An evolution is occurring on the High Street as this season Zara enters the Sustainable Fashion Family by introducing a collection called 'JOIN LIFE'. The endorsement of this collection with its use of organic textiles, is an indication of greater shifts to come within the world of fashion, as brands begin to capitalise on the business opportunities of sustainability, while engaging customers in the some of the most crucial debates of our time. Fashion has never been more important for spreading values and cultural ideas about how we consume, dress and express ourselves, and being a multi million dollar company, Zara has certainly committed itself to a worthy campaign, that will push forward perceptions of a more progressive fashion industry which accommodate supply chains that respect the environment and its fragility.
With rich warm tones, the collection features well tailored classic pieces, that are bound to appeal to the fashion conscience, with chic trench coats, frills and pleats and minimalist shirts that capture the current flavour of Autumn. The launch of this collection is proof that sustainable style is slowly but surely becoming a norm within the world of fast fashion, as environmental and social issues are given a platform and projected into design and style collectives. This campaign also marks the beginning of a journey for Zara, as we can expect more exciting innovations from some of our favourite High Street brands.