Can Fair Fashion brands fly around the world for shootings?
How sustainable do they have to be, while still being able to make it in a commercial market?
I recently heard that Munich has opened the very first fair fashion outlet. All of these companies kind-of promise to save the world. How fair and how sustainable is it, really, if they also have to overproduce?
This shoot was for a sustainable fashion brand which has been organic and fair for over 40 years. We flew to Sweden to shoot – is that okay? Lets face it: also sustainable, fair, organic, and social brands have to win in a cutthroat market. They are not claiming to change the system, they are trying to make the world a little better within a system that is not made for it.
Check out Hess Natur‘s Website.