Ethical organic lingerie brand AmaElla has taken the first steps of a new approach to consumption and production with its Slow Lingerie on demand, aiming to be the radical opposite of fast fashion. Horrified by the £140m pile of clothes sent to landfill each year and by the recent news of incinerated excess stock by luxury brands, Julie and Lara – co-founders of AmaElla – have rethought the process in order to provide a solution.
The Slow Lingerie concept was born, which allows consumers to buy at a discount before it is produced. Pre-orders are pooled and produced in batches, meaning less waste. Although consumers have to wait a little longer for the items to be made, they can rest assured they are contributing to a more ethical and sustainable fashion industry. There has been overwhelming support for the Slow Lingerie on demand concept and AmaElla has been able to confirm the first production batches.
The Pink Blush soft bra and knickers were the first to reach full demand, followed by the Ivory cotton voile pyjamas and production starts imminently. Customers will receive updates on the process at key checkpoints, allowing them to follow the ethical manufacturing progress of their lingerie from Portugal to their door.
“We’re so excited to see that the trial of this on-demand production method has been so well-received by customers who love our luxury organic cotton underwear and are happy to wait for it in order to see a healthier fashion industry. On behalf of the AmaElla team, our amazing Portuguese garment technicians and the environment too, we thank you,” said Lara Miller, Co-founder of AmaElla.
