South African fashion designer Craig Jacobs has unveiled his latest collection for Fundudzi, titled The New Earth, at the South African Fashion Week. This innovative collection breathes new life into pre-owned, surplus, and discarded garments, transforming them into contemporary designs. By doing so, Jacobs aims to challenge the fashion industry's conventional approach to production and consumption. His designs not only make a statement on the runway but also encourage a more sustainable approach to fashion.
The New Earth collection is a thought-provoking commentary on the environmental impact of the fashion industry. Jacobs' approach involves dismantling and reconstructing existing garments, questioning the industry's appetite for constant production and consumption. According to Jacobs, "Africa is becoming the dumping ground for what the West no longer wants." This statement highlights the pressing issue of textile waste and the need for a more responsible approach to fashion.
Jacobs' design process for The New Earth collection was unique and labor-intensive. Rather than starting with new fabric, he worked with pre-owned garments, carefully unpicking and reconstructing them to preserve as much usable material as possible. This approach required flexibility, with the material itself dictating the final design. The result is a collection that not only showcases Jacobs' creativity but also demonstrates a more sustainable approach to fashion design.
The New Earth collection takes its visual cues from Southern Africa's geological landscapes, featuring muted shades inspired by earth, stone, and weathered terrain. The collection includes a mix of tailored pieces, denim, knitwear, and sheer layers, creating a blend of everyday dressing and more expressive runway silhouettes. Jacobs' goal was to create clothing that is not only sustainable but also desirable and commercially viable.
Sustainability is a core aspect of The New Earth collection. Jacobs believes that sustainability cannot rely on consumers overlooking the design or quality of a garment simply because it has an environmental purpose. To achieve this, the team incorporated carefully selected, locally produced textiles, cutting them in ways that would minimize waste. This approach ensures that the garments are not only eco-friendly but also of high quality and aesthetically pleasing.
The New Earth collection highlights the importance of collaboration in making more responsible fashion possible in South Africa. The collection was produced in partnership with Ananse Studios in Rosebank's Design District and Luxity, a pre-owned luxury goods specialist. These partnerships demonstrate how shared resources and support for local creatives can help make alternative approaches to fashion more viable. By working together, Jacobs and his partners aim to promote a more sustainable and responsible fashion industry.
The New Earth collection offers a fresh perspective on sustainable fashion, encouraging consumers to rethink their buying habits and consider the environmental impact of their purchases. Jacobs advises consumers to make more thoughtful wardrobe decisions, choosing to buy locally and support South African designers. By doing so, consumers can help sustain the wider value chain, from textile manufacturers and garment makers to independent businesses and entrepreneurs, while reducing the environmental costs associated with production and transport.
Key points
- The New Earth collection challenges the fashion industry's conventional approach to production and consumption.
- Jacobs' design process involves dismantling and reconstructing existing garments to create new, sustainable pieces.
- The collection promotes a more responsible approach to fashion, encouraging consumers to rethink their buying habits and support local designers.
