Vegan fashion was a hot topic in 2020 and it will remain so for 2021. But what exactly is it and how do you know where to buy vegan or sustainable? L'Officiel explains it and tips the most beautiful brands of the moment with ethical practices.

What is it?

The fashion world is juggling terms and concepts like sustainability and vegan, but what exactly is it to make sure we&#39;re talking about the same thing? Vegan fashion&nbsp;is about products that do not contain any animal materials and no animal additives have been used during the entire production process. Vegan garment does not look different, because the difference is especially noticeable in the production process. Except for leather, vegan leather is not real leather and therefore feels, smells and looks different. And yet there are brands where you hardly notice the difference between a vegan and a real leather handbag. Our choice would be easy. Before we debunk all the other vegan fashion myths, these are two terms you should know.

Greenwashing is a term used to indicate that companies or organizations appear to be more sustainable or &#39;greener&#39; than they actually are. Living more sustainably and green is hot, so give people the idea that your product or service helps them with that and it is a breeze.

Greenhushing is a counterbalance to the great greenwashing wave and points to the recent phenomenon in which brands and designers keep their &#39;green&#39; efforts still. Presumably for fear of criticism of all their other non-green practices. Fashion that therefore keeps its best sides secret: it is modest, but also counterproductive.

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When do you know if a garment or accessory is vegan?

Some brands use the PETA-Approved Vegan quality mark to demonstrate that their clothing is vegan. But sometimes it is not possible to make every piece in a collection vegan. The following materials are avoided in production when a brand wants to be vegan: wool (from sheep&#39;s fur), leather (animal hides), suede (inside leather), silk (caterpillar silk thread) and fur (tanned animal fur).

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Where can you buy vegan fashion, clothing and accessories?

You can shop vegan fashion online by using that search term to browse through countless international web shops, but nowadays a number of renowned brands are really known for their vegan DNA. Here&#39;s a list of our favorite vegan fashion brands.

Veja sneakers

Veja is a French shoe brand known for its vegan sneakers made from organic cotton, fair trade rubber, and vegetable tanned leather. What makes Veja shoes unique is that they have a fair trade production in Brazil. All materials of the shoes are as durable as possible.

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Nanushka

For the&nbsp;pre-fall 2020 womenswear collection Nanushka everything is made with vegan leather jackets in flowing pleated skirts. We see a patchwork of upcycled vegan leather on straight legs, mini skirts and the iconic Hide puffer jacket. Stylish &amp; sustainable in one!

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Natan

In 2020 the brand introduced a new, organic, plant-based and environmentally friendly cactus leather and even incorporated it into their couture collection. Natan has made it their responsibility to contribute to the reversal of fast fashion and to evolve into a fully sustainable brand.

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Stella McCartney

Stella McCartney is a pioneer in sustainability and vegan leather. For example, the knitwear is made from redesigned cashmere, they believe that fashion can be luxurious without using leather or fur, and they are exploring completely new ways to create silk.

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AMAR&Eacute;

AMAR&Eacute; is an Antwerp, cruelty-free fashion brand that consists of items that are handmade in Italy with the most innovative plant-based materials. In addition, the brand adds subtle accents to their minimalist designs with natural diamonds and gemstones. These accents include cute animal head logos that focus on the label&#39;s mission. The brand thus also combines the ethical nature of vegan leather with the luxury of precious stones.

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Reformation

The American brand Reformation from California uses the most environmentally friendly and social technologies to make fair clothing. Everything is made in their studio in Los Angeles. They strive for 100% living wages for their employees.

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Arket

Arket is very transparent about the production of their clothing. For example, you can fill in online where you want your garment to be made and that way you can learn more about the working conditions.

Vegan and sustainable fashion: all myths unraveled + tips for shopping

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