Condé Nast Copy

Opinion Article for The Sunday Telegraph

An opinion article written for The Sunday Telegraph on food allergy sufferers. The brief was to write a 1,000 word opinion article on a topic we are passionate about for a publication of our choice.

Interview with Dr. Rabia Malik for British Vogue

Hair Saviours for the Beauty section of British Vogue

Sustainability Article for Vogue Online

After having a lecture with Emily Chan, Sustainability Editor for Vogue our assignment was to write two sustainability focused articles for Vogue Online. The first article is on the appointment of Gabriela Hearst Creative Director at Chloé who is renowned for her sustainability efforts within the industry. The second article is on eco-friendly bedding which I believe is the must have for 2021.

Copy for article on the appointment of Gabriela Hearst as Creative Director at Chloé

Can Gabriela Hearst push Chloé to the forefront of sustainability?

Natacha Ramsay-Levi’s departure from the Paris fashion house after four years as creative director was due to the Pandemic and the unprecedented changes inflicted on the fashion industry. Ramsay-Levi stated, “it is this reflection that makes me consider my future differently”. The Uruguayan, New York based luxury designer Gabriela Hearst was selected as Chloé’s new creative director. Hurst is renowned for her sustainability focus as well as philanthropic efforts. Her desire for authenticity and attention to “care and detail” made her the ideal creative director for Chloé’s CEO Riccardo Bellini. He acknowledged Chloé had strayed from Gaby Aghion’s ethos as an innovator of change and creativity. Chloé was established in 1952 its “mission [was] to liberate women from the rigidity of couture” and has always been a “purpose driven enterprise”. Bellini understood that sustainability must be Chole’s priority in order “to deliver positive contribution to the world”.

Hearst has been at the spearhead of sustainability since launching her brand in 2015. She has always been transparent with her ecological practices. She was the first to produce a totally carbon neutral runway show for her Spring 2019 collection - a goal set to be achieved by 2050 for the fashion industry. Gabriela has pledged that all virgin materials (materials not been previously used in manufacturing) will be eradicated from the brand by 2022. Her goal is to “create a business [for Chloé] that is socially conscious and in balance with our environment”.

Hearst’s transformation for Chloé

B-Crop Certified in 2021

To achieve B-Crop certification a business would need to adhere to the “highest standards” of sustainability. There are currently 3,500 B-Crop certified businesses. If successful, Chloé would be the first luxury brand to join this community. B-Crops will lead a global movement of change, independent to governments.

Human Rights Principles

In January 2021, Chloé joined the WEP of the UN. A set of principles in line with international labour and human rights laws. This would ensure the protection of all workers, irrespective of their gender, race or beliefs.

Sustainability training for all collaborators

Commencing April 2021 training will be available to all collaborators. Teachings will include gender, climate change and the UN Sustainable Development Goals. This training is aimed to be completed by the end of 2021. If executed efficiently this would change the “mindset through everyday practices” a goal stated by the brand in March this year, from the bottom up.

Lower-impact Material

Hearst’s target by 2022 is to produce a line where the collection is made up of at least 55% non-virgin materials and 75% lower impact leather. Hurst’s debut collection in March 2021 achieved this, with 80% of the cashmere yarn being recycled.

Fair Trade and Packaging

Chloé’s March 2021 collection, the first luxury fair-trade line. By 2022, the target is for all products to be 20% fair trade. Also, all packaging is approved by the Forest Stewardship Council, a sustainable forest management scheme. By 2025, Chloé has pledged to reduce all packaging by 25% as well as reducing environmental impacts by 30%.

Sustainability Article for Vogue Online

Copy for article on Eco-friendly bedding:

It is estimated that we spend a staggering 33 years in bed over our lifetime. Yet, when making sustainable conscious purchases, eco-friendly bedding does not instantly spring to mind. A recent report conducted by Garnier found that in the UK alone 73% of consumers wish to be more sustainable in 2021. So, why can’t your sustainability journey begin with bedding? The bedding market is a buoyant trend, estimated at $7.88 billion USD in 2020 and is forecast to increase by 9 per cent per annum until 2028. What is the reason behind this? The pandemic, and the working from home message has encouraged consumers to invest their money in home improvements.

Bedding is typically made from cotton due to its longevity and comfort. However, cotton cultivation makes up “2.3% of the world’s arable land use” according to Condé Nast. In order to produce 1kg of cotton 10,000 litres of water is required, resulting in water scarcity in developing countries, namely, Pakistan. Pest infestation is also rife in the farming of cotton, consequently pesticides have to be used. These pesticides as well as other toxic chemicals contaminate the water supply and result in biodiversity loss. Fortunately, conventional cotton is not our only option when purchasing bedding.

What are our other options for bedding?

Organic cotton

Organic cotton uses significantly less water than the conventional type as well as BCI cotton (Better Cotton Initiative) an NGO established in 2009 to improve the cotton farming industry. Brands such as, Boll and Branch have used 100% organic cotton since 2013. In 2018 alone Boll and Branch have reduced the amount of water in the production of their cotton by 592,923,320 gallons and in turn supported 12,800 Indian farmers out of debt.

Linen

Have you ever considered linen for your bedding? Linen is a natural fibre that requires minimal amounts of irrigation and is far less water polluting than regular cotton production. If this is not convincing enough, linen is hypoallergenic, a natural insulator, and twice as durable as cotton. Linen bedding is exceedingly accessible starting from £79.99 at H&M per set to Fazzini at €425,00.

Hemp

Hemp is one of the oldest agricultural crops, a natural bast fibre from the inner bark - popular for its durability. Not only can all parts of the plant be utilised for textiles it also nourishes the soil it grows in. Hemp is biodegradable, non-toxic and antibacterial. Brands like Delilah Home and The White Company use Hemp as a fabric because it is free from “allergenic, carcinogenic or toxic chemicals” unlike conventional cotton.

Bamboo

Another alternative to conventional cotton is Bamboo. Products derived from bamboo, are typically made in China and gaining popularity globally. Bamboo is cultivated into either bamboo linen or bamboo viscose. However, both bamboo materials rely heavily on chemical use when cultivating. Additionally, bamboo growth is rapid and if not monitored efficiently can be very invasive to surrounding habitats. Panda London, sell 100% sustainable bamboo bedding which is “seriously soft”, vegan and ethically sourced.

SoulCycle Review for Grazia

A review on SoulCycle for Grazia magazine. Written in the tone of the publication and graphically designed to seamlessly fit. The assignment was to write a review on the same topic for two different publications to show how the tone of writing differs for each publication. My Grazia article is first and, The Times article follows.

SoulCycle Review for The Times

A review on SoulCycle written for The Times I graphically designed how it would fit within the broad sheet (on the left) and the copy is written below.

Is SoulCycle Outside London our knight in shining armour?

The year 2020 has been far from perfect, the world has changed unimaginably. As a nation we have been forced to reassess our “normal” as well as becoming overtly health conscious. Exercise was not everyone’s first priority, and for some it was an activity either squeezed into the working week or something manically dialled into prior to a holiday or an occasion. For myself, exercise over the last year has given me a sense of structure. Whether that be participating in Instagram live workouts, on Zoom Pilates or investing in a static indoor exercise machine. We all have made fundamental changes to the way in which we choose to exercise. Throughout lockdown I became well accustomed to my new routine and can honestly say it became the highlight of my day. I was also amazed how much I was saving by not having to pay for a gym membership. Despite this, when Selfridges announced they were teaming up with the infamous SoulCycle to create outdoor spinning classes. I simply could not resist.

I am not dismissing the fact that working out in the comfort of your home has its perks. Wearing anything mismatched or otherwise and building up a sweat in your living room without judgement appeals.

For those unfamiliar with the cult that is SoulCycle, it is widely considered to be the ultimate spinning experience. Founded in 2006 in New York. This loud, brash, unapologetic, upbeat and totally American experience has found its way across the Pond with a bang. The SoulCycle studios create an electric and unique atmosphere. I was sceptical this could be replicated outdoors. My concerns were unfounded.

Situated next to Selfridges in Edward Mews, I arrived to find 34 front facing socially distant bikes under an open aired marquee. All Covid protocols are strictly adhered to, temperature checks, sanitised cycling shoes, bikes and headphones. As my fellow spinners arrived and prepared themselves (mentally and physically) our very fit, enthusiastic and oozing with positivity instructor arrived. Shoes clipped in, headphones on - here it comes, 45 minutes of sheer willpower. Within moments we were all lost in the music. Instructions came thick and fast, words of encouragement echoing in our ears. 34 strangers moving in unison, a silent army to those watching.

Left, right, left, right.

Upper body routines with push ups and dumbbells were also included. I felt emotional as I looked around at my fellow riders and realised that this is what I have been missing. Human contact, a sense of belonging, being part of something. I felt quite emotional. Exercising outdoors was exhilarating. I felt euphoric and optimistic, but mostly overwhelmingly blissful about the return to semi normality.

My soul content.

Trend Report for Dazed

This individual trend report was part of a group project in which I was the leader for the media brand Dazed. During this project we had to research emerging fashion media trends, issues within the industry and provide ways in which Dazed can improve.

Using our research findings we had to create individual research reports as well as giving a presentation to a panel of industry experts on our proposal for Dazed. As part of our presentation, we created a video to bring our concept to life which is attached below.