Alber Elbaz’s Groundbreaking Contribution to Sustainable Fashion

Alber Elbaz’s Groundbreaking Contribution to Sustainable Fashion

As we all know, the fast fashion movement has had devastating effects on our environment. But what are high fashion creatives and brands doing to combat that issue? Alber Elbaz’s groundbreaking contribution to sustainable fashion combines the technology and fashion world together to create a truly innovative piece of fabric called ‘AnatoKnit’.

Alber Elbaz, innovator in sustainable fashion

Alber Elbaz – A Fashion Innovator

Alber Elbaz knew he wanted to break into fashion since he was a little boy living in Israel. When he was only 24 years old, he moved to New York City to pursue a career in fashion. Now, Albert Elbaz is a very well-known fashion creative/designer. He has worked with Geoffrey Benne, Guy Laroche, Yves Saint Laurent, Lanvin and many more notable brands.

In 2021, blurring the lines of the tech and fashion world, Alber Elbaz launched his own label, AZ Factory. In collaboration with Richemont, the AZ Factory caters to a whole new generation that cares about the environment and demands sustainable fashion.

Who are these Consumers of Sustainable Fashion?

While the baby boomers and Gen X used to focus more on the function, material and craftsmanship of products, the younger generation is all about ethical consumption. They only want to consume products that do not harm the environment and the people involved in creating the garments.

The development of sustainable fashion involves manufacturing made-to-last products while limiting the amount of wasted material. Sustainable fashion’s goal is to limit harm to the environment by making key changes in our process of consumption.

These young consumers of sustainable fashion aim to place environmental, social and ethical improvements on the fashion industry’s agenda. Alber Elbaz’s AZ Factory caters to these consumers by producing clothing that has limited effects on the environment and showcases it on different types of bodies.

Models wearing AnatoKnit, a sustainable fashion fabric

How Alber Elbaz Blurred the Lines between Fashion and Technology

To launch his AZ Factory label, Alber Elbaz released a 25-minute video featuring the technology that went into creating a groundbreaking piece of fabric called “AnatoKnit.”

Taking women’s concerns of weight gain into account and not being able to fit into their favorite dresses, Elbaz fashioned a fabric that hugs and shapes each curve. The all-inclusive products’ sizes span from XXS to 4XL. The “AnatoKnit” fabric is an ultra-soft and flexible fabric that is developed to sculpt and support the body while allowing comfortable movement.

To make each dress fit like a glove and feel custom-made, Elbaz asked his design team to work like engineers. They delivered by using different quantities of lycra and various tension-techniques to make the dress snug, flattering, and easy to move around in.

Alber Elbaz’s collection also features ‘smart-fabrics’ created in collaboration with Nyalstar – a European yarn lab. This Nylon that can be produced with very little environmental impact and is used by the AZ Factory to create wonderful leisurewear pieces that can be dressed up to go from the gym to a Zoom meeting.

Alber Elbaz has beautifully married technology and fashion to create a truly groundbreaking product that is not only sustainable but also inclusive. I can see this latest trend being followed by many other high fashion brands to cater to the new generation. This ‘super tech to super chic’ brand is the next big thing on the market!

For sustainability ideas, check out my other posts.

 

The RealReal – A Leader in Sustainable Fashion

The RealReal – A Leader in Sustainable Fashion

How a luxury brand made sustainable fashion the latest trend:

Sustainable Fashion

One game changing company that has joined the sustainable fashion movement is The RealReal. This luxury consignment retailer asserts that “the future of fashion is circular.” Through its sustainability initiative, @TheRealReal allows people to sell and buy authenticated second hand luxury goods.

the realreal

What is ‘Circular Fashion?’

Circular fashion refers to designing durable products meant to be used for as long as possible while limiting pollution and waste during the manufacturing process. When they can no longer be used, they are regenerated into new products. 

This design process makes fashion incredibly sustainable and promotes guilt-free consumption. We all may like buying new products but at the same time, we dislike being wasteful. Through its sustainability initiative, The RealReal has made it very easy for consumers to participate in the sustainable fashion movement. 

Rise of The RealReal

The RealReal was founded by Julie Wayne Wright as a small startup. It came into fruition because Julie believed that luxury consumers would jump at an easy and discreet way to unload last season’s looks. It opened a whole new avenue for mainstream shoppers to pick high-end items at a discount.

Now it’s been in business for 10 years and has turned into an authenticated luxury consignment venue, currently valued at over $300 million on the stock exchange.

Homegoods

The RealReal allows people to sell second hand luxury goods from handbags to fine jewelry, designer clothing to home decor and fine art. All available at a fraction of the price and all authenticated.

luxury goods

The excitement of in-store shopping has now also come to The RealReal with seven retail stores across the country. These stores allow people to drop off their consignment and shop the The RealReal’s most coveted pieces. 

With commission structures higher than anywhere else and authentication being the benchmark, this female owned company has made it to the big time.

sustainable fashion the RealReal

How The RealReal Promotes Sustainable Fashion

The RealReal has brought awareness to sustainability in the fashion industry with nearly half of its shoppers citing sustainability as a key motivation to consign. Most consumers are shopping The RealReal as a replacement for fast fashion. 

The RealReal has shown its commitment to sustainability by creating a truly innovative ‘First-Of-Its-Kind’ Sustainability calculator. This calculator measures the total energy (greenhouse gas) and water saved by extending the life of a clothing item instead of creating a similar new piece. This powerful company encourages its consignors and shoppers to extend the life cycle of luxury goods. As a result, people would be less likely to harm the environment since the demand for fast fashion would decrease.

From easily wearable fashion to over-the-top pieces, this sustainable brand has something for everyone. 

Sustainability being a key component of how we choose to shop going forward, there is nothing but an upside to The RealReal.