The fashion industry is emphasizing diversity and sustainability as top priorities in its agenda. However, before getting to the point, the word “sustainability” needs to be properly explained; cutting over-production, encouraging the use of bio-based materials, reducing the carbon footprint, and even offering ethical working environment conditions, all encompass this word.

Throughout the COVID-19 situation, loungewear brands that support biodiversity catching our attention by social media platforms, the rise of second-hand fashion apps, consumers demanding more slow fashion and even high-end fashion taking big steps towards beneficial environmental impact could be seen as a preview of a new era.

Styled by Sophie Pfuhler and shot by Pietro Groff, “No Oxygen”, raises a crucial question, is this going to stay as a trend or the industry is determined to make their future? I believe as the consumers being conscious of the environmental and social concerns and keen to switch to circular economy, it will be more of their choice to lead the way.

Photography: Pietro Groff / pietro.groff

Styling: Sophie Pfuhler / sophiemetsdesvetements

Talent: Till / taifuntill

Digital Assistant: Leo / l.e.ok

Words: Elif Ozer / elifozeerr1