In an era of global environmental challenges, leading fashion brands and designers are adopting a responsible approach to the production of their products. Sustainability, ethics and conscious consumption are becoming the new rules of the game. Let's take a look at the most high-profile sustainable initiatives in the world of fashion and beauty.

Stella McCartney is a pioneer of eco-fashion who has completely eliminated the use of fur, leather, feathers in his collections. Instead, the designer creates innovative materials from recycled plastic, wood fibers and even mushrooms!
Artisanal luxury by Maiyet. This brand works with local artisans from different countries to help preserve unique cultural traditions and handmade skills.
Tom Ford's Plastic Innovation Prize is an innovative initiative by American designer Tom Ford to create alternatives to plastic. The competition, with a prize fund of over 1.2 million dollars, is designed to stimulate the development of biodegradable substitutes for thin-film plastic. Eight finalists from countries ranging from Canada to Kenya are proposing innovative solutions based on materials like spider silk and algae.

Tom Ford Plastic Innovation Prize: Finalist Announcement

Премия Тома Форда за инновации в области пластика: объявление финалистов

In recent years, leading beauty giants one by one have been moving towards ethical business practices. For example, NYX Cosmetics has completely phased out animal ingredients in their decorative cosmetics. Iconic London is a popular British brand with premium luxury vegan cosmetics. In addition to the ethical formula, the products are packaged in eco-friendly paper containers.&nbsp;

Matt &amp; Nat from Montreal present stylish bags, wallets and accessories made from eco-recycled materials: rubber, cork, nylon and others. Svnr's eco-bags and jewelry are made in Barcelona from recycled fishing nets, wood and other recycled materials.
Supermodel and activist Amber Valletta has collaborated with <a href="https://www.lofficielbaltic.com/en/fashion/amber-valletta-on-the-new-karl-lagerfeld-collection-sustainable-fashion-can-be-lu">KARL LAGERFELD</a> for the fourth time to create a collection of elegant and eco-friendly bags. This collection utilizes the innovative material MIRUM&reg;, a vegan alternative to leather that is free of plastic and fossil fuels. MIRUM&reg; is fully biodegradable and can be recycled to create new products, making it one of the most promising materials in the sustainable fashion industry.

Brands like Patagonia, &amp; Other Stories, and Levi's have launched popular Trade-in and Re/Sale programs to exchange old items for new ones at a discount. This allows you to give items of clothing a second life.
Renting instead of buying has become the new trend. Renting a closet is a convenient and eco-friendly way to update looks without creating unnecessary trash. The largest services are RentTheRunway, ByRotation, and MyGarmentry.

Many companies implement the principles of Zero Waste Production - zero-waste production. For example, H&amp;M uses technology to recycle textile waste into new raw materials. Girlfriend Collective creates activewear from recycled plastic bottles, saving millions of liters of water.

The fashion industry is undergoing a crucial transformation towards environmental and social responsibility. From innovative materials and vegan cosmetics to global initiatives to combat plastic pollution, the fashion world is actively seeking paths to a sustainable future.

Green fashion: eco-friendly brands and initiatives worth noting

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