buying an electric car, or eating locally and seasonally. Much of this is because our systems currently aren’t set up to encourage sustainable behavior. But with fashion, it’s actually very simple. Just stop buying. Wear what you already have, and repair it when needed. It’s not complicated, it will save you money, and it helps to break the cycle of overproduction and overconsumption.” Could we therefore announce this December as the inaugural season of The RRA (the rental, repair, and alteration) trend?
Livia wearing her 21st birthday dress at the Toronto International Film Festival (left), before going on to use the same outfit’s bottom half with the top half of her 18th birthday dress for the London premiere of The King’s Speech (right)
I have been using my wonderful seamstress Ms Minetti for years. Together we have done lots of Green Carpet Challenge outfits that I wore on the biggest red carpets around the world – and that I keep wearing. If one dress doesn’t fit anymore, I alter it, change it, redesign it. Once, I even took two old party dresses (one from my 18th birthday and one from my 21st) and used the top half of one and the bottom half of the other to create a whole new dress. The seamstress (or the tailor) should be our hero figure in fashion. And if you don’t have one, there are companies like Prive Atelier (Priveatelier.ae) that provide such services. Meanwhile many brands have started offering in-store tailoring or alterations as well as repairs and customization. I am a huge fan of Ganni, the B Corp-certified luxury brand whose free and on-demand tailoring service repairs and readjusts to ensure your pieces not only fit to perfection, but you can love them and wear them for years to come. The cool Italian sneakers label Golden Goose just opened its Forward Store in The Mall of The Emirates to “co-action” (as the brand calls it) a responsible future with its customers. This innovative idea revolves around the four pillars of repair, remake, resell, and recycle. Through the Forward Store, Golden Goose is the first one ever to repair sneakers from all brands. “For more than 20 years, Golden Goose has been committed to promote its handmade and artisanal tradition and to support the people behind these magnificent crafts, from the artisans to the tailors, to small local artists,” says Silvio Campara, Golden Goose CEO. “The co-action between Golden Goose’s cobblers and clients will become a key element to this mission. From sustainability to responsibility. From co-creation to co-action.” There are also plenty of companies nowadays, like The Restory in the UK, which will bring your old party accessories back to life. Last year I gave them my Roger Vivier silver sandals as well as Prada gold wedges – both of which I have had for more than 10 years – and they were returned as new.
Golden Goose, which just opened its Forward Store in The Dubai Mall, is the first one ever to repair sneakers from all brands
If you find yourself in that odd situation where you really need one dress for just one occasion, rental is your best option. If we look around the region, the trend is blooming. Designer-24, founded in Dubai, is Mena’s first fashion technology rental platform that introduces global luxury brands to the sharing economy. “We rent out thousands of designer dresses and luxury fashion items for a fraction of retail prices,” says founder Roupen Karageuzian. It meets the region’s high demand for dresses, while leveraging the rich regional luxury supply, and allowing women to easily explore the fashion industry, rent, and rent out their own pieces as well.” Karageuzian continues, “Over the years, we have noticed changes in consumer behavioral patterns. More and more, people embrace the second-hand and sharing economy models and renting is increasingly becoming a trendy way to consume. In this Instagram era, with users routinely posting pictures of their numerous outfits, renting has developed into an economical solution to showcase a fresh masterpiece every time and remain on-trend.” I remember starting my journey in sustainable fashion with a quote by Ali Hewson, which has become the mantra in my life: “We carry the story of the people who make our clothes around with us.” May the party dress in your closet do the same and may you wear it with pride.
Originally published in the December 2022 issue of Vogue Arabia
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