5 | Can you tell us something more about your Yellow Like A Lemon project and the four Ss of sustainable fashion?
I created the #YellowLikeALemon project to raise awareness of sustainable fashion in an innovative way. This was early 2019. To me, most efforts to communicate the importance of making the fashion industry shift to more sustainable production practices as well as consumers be more aware, were a bit boring. Moreover, sustainable fashion seemed to be solely linked to minimalistic or simplistic concepts, to wearing very plane/ subtle colors, etc. It seemed like one had to give up color/luxury to be sustainable.
#YellowLikeALemon started as a challenge to demonstrate that sustainable fashion isn't “boring, plain, or simple” and show that it can be fun, colorful and luxurious. I started during Paris Fashion Week, so I was not only doing a fashion statement but a sustainable one; I was showing the industry how I was able to find all sustainable yellow outfits for the whole week and being able to adapt to every dress code. To show how we can all make an effort and make more sustainable choices.
I created the four S’s of sustainable fashion: Simplify, Sustainably Made, Secondary Market, Share (or rent). So that people could understand that sustainability is much easier than one thinks. Based on these 4 pillars, one can still be fashionable but sustainable as well.