With growing concerns regarding conventional fashion, ethical fashion is becoming more and more popular. Jaida Hay is one of the retailers that have decided to prove that eco friendly garments can indeed be fashionable. The Jaida Hay spring/summer 2020 collection is titled “Less Is More” and brings a myriad of uber versatile garments with a fairly subtle Victorian allure. The timeless allure of the new season pieces is perhaps the most convincing argument for the new collection. With endless possible combinations, the minimalistic pieces can certainly become wardrobe essentials for more than one season.
Though sporty luxe aesthetics is the niche Jaida Hay aims for, the new Jaida Hay collection for spring/summer 2020 brings plenty of elegant ensembles made using sustainable fabrics such as organic cotton, organic merino wool or Cupro and Italian silk. All the Jaida Hay clothing is manufactured in the United Kingdom. The muted tones used in the new collection aren’t just a practical choice. The designer envisioned a world of austerity and restraint, with a vision of a simple life. Simple doesn’t mean simplistic, however, as all the new pieces displayed have enough contrast which instantly impresses.
The concept of timelessness is extremely important for the Jaida Hay label as is keeping production in the UK. It’s easy to understand how the manufacture of classic pieces fits in the eco friendly style picture especially when contrasted with the fast fashion practices. The garments are also long lasting, so the new pieces bring plenty of value in one’s wardrobe.
As for her decision to manufacture clothing in the UK, the designer cites two important reasons: “I believe it’s important to keep production with in the UK for two reasons. Firstly, we have an incredibly skilled, aging workforce that we need to learn from and continue to pass their invaluable knowledge down to younger generations before it’s lost. Secondly, I believe in using local talents and aiding the society in which we live.”(ecouttere.com). Social justice is other important value for the label.
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