STARFISH advocates mindful attitude to fashion

3 April 2013

STARFISH advocates mindful attitude to fashion at Wellington Fashion Week

Wellington designer STARFISH will be aiming to convert followers of fashion to the STARFISH way of thinking as Wellington Fashion Week kicks off today.

Founder and Designer Laurie Foon says that she can understand the appeal of low prices and fast-turning trends in the fashion industry, but questions the real cost.

“Little thought is given to what conditions things are made in and what they’re made out of. How quickly is today’s fashion ending up in the landfill due to poor quality and fabric choice, and often not biodegrading?”

STARFISH will be promoting New Materialism at Wellington Fashion Week, which celebrates a mindful and responsible attitude to fashion.

“New Materialism is more than just a strapline,” says Foon. “For us it represents what we have always believed and followed at STARFISH. We love to have and create beautiful clothes, but we also care about how they’re made, where they’re made and what they’re made of.”

Foon says New Zealand consumers need to consider the true cost of throwaway fashion and demand more from our fashion industry. “My advice? Buy less, buy well, buy local.”

While Foon calls on the wider fashion industry to step up to a more sustainable future, she acknowledges that the power to change things lies with consumers.

“New Materialism is not about going without material things, but about refocusing our attention on the qualities of things that make them truly beautiful. It’s about celebrating the interconnectedness of things with people, the community, and the environment with the ultimate aim of adding positive lasting value through the creative act of producing something beautiful.”

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