Sustainability and fashion: Still miles apart, or closely knitted?

Fashion has evolved from basic fit-to-pattern styles to innovative ideas, daring choices, and eccentric designs. Each century has brought its own distinctive fashion trends and styles, from faux fur in the ’80s to velvet suits and baggy jeans in the ’90s. Today, the 21st century is flooded with a barrage of innovative fashion trends and reinventions of the past. A significant shift from the ’80s fashion industry to recent years is the increased emphasis on sustainability. Sustainability has emerged not merely as a trend but as a response to heightened environmental awareness, the need to address climate change, and a push for eco-friendly decisions within the industry. As a result, there has been a rise in the use of ethically sourced materials to uphold sustainable fashion.

The concept of sustainable development was so crucial that it formed the basis of the United Nations-organized summit in 1992, aimed at addressing sustainability issues. This summit marked a significant step toward proposing actions for a more sustainable world. The urgency is clear: the fashion industry emits 2.1 billion tons of CO2 annually and is responsible for 20% of all industrial water pollution worldwide. Furthermore, a recent report indicates that 72% of consumers are now more aware of sustainable fashion and make purchasing decisions based on environmental considerations.

The need for sustainable fashion is no longer a question but a necessity. This notion inspired Jola Ayande, a renowned fashion-centric illustrator and designer pioneering African culture, to create a collection that is both world-conscious and stylish. She believes that being fashionable doesn’t have to come at the expense of the environment.

The Jite collection blends modern style with African prints, creating bold, creative, and indigenous designs. It explores various styles suited for the modern woman, celebrating feminine elegance while upholding sustainability in the fashion industry. Crafted by a trendsetter in the fashion world, the collection combines traditional fits with carefully curated materials that are environmentally safe. The inspiration behind the collection stems from the need to fuse contrasting yet dynamic patterns with calm and bold hues.

The Morolabi Jumpsuit, Larissa Dress, and Naza Dress stand out in the collection for their celebration of femininity and African heritage. Each piece is beautifully designed with neat tailoring and a perfect fit, catering to different skin tones, body types, and women from various walks of life. The collection promotes versatility in style and fit while highlighting eco-friendly fabric choices. Jola Ayande, understanding that fashion is forward-thinking, especially in terms of sustainability, integrates this concept into all her designs.

Traditional yet chic, the Morolabi Jumpsuit embodies a sophisticated vibe. Paired effortlessly with alluring black stilettos, it exudes confidence. The jumpsuit features a flared peplum that drapes gracefully from the mid-waist. Made from multi-colored Ankara fabric, crafted from organic cotton and natural dye, this piece elevates sustainable African fashion.

Modelled gracefully by a beautifully styled muse, the jumpsuit is accentuated with a low bun hairstyle, highlighting the turtleneck design. The white net material contrasts beautifully with the semi-dark print, flared mid-waist, and puffed sleeves, creating an effortlessly youthful yet sophisticated look. The V-neck design adds an edgy style with sleek, smooth tailoring and generous seam allowances.

The modern woman navigates various functions, from corporate meetings to celebratory dinners. The Morolabi Jumpsuit is ideal for such occasions, seamlessly transitioning from corporate settings to cultural events. Its lightweight material ensures ease of wear and mobility, providing comfort without excessive design. The jumpsuit offers full coverage and elegance without being overtly revealing.

Materials: Green and orange patterned Ankara with white lace
Design: Jumpsuit with bishop collar and white cord puff sleeves

The Naza Dress is a statement of boldness and elegance. Made from black velvet, it features a white net that flares neatly from the mid-waist to below the knee. Paired with black high-heeled sandals, the dress transforms from basic to elegant, modelled by a stunning muse with smoky eyes and subdued makeup. The monochrome A-line shape of the dress, crafted from premium fabrics, combines comfort with luxury. The Naza Dress is a classic example of style recycling, with the black velvet exuding both elegance and vibrancy.

While the velvet piece is a revival of styles from the early ’70s and ’90s, it can be made from organic cotton, making it a sustainable choice. Velvet, known for its softness, drapes well and feels plush. Jola’s use of this fabric, common in royal households, demonstrates luxury and elegance in this collection. The choice of velvet distinguishes an outfit with its perfectly cut fibers and smooth feel, characterized by its softness, shiny look, and beautiful drape.

Overall, the Naza Dress boasts a firm stitch and regal, effortless style. It is suited for wedding outings and other celebratory moments, making it ideal for the daring woman.

Materials: Black velvet and white net
Design: Black velvet dress with a white flare net

The use of color in fashion is crucial; the placement of patterns and fit differentiates a basic design from one that stands out effortlessly. Art and fashion converge when patterns are made with the right hues. That’s the Larissa Dress—a statement piece with a well-cut design. Nothing speaks more daring and cheerful than a pink dress with carefully designed sleeves.

As a color choice, pink represents feminine boldness and warmth simultaneously. Suitable for various body types, the knitted pleats are meticulously sewn at significant parts of the dress, including the hem and beneath the button, imparting softness and femininity while creating a gentle aesthetic.

The crepe material features a unique light texture that ensures a seamless fit with a natural, flowy feel. The dramatic sleeves contribute to the dress’s bougie and statement-making quality. The sharp Sastre collar adds an edgy yet confident touch, enhancing the overall fit of the piece.

The choice of fabric made from natural fibers, like silk, is more sustainable compared to other fabrics that may harm the environment. Using environmentally friendly materials reflects a futuristic approach—one that does not sacrifice fast fashion but instead prioritizes environmental preservation. Jola’s commitment to sustainable fashion represents a consumer-centric choice and a portrayal of responsible fashion, which is gaining prominence in the 21st century.

Without a doubt, the Larissa Dress is designed for the modern woman who values both comfort and style, balancing feminine presence with bold designs. It maintains versatility, suitable for both corporate and informal events. The thoughtful attention to fit, patterns, and stitches showcases the intricate details considered in crafting this outfit. It is a piece that celebrates the femininity of the 21st-century woman while exuding confidence and class.

Color: Fuchsia pink
Design: Shirt dress with pleats on both sides

Exquisite, unconventional, and seamless are words that describe the Jite 2020 collection. From traditional pieces celebrating African cultural attire to the entire collection’s vibrant designs, edgy shapes, and flawless embellishments, the collection transforms plain designs into alluring pieces. The well-tailored fits, using contrasting elements, are subtly elegant.

Jola generously celebrates African heritage in this collection, demonstrating that African prints are truly remarkable. Her designs offer sophisticated outfits catering to various tastes and preferences. By promoting the use of African prints, she crafts stunning designs that balance modern and indigenous styles.

The Jite collection elevates the confidence of the empowered woman who can go about her day without worrying about her outfit. She is dressed in style while pursuing her goals. The colors are perfectly matched to each design, and the choice of fabric materials aligns with new explorations in the fashion industry.

Overall, sustainability and fashion have become integral, with ongoing innovations and new practices aimed at preserving the environment. The use of materials like velvet pays homage to trends from the ’80s while projecting a contemporary style. Some pieces crafted by the designer are subtle and sophisticated, avoiding excess, while others embrace a bold and edgy aesthetic.