A grande dame of the fashion world, famous for her designs that play with the codes of punk and Britishness, Vivienne Westwood is also renowned as a pioneer of sustainable clothing. Nine years ago she discovered James Lovelock’s Gaia hypothesis, which views the biosphere as a living being and all its inhabitants as organs of Mother Earth. Since then, Westwood has ceaselessly worked for the protection of the planet and its ecosystems, seeking to raise awareness, particularly through her digital publication, climaterevolution.co.uk.
Over time, her commitment has intensified, to the point where today she is just as well known for her historically inspired collections as for her ecological militancy. One of her bestknown slogans, “Buy less, choose well, make it last,” calls for balanced consumption, whether of fashion or any other resources. Practising what she preaches, Westwood is herself setting an example by slowly transforming her brand via the use of recycled or eco-friendly fabrics and environmentally sustainable production methods. In her collections you can therefore find organic linen and cotton being used for T-shirts, hoodies and trousers, bamboo fibre for certain shirts as well as precious colourful jacquards that were realized with cellulose acetate produced from wood fibre sourced from a programme of reforestation. Moreover, close to the charities Greenpeace and Peta, Westwood actively campaigns through action programmes, viral videos and fundraising efforts.