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Sustainable fashion is a movement and process of fostering change to fashion products and the fashion system towards greater ecological integrity and social justice. Sustainable fashion concerns more than addressing fashion textiles or products. It comprises addressing the whole system of fashion.

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Misguided being shown as one of the worst sustainability offenders.

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Portugal Vogue September 2019 issue clearly highlighting the importance of sustainability in the fashion world.

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For Misguided there can be an aesthetic range which strays away from the typical style of products which are more sustainable and everyday wearable.

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Misguided were seen to have sold many £1 bikinis last summer and received a lot of hate upon it.

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Misguided main competitor has already started to be more eco friendly by encouraging their customers. They've created a tab on 'THE EDIT' showing different hints and tips to be more green.

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One of Misguideds competitors is the 6th best sustainable retailer.

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Ideas of what fabrics can be used for Misguided going forward.

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A screenshot from Zaras Jon Life collection which is all sustainable. the company also plan to use all sustainable fabrics by 2025.

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By adding a tab on the home page with sustainable clothing an different approaches to clothing can encourage the customers to be more aware.

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Use inspiration from PLTs recycled range. The products are still at an affordable price an clothing is in the same style as their usual products. For Misguided you can use more neutral colours to keep the aesthetic and call it 'Babes of the Environment'.

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By using this colour palette they could create a range using different fabrics with natural dies to create new friendly clothing.

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For the new clothing the inspiration could be from the recent SS Jacquemus Truck show.