How To Spend It . . . WISELY is the cover message of the magazine’s October 23, 2021 The Green Issue. Model Lena Hardt models fall’s finest conscious fashion from Bethany Williams, Chloé, Hermes, Ulla Johnson and more. Photographer Sasha Marro [IG] captures the green fashion investments, styled by Isabelle Kountoure in ‘All Things Considered.’./ Hair by Marion Anée; makeup by William Bartel

AOC so agrees with HTSI editor Jo Ellison’s perspective when she writes:

“Finding garments that are 100 per cent sustainable is still an unexpected challenge.”

Ellison is so much more diplomatic than AOC, citing “this week’s fashion editorial, which sought to use only recycled, sustainably made or upcycled textiles. . . . Putting together a shoot in which such criteria were mandatory was still far harder than might have been expected, despite much noise in the industry about trying to make things better.” ⁠

As I revealed in a post last week, Anne is becoming more urgently angry over this same challenge. We will never become as aggressive as PETA because we will drive away some of the top voices and creatives in fashion who read AOC. But there is no doubt, that impatience with sustainability promises will become more obvious on our website.

One important piece of news that Ellison shares with us is that Richemont-owned Chloé was just awarded a B Corporation status. HSTI correctly writes that this event makes Chloé the first “luxury brand to be noted for its efforts to meet stringent sustainability goals from products to social impact to the supply chain, operations and beyond.”

An important distinction of B Corporations is that they are not run exclusively for the profit of shareholders. The stakeholders — whether they are employees or producers involved in the supply chain — or the planet herself — are equally important to the investors.

Shareholders in B Corporations are advised that these brands are being build on solid consumer values and for the long-term. Patagonia was the first California company to sign up for B certification in January, 2012.

In a difficult political climate in which nationalists worldwide call everyone a socialist or communist, B corporations are not socialists. I would say that they are more old-fashioned and interested in creating brands and businesses where profit doesn’t rule every short-term decision.

This Harvard Business Review article explains the ins and outs of B corporations.