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π Storytelling in sustainable fashion
Published 1 day agoΒ β’Β 3 min read
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Hi Reader,
In this week's CFC newsletter, you'll find:
𧡠How storytelling can help expand the sustainable fashion space
𧡠How this sustainably-minded knitwear consultant is integrating ancient practices to create future heirlooms
𧡠A regenerative fashion retreat and "fashion school in a book"
𧡠5 new conscious fashion jobs and a guide to markets for sustainable fashion & vintage brands
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The Power of Storytelling in Sustainable Fashion π
How can storytelling help sustainable fashion brands build deeper, more authentic customer relationships and connect clothing wearers to makers? β Itβs a big question β and one that last week's CFC Membership panel unpacked with insights from Pushpika Freitas of Marketplace: Handwork of India, Saloni Shrestha of AGAATI, and Mari Medina of April Knit Studio. β π Here are 3 takeaways from the member-led panel exploring the impact of storytelling β and how to do it effectively.
β β1οΈβ£ Storytelling is a Responsibility, Not Just a Strategyβ β Ethical storytelling centers dignity and consent. Itβs not about crafting a narrative for artisans β itβs about amplifying stories *with* them, in a way that honors their humanity and respects their privacy. Fair fashion brands can spotlight artisans' creativity, cultural knowledge, and journeys, while being mindful of not romanticizing hardship. β β2οΈβ£ Don't Underestimate the Power of Visual Storytelling β β And you can lean into visual storytelling even before you have a full collection to launch or professional photography ready to go. Customers are craving realness more than polish β sharing sketches you didnβt use, imperfect photos, or a peek into your decision-making process (moodboards, materials, etc) can bring your community on the journey. β β3οΈβ£ Customers Are on a Journey, Tooβ β Brand storytelling can help guide your community β not by preaching, but by inspiring curiosity, offering education, and celebrating the shared values that brought them to your brand in the first place. β And small brands have a deep connection advantage. When you know your makers and your customers, you can tell richer stories than a corporation ever could. Your closeness is your superpower. As Mari said: βItβs not just slow fashion, itβs soul fashion.β β¨
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β‘οΈ And there's SO much more where that came from β CFC Members can find the full recording in the Session Library!)
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Cheering you on,
Elizabeth
Director, Conscious Fashion Collective
P.S. Curious to learn more about the CFC Membership? Later this month, we're hosting an Open House to take you behind the scenes!
As the founder of the knitwear design consultancy Noles Studio, Meredith Noles combines years of industry expertise with a passion for crafting dynamic knitwear designs and tailored strategies that elevate fashion brands' assortments and storytelling.
Meredith honed her expertise in Florence under a textile designer for luxury brands Gucci and Ferragamo, before earning degrees in Studio Art and Fashion Design from Parsons. In New York, she designed knitwear for esteemed brands and has experience overseeing all categories from fully fashioned knits to structured tailoring.
In this interview, Meredith shares:
How she helps her clients create βfuture heirloomsβ,
The value of incorporating ancient knitwear techniques into contemporary design,
And why storytelling is so important for ethical design.
"I help people create future heirlooms. These are garments that have longevity through a holistic balance of fiber choice and construction.
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We talk a lot about timeless design, but timeless doesn't have to mean minimal. When I think about 'timelessness', I define it as having a strong point of view. That point of view gives it longevity. This is also what informs how I help my clients with storytelling."
CFC Member Mira Musank, founder of Rethink the Runway, is collaborating with Fibershed and From Soil to Soul for a half-day retreat one day before SF Climate Week 2025. In this retreat, you'll discover the beauty and potential of California's climate beneficial agriculture, food sovereignty through regenerative and indigenous practices, and native plant restoration.
Former fashion university instructor ZoΓ« Hong has compiled her years of knowledge into one practical handbook, perfect for getting started or finding new inspiration for your career in fashion. You'll learn everything from how to develop a cohesive fashion collection and implement sustainable practices to how to create a quality portfolio that gets seen.
We've just launched our directory to in-person markets & shows inside of the CFC Membership featuring 35+ markets well positioned for sustainable designers, artisan-made brands, and vintage curators to sell their products.
βCurious about what our membership has to offer? Our virtual Open House is a unique chance to get a taste of our vibrant community of sustainable fashion founders and professionals.
You'll get a behind-the-scenes tour, hear from our current members, and get a chance to ask your questions to find out if the CFC Membership is right for you.