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Brave New World

Fashion on a mission to change the world for the better

From a living dress to material made from fruit packaging waste, the clothes we shot for the GBB ZERO fashion story speak volumes about fashion’s potential for change.

GBB ZERO Fashion


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GBB ZERO Fashion

Green chandelier earrings and green ring by Anabela Chan Living dress (in background) made of moss by Lydia Hardcastle, a recent graduate from Central Saint Martins. @lydiahardcastleart

Photography by Dan Hack. Fashion direction by Nicole Smallwood. Makeup by Adam De Cruz at One Represents using Hourglass and Fenty Beauty. Art Direction by Fleur Harding. Set design by Tanja Widing. Model: Nayara @ Established

GBB ZERO Fashion

Bethany Williams white dress and navy corset: ‘The dress is made from deadstock tulle and screen printed at female-led Orto Print Studio using specialist non-toxic inks. The corset was made in collaboration with Rosie Evans using cutoffs and digitally printed merino wool with non-toxic fixing agents. Rosie has replaced the traditional boning in the corset with a material made out of fruit packaging waste. Twenty per cent of the profits from sales of these garments will go to The Magpie Project, a grass roots organisation supporting mums and under-fives in temporary accommodation.’

Tricker’s boots: ‘Entirely made in Northampton, using components sourced in the county where possible.’

Set: Silk parachute

GBB ZERO Fashion

Stella McCartney turtleneck, houndstooth shirt, jacket and blue thigh-high boots: ‘As industry leaders, we endeavour to create the most cutting-edge materials and animal alternatives, continuing to push towards circularity and being fully transparent by developing tools to measure and report our impact.’

House of SheldonHall green gown via My Wardrobe HQ: ‘MWHQ is a social shopping platform where you can rent or buy pre-loved clothing, meaning it’s part of a circular economy.’

Vivienne Westwood plaid boots: ‘Made with 100 per cent virgin wool tartan.’

Set: ‘Image projected onto background taken by the photographer on a previous trip to Morocco.

SKIIM Paris red trousers, red shirt and leopard print boots: ‘Creative Director Caroline Sciamma-Massenet sourced every component emphasis on craftsmanship, zero waste and as little environmental impact as possible.’

Set: ‘Greenery as before, green fabric reused from Stylist’s prop wardrobe.’

Vivienne Westwood plaid skirt, green shirt, green check coat and silver platforms: ‘For these pieces, mulesing free wool and 100 per cent organic poplin have been used.’

Set: ‘Some greenery came from the art director’s garden, the rest was donated by a local florist.’

Phoebe English white coat: ‘All products are made in London, meaning we can take public transport to deliver and collect them from the factory.

We use British fabric or British finished fabrics wherever possible. We reuse our “waste” which is returned to us as off-cuts and then put back into the next collection.’

Organic Basics bra and pants: ‘We pick every fabric based on its environmental footprint and lifetime durability. That means natural, renewable, recycled, biodegradable and/or low-impact textiles only.’

Dr Martens boots: ‘Our current sustainability strategy spans five pillars: design responsibly, produce responsibly, sell responsibly, treat people responsibly and do more for our communities.’

Set: ’Half the fabrics come from markets. The other half are scraps from a fabric pattern printing company. A few pieces were dyed in coffee and tea to create different shades before having one of the photographer’s images from Morocco projected onto it. The second-hand parachute silk on the floor was bought on Facebook Marketplace.’

Mother of Pearl jeans, shirt and coat: ‘We have traced these products back to the raw materials and know they are environmentally and socially responsible from their seed or birth.’

Rothy’s shoes: ‘We use single-use plastic water bottles and we use ocean-bound marine plastic to knit our bags and accessories.’

Set: ‘Carpets are leftover pieces. They have been hand stitched together and will be reused.’

GBB ZERO Fashion

Lydia Hardcastle dress: ‘All the materials used for this piece are either recycled, used on previous projects or foraged from the countryside where I live.

The moss will be taken back to the original environment to continue to grow once the shoot is over. The idea is not only that it’s decomposable but that it’s a piece which will continue growing after the shoot.’ @lydiahardcastleart

Mulberry bag: ‘The leather was sourced from our partner tannery in Germany, which is a member of the Leather Working Group with a Gold Standard rating. It was then made at Mulberry’s carbon neutral Somerset factories.’

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