Issue 12  •  Spring 2013

Naked Fashion: Safia Minney

Written by Annabelle Lawton
Nakedfashion.jpgWith the uproar of eco-friendly products being manufactured and sold around the world, an expected change is happening to a product that many of us are abundantly over accumulating: clothing. “Conscious consumption” is a term making its way into couture and households alike. With the increasing waste of material goods, companies are developing sustainable ways to produce our clothing.

Nakedfashion.jpgWith the uproar of eco-friendly products being manufactured and sold around the world, an expected change is happening to a product that many of us are abundantly over accumulating: clothing. “Conscious consumption” is a term making its way into couture and households alike. With the increasing waste of material goods, companies are developing sustainable ways to produce our clothing.

Safia Minney, creator of People Tree (a fair trade fashion retailer), began her career in the advertising industry. After witnessing the difficulties of marketing “bad,” unsustainable products to consumers, she began processing an alternative production style. Documenting countless experiences, Minney’s book, Naked Fashion reveals the deglamorized side of clothing production and the innovators who are improving it. Her trip to Old Delhi, Indianative to hand sewn, screen-printed, and embroidered productsexposes how impoverished the working conditions are overseas.

Using anecdotes from various writers, designers, editors, musicians, photographers, models, and stylists, Minney combines a myriad of passionate stories that work together to create a strong, well-balanced text. With numerous mentions of her own company and support from English actress Emma Watson, many examples of influential women working toward “soft fashion” are highlighted. Photographical evidence of the complexities within the industry secures the readers empathy and compassion. Minney also receives an abundance of praise that expands her “movement” to all walks of life.

Although the interviewees differ in occupation and some explore topics that stray away from fashion itself, there is a common sought-after goal: to improve the lives of those who cannot improve themselves, and to support those who are making a difference. Minney substantiates the generally unseen destruction that develops within the hushed production of garments as well as the process in which it is being changed. Links and locations of “pioneering brands” are included, encouraging readers to become conscious consumers on their own. Inspiring at best, Naked Fashion successfully embodies the message it is meant to spread.

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