Could the backlash we’ve all been waiting for against mass-produced fashion finally be happening? Plus: the first Ethique EcoLuxe Day

2 Apr

It occurred to me today that there’s an under-current of ‘bespokeness’ rippling around the UK streets. This thought sprang to me as I left my final appointment at Ethique‘s first and fabulous EcoLuxe Day.

savile row fabricsEarlier this week I had been out shopping with The Boy for a proper suit (for him). We scoured every price range from Savile Row to Zara and what struck me was the choice that has now appeared on the high-street. To add to the personal shopping service many high-street shops have been offering for a while, it seems that some now have alterations services as well – and you can even get your own suit personally made to measure from Reiss.  This may partly down to the Mad Men craze that has swept and swept the nation, and left in its wake a load of people wanting to wear properly fitting, quality clothing, but stick with me though…

Back to Ethique (and eventually to the point). The luxury ethical concierge service is now offering relaxed days filled with consultations, talks and ethical lifestyle inspiration. Choose from personalised fashion tips, make-up advice, interiors ideas and plenty more: good, girlie, high-end fun. The event that I attended began at Tibits (a particular favourite of mine, and an EggMag stockist) where I was given a personal itinerary. This took me to The Organic Pharmacy for an efficient and effective make-over, and then to The National Geographic Store for a chat with the sustainable interior designer Elina Grigoriou who opened my eyes to how The Boy and I can maximise the use of our lovely, but really not-very-thought-out living space. Both appointments were genuinely interesting and I came away feeling that becoming a member would make my life a little easier – and a lot more luxurious.

frazer parfumThere are more and more companies now that tailor-make products for your personal style, be they cheap as chips or bucks-a-plenty. And they are on the up. Have a bespoke perfume made to excite your sense of smell at Frazer Parfum, get salads to suit you at Tossed and order your name in a necklace from Tatty Divine. Choose any object and I reckon you’ll be able to find it, somewhere, personalised for you. And, check out any fashion magazine on the news stand. The inspiration for current trends are broader than they’ve ever been. This summer be a boho babe, be pale and interesting or be nuts, angular and bright. You can be whatever you want to be.

tatty devine name necklaceSo. Here lies my proof of a gradual and building backlash against the mass-produced. People maybe still want That Dress but they want to wear it Their Way. Men want suits, but they want it tweaked to fit their individual style. Some wish to join a concierge service, like Ethique, in order to customise their life.

Maybe it’s because the public are no longer fooled by simple ‘buy this’ advertising. Maybe it’s inspired by the wonderful vintage trend that’s coloured everything from fashion to architecture over our recent years. Maybe it’s down to the recession, which highlighted the importance of buying quality products that last. I’m not saying Primark is dead (although I wish it were) and I’m not saying tailoring is the future (although that would be nice, if a little pricey) I am saying that people, now, like to be unique.

Nice, I say. And about time.

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One Response to “Could the backlash we’ve all been waiting for against mass-produced fashion finally be happening? Plus: the first Ethique EcoLuxe Day”

  1. Nadine Taylor April 2, 2011 at 9:51 pm #

    Great review.

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