The fashion industry is at a pivotal crossroads, and women leaders are stepping up to redefine what it means to create and consume responsibly. For decades, trends have fuelled the evolution of style, reflecting the spirit of each era and exciting generations of creatives.

But as micro-trends tied to fast fashion dominate the market, they’ve sparked overconsumption and devastating environmental consequences. Now, a new wave of innovation, driven in large part by women entrepreneurs and designers, is challenging these norms and setting a course toward sustainability.

Fast fashion has long banked on the appeal of affordability, particularly during times of economic strain, like today’s cost-of-living crisis. Synthetic materials, mass production, and fleeting designs have enabled brands to deliver low-cost options.

Yet, the hidden cost is staggering: disposable clothing that barely survives a few wears clogs landfills and exacerbates environmental degradation.

Amid this, a shift is emerging—one championed largely by forward-thinking women in business and leadership. Consumers, especially Gen Z, are increasingly choosing values over volume, favoring brands that prioritize sustainability.

Women designers and entrepreneurs are at the forefront, crafting slow fashion movements and advocating for transparency, ethical manufacturing, and long-lasting designs.

Recent data underscores this momentum.

A 2023 NielsenIQ study revealed that nearly two-thirds (61%) of UK consumers value sustainability more than they did two years ago, while 76% demand that companies take meaningful steps to reduce their environmental impact.

Panelle’s own Yoyi Clark interviewed London-based sustainable fashion designers Isabella Vrana, owner of the brand that shares her name, as well as Kath Crawford and Rosa Rist, co-founders of slow fashion brand K&R London.

These women are working to revolutionize the industry. They are proving that fashion can be both beautiful and mindful.

Through their innovative approaches, these leaders emphasize the importance of incorporating sustainability into every aspect of their work, from design to production. Their commitment not only resonates with eco-conscious consumers but also sets a powerful example for future generations of women in business.

The expansion of climate change and growing awareness around sustainability are catalyzing this change. While eco-friendly fashion may require higher upfront investments, the durability and quality of sustainable pieces make them a smarter, longer-term choice.

Women-led businesses in this space aren’t just transforming wardrobes—they’re influencing mindsets and demonstrating how leadership can drive meaningful change.

As the conversation around sustainable fashion continues to grow, it’s clear that women in business and leadership are key players in reshaping the future of this industry. Their commitment to ethical practices and innovative solutions provides a model for what’s possible when purpose meets creativity.

Asides from curating her own designs, Isabella regularly sells second-hand pieces from her online Depop shop and London showroom. Having earnt herself a large cult following on social media, Isabella encourages individuals to buy from sustainable fashion brands, promoting the benefits of buying second-hand clothing.  

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Asking Isabella about the importance of sustainability and staying ethically minded when it comes to her designing and manufacturing process, she replied,

"It’s super important. I always say that manufacturing new things is always going to be inherently unsustainable so, it's about trying to reduce the impact on the environment as much as possible. We do this through producing locally. All our designs are made in London, and we source fabric locally as well. Using deadstock fabric, when possible, we do limited runs to ensure nothing goes to waste. We use deadstock fabric that comes straight from the nineties, which is the era that inspires our work. So, it shows that there are bonuses that come with creating sustainably and keeping to our roots."

Yoyi asked Isabella about her thoughts concerning micro trends and how she promotes clothing that is made to last.  

"You can be sustainable in terms of how you reduce your carbon footprint, including where you produce and get your fabric, but sustainability also involves thinking about the clothes in people's wardrobe.

"All our designs are non-seasonal. They don't belong to a certain year. We’ve been producing some of our best sellers for three-five years. We reject the idea of micro trends completely and don't align ourselves with fast fashion. My brand is all about wardrobe essentials and building on a collection of my pieces in your wardrobe, so everything goes together and hopefully stays in people’s wardrobes for a long time. The idea is to allow you to wear these items again and again as the new pieces go together with the old. That's the core concept of my collection."

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Individuality is a key factor that distinguishes one brand from another, allowing consumers to recognise brands from their unique designs. With so many labels focusing on keeping up with ever-changing trends however, it has become harder than ever to identify a brand’s specific aesthetic or identity.  

Touching on this, Isabella mentioned how,

"In an age when there are a lot of brands and a lot of people making clothes, it’s so important to have an aesthetic and a vision to guide both you and your designers. Ultimately that’s what makes it fulfilling for me as a designer."

"Whilst micro trends seem to be the norm, we've seen a huge increase in interest of second- hand and vintage. Through apps like Depop, Vinted and Tilt, people are engaging in shopping second-hand. Many appreciate the cost difference, but also the longevity and the individuality aspect of it as well. There's been a big emergence of independent sustainably or ethically minded brands that are doing well so, I’m feeling positive about the future for sustainable fashion."  

Offering advice about how sustainable labels can thrive amongst fast fashion, Isabella spoke about how own brand’s journey.  

"The thing that has worked best for me has been to only put out stuff that I really like. Being guided by my own personal taste has worked out well for me so, I would say to others, don't design with what's trending in mind. I would be guided by what feels authentic to you and what you genuinely like. Trust your vision."

Speaking to Kath and Rosa, they mentioned how, like Isabella, their insight into the fashion industry began by selling second-hand and vintage on Depop.  

After noticing a high demand for trousers and concerns from buyers regarding second-hand trousers not always fitting perfectly, the two set to making the pair of perfect jeans. K&R London is well-known for its wide leg jeans in various designs and colours with a distinctive buckle back feature.

"We wanted to make a pair of jeans that were inspired by everything we knew people would want in a pair of jeans, whilst making it slow and ethical."

Per-orders are a key part of how their brand operations, with customers having to wait up to five weeks for items to be completed outside of website drops.  

"We often think that if someone buys a pair of jeans knowing that they've got to wait five weeks for them, then they've made a conscious decision about purchasing that pair of jeans and thought about how much they want the item of clothing. With clothing that’s available to buy straight away, however, you buy it quickly without thinking about it. You get the item the next day and try it on, maybe even end up returning it.

I think that investing in pieces that are made slower is always a positive and environmentally conscious decision."

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"Our focus point is trousers. I think trousers are less prone to micro trends as opposed to tops. Our jeans, the slouch for instance, are a completely timeless trouser. They pair well with any top and I don't think anyone's ever going to get bored of wearing that wide leg fit. We like to think that our jeans are timeless styles that will last forever because people will always want to wear them."

Discussing the manufacturing process of K&R London and their dedication to sustainable production, Kath and Rosa explained,  

"All our designs go through months and months, sometimes even up to a year of design process because we want to get them perfect and because otherwise that's not sustainable. If an item isn’t the best that it can be, then it's not going to have the longest life possible.’

Our fabric doesn’t always come instantly, and items sell out quickly in our small runs. But that's just part of the brand. We're never left with loads and loads of deadstock, which, [from an eco-conscious viewpoint] is very positive."

Talking about the future for sustainable fashion, Kath and Rosa shared their insights.

"I hope that everyone will move towards sustainable fashion, but then we’re so accustomed to buying cheap clothes, that sustainable and ethically made clothes often seem expensive. To people that don't have that disposable income, I think that sustainable fashion might be less accessible, but it's something that will hopefully become more accessible in the future."  

Ultimately, with sustainable clothing increasing in popularity, it seems that fashion brands and consumers alike have begun to acknowledge the importance of making eco-conscious decisions when producing and buying items of clothing.  

The future for sustainable fashion looks bright as it’s set to become the next big thing in the fashion industry.

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