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Is the sustainable fashion movement growing as fast as we think?

  Sustainable fashion has been getting a lot of press recently, but are people really onboard with the sustainable fashion movement?  A growing interest in sustainable fashion Many people appear to have been making adjustments to their lifestyle, either by buying more organic food, going zero waste or using less single-use plastics. The sustainable fashion …Continue reading

eco-friendly gift wrapping

Eco-friendly Gift Wrapping Ideas

Being eco-friendly always requires mindfulness in the way we live our lives, but this can feel particularly difficult when it comes to the holidays- particularly given all of the gift shopping and gift wrapping that happens come December! It is well known that most wrapping paper is not recyclable, and therefore must go into landfill …Continue reading

second hand clothing

Reincarnate your Wardrobe with Second Hand Clothing

Saturday, November 17, 2018 could change your life, or at least the way you think about clothing, sustainable shopping and buying second hand. Create your signature style at Cambridge Sustainable Fashion Fest!  Usually when we hear “eco-shopping” we think of natural and organic materials, slow fashion, ethically produced. But can a polyester fleece also be …Continue reading

sustainable fashion

Sustainable Fashion at the V&A: “Fashioned from Nature” presents some History and lots of Fashion

“Fashioned from Nature” purports to examines the relationship between fashion and the environment from the year 1600 to now, with some information on the impact that various design practices have had on the environment, and some information about the technology that has developed around the fashion and textile industry. To be clear: the exhibit is …Continue reading

Sustainable lingerie Organic Cotton

The New Eco-warrior and Consumer Power

A leading environmentalist and a figurehead for environmental activism, the late Lord Melchett used old school politics to communicate then-new ideas of environmental protection and corporate responsibility. While his tactics were controversial, his passion and commitment to his work was undeniable. The death of Lord Melchett, celebrated eco-warrior, represents the end of an era in …Continue reading

sustainable wedding

Planning a Sustainable Wedding

Wedding trend: sustainability Is it just me or does it feel like as soon as you add the word “wedding” to something – even the most banal of things – you immediately add three zeros to the end of its price? Weddings can be extortionately expensive and lavish affaires, with many people choosing to roll …Continue reading

fashion waste

Fashion Waste Serie – Conversation with Annie

We start our blog serie about Fashion Waste with Annie Ashwell, the founder of Home Of Eco who answered our questions and contributed to our campaign #LoveFashionHateWaste. “Did you know 300,000 tons of clothes are wasted in the UK each year? It’s unthinkable! Therefore, I’m standing with @amaella_lingerie and their #LoveFashionHate Waste campaign. There are so many …Continue reading

slow lingerie

Slow Lingerie: A Movement towards Sustainable Consumption and a Circular Economy

Fast Fashion has been taking over the world. According to a study by McKinsey, between 2000 and 2014, the number of items of clothing purchased by the average consumer increased by 60%, and yet people are holding onto garments for about half as long as they did 15 years ago. Thanks to the use of …Continue reading

sustainable entrepreneur


Franziska Hillmer is the founder of, an online-store focused on sustainable lingerie & accessories (we recommend you to have a look!). She shares with us her path towards sustainable lingerie and how to become a ‘sustainable entrepreneur’.             Why does buying sustainable lingerie matter? For me, it’s one of the few …Continue reading

Cotton PJs

Cotton PJs from Movie History

Films are replete with inspiration for wardrobes, but rarely drawn upon for nightwear inspiration. Yet, we have trawled the archives of movie history to give you the keys to unlock a pyjama paradise, and one that does not skimp on its environmental credentials. Be it Rachel Green’s vintage sports-wear-esque jumpers or Cher Horowitz’s itsy-bitsy cotton …Continue reading

natural dye


Ellie Beck is a textile artist and creative maker, working primarily with natural fibres and an instinctual process. She works with botanical and natural dyes, finding inspiration in and from nature. We fell in admiration with her art and started an exciting conversation. Through this interview, we invite you to discover her textile arts practice, …Continue reading

Conscious Valentine's Day

5 ideas for a Conscious Valentine’s Day

It’s Valentine’s Day, and with this comes the undeniably beautiful feeling of love. We all have a desire to surprise our loved ones and show them how much we love them and with that beat our last year’s present with an even more amazing one for this year.   Valentine’s day at AmaElla means a …Continue reading