Eco Fashion

Everyday we’re hearing more and more terms like eco fashion, organic clothing, sustainable fashion and ‘green is the new black’ but what do all these things really mean? And when it comes to our kids, is organic clothing really better? With such a plethora of information out there, knowing what to buy and where to buy it can be a challenge.

Aussie mum Liane Shannon was faced with this very problem following the birth of her daughter Emma. Armed with a love for fashion and a growing awareness of the potentially harmful properties found in many everyday retail garments, she wanted to find children’s clothing that would be gentle on both sensitive newborn skin and the environment.

“Emma’s skin is very sensitive and so it was essential I find clothing made from soft, healthy fabrics. Through my life-long interest in fashion I was also aware of the negative impact non-organic cotton production is having on our environment, along with the concerns about chemical residues remaining in the cotton fibres. 

For these reasons I only wanted to purchase eco-friendly, organic clothing but I struggled to find a range that was both fashionable and affordable. I was sure that there had to be better way – so I founded my own children’s clothing label – Master and Miss.”

From the outset Master and Miss positioned itself as a fun, fashionable and most importantly – eco-friendly children’s label.  But what exactly is eco fashion? According to Liane, eco fashion is all about garments made from sustainable materials, under fair labour conditions, using ecological production processes.  

“When we support eco and socially responsible fashion we help minimise environmental damage and support workers’ rights. At Master and Miss we’re extremely proud to be producing high-quality, 100% organic children’s clothing made right here in Australia.

The use of 100% organic cotton in all Master and Miss’s clothing was an essential aspect of Liane’s business model, with the founder and designer firmly believing organic fabrics offer the safest and healthiest clothing choice for children. In contrast to the herbicides and pesticides often used in the farming of non-organic cotton, organic cotton is grown using biologically-based, sustainable-growing methods, free from toxic chemicals.

“Having the confidence that you are dressing your baby in clothes that are free from potentially harmful toxic materials is just one of the many benefits of choosing eco-friendly fashion."

Another key benefit is that organic fabrics last longer. How many of us have bought something from a fast-fashion retailer and seen it lose its shape after one or two washes? Organic cotton in contrast requires more than 100 washes before it will begin showing signs of wear.

“The durability of organic clothing naturally means it’s more cost effective, making the perception that it’s more expensive an inaccurate one. Master and Miss prices are actually on par with many leading Aussie children’s labels. The difference being that for the same price as a non-organic garment produced in a factory overseas you can buy a locally made and designed, 100% organic, highly individual piece."

Our grandparents generation really understood the value of a well made garment. They bought fewer items with greater attention to the quality and fit. Eco fashion relies on the same principal of quality over quantity.

“Everything that I design at Master and Miss is created with style, durability and multiple use in mind. For instance our Emma red and navy skirts are not just a perfect piece for summer, add some leggings or tights in winter and you’ve got a skirt for all seasons. Or for infants our popular ‘Onesies’ are great on their own in summer or as an extra layer during winter.

“Ultimately though I think the biggest plus of eco fashion is its 'feel good' effect not just on your skin but also your heart. Dressing your child in something that you know was designed with love and creativity, produced in a fair and ethical manner and with the least environmental impact as possible, creates a feeling of joy not just in the clothes but in life itself. "

“I truly believe that given the right information, every Australian mum wants to make choices that cause the least harm and offer the most benefits to both their kids and the environment. Buying eco-friendly fashion is one way we can do that.”

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Liane’s top tips for buying and saving on eco-friendly clothing:

1. Always favour organic fabrics. They last longer, they’re better for your skin and better for the environment.
2. Shop local. This is not only good for the environment it’s good for the Australian economy. Websites like AUSBUY are great for finding 100% made and owned Aussie labels.
3. Quality over quantity. For better value and optimum use choose pieces that can be layered, mixed and matched throughout the seasons.
4. Read the label. Where the garment was made is the best indicator of whether it was manufactured under fair labour conditions. 
5. Have fun! Fashion should most of all be fun and eco fashion equals guilt-free fashion fun.