| |
| |
 |
| |
|
| |
|
| |
|
SINGAPORE: Eco-fashion may not be a household phrase but it soon could be, as designers experiment with natural materials and sustainable manufacturing methods.
In Singapore, trade promotion agency International Enterprise Singapore has been working to help Singapore designers spread their wings overseas and it said finding a niche to cater to what consumers want is key.
Lee Puay Min, Director of the Retail Division at IE Singapore, said: "Definitely, in terms of having some eco-signature, for example being environmentally safe.
"(Businesses having) corporate social responsibility...that's very keen in European markets, because right now they're talking about being a responsible consumer. So you need to know what consumers look for, determine your price point and think how you can profile and market to the consumers over there.
"You really need to get the consumers to know what's your equity - 'Why would I need to pay a premium for your product and what does that brand stand for?' So this all communicates to consumers, buyers and markets. This is what we're looking at and it'll be a niche area for designers to move forward."
But how sustainable is eco-fashion as a business model?
Speaking to designers at BLUEPRINT fashion trade fair taking place in Singapore, they said it is extremely difficult to maintain as a main revenue driver. Cost and sourcing materials can be a challenge as well.
Singapore jewellery designer Marilyn Tan has been in the jewellery design business for almost two decades and said she is now seeing a key shift to more sustainable fashion as consumers eye that eco-lifestyle.
Ms Tan said she draws her inspiration from nature and the environment. Her pieces are handcrafted, and she endeavours to have a sustainable touch. She added that she hopes the jewelry will pass on the message of sustainability to those who wear it.
Ms Tan's next project is to create jewellery from wood shavings from a factory floor which would have otherwise been waste.
She said: "Actually, I think it's difficult in the jewellery business to do this. There are many people here who do it. They have sustainable jewellery practices.
"I try with my leaf collection, where leaves have just fallen on the ground and I see the beauty in them. So I try to preserve the beauty of those leaves by making them into pieces of jewellery - that's how I see my role."
Going forward, some industry players said that a risk that some designers face when entering the eco-field is that often, the manufacturing of recycled products could create the same carbon footprint as a conventional product.
-CNA/ac
|
