Combining green spirit with a revolutionary production process, Matea Benedetti (2017 Italian Green Carpet Awards finalist) is a big player in the sustainable luxury world and her pieces are visually breathtaking.
Lawfully Chic dropped her a line with some questions, and found her answers rather inspiring. Let’s put sustainability top of the luxury fashion agenda (again) in 2019.
LC: What made you establish your brand?
MB: Ever since I was a student, I’ve been extremely passionate about sustainable fashion because I understood the extreme impact the fashion industry has on the planet, especially water. I set out to create a luxury brand that used design to inspire responsible behavior via beauty and luxury.
LC: What’s the main ethos behind the clothes you make and the way you make them?
MB: I’d say I combine a ‘green spirit’ with a ‘revolutionary production process.’ I aim to avoid the polluting habits of the fashion industry. The goal of sustainable fashion is one that raises our consciousness with respect to nature and all forms of creation. We choose only fair-trade textiles and we take care to ensure that our garments are made in an ethical way and are high quality.
LC: What main challenges have you faced in growing the business?
MB: The biggest challenge is ongoing – it’s how to positively influence the fashion industry! I want to get the message across that it is possible to create fair and healthy clothes that are not damaging to the environment! Sustainable fashion can be aesthetically amazing and trendy
LC: Please could you tell us a little bit about how your clothes are made?
MB: We use only certified organic, natural and new life materials such as organic silk, hemp, organic cotton, organic wool, bamboo, new life textiles made from recycled plastic bottles or recycled cotton and the best alternatives to leather industry, innovative vegan textiles pineapple leather and apple leather. No synthetic lining is allowed and all our buttons are vegetable. The textiles we use are produced fairly and the garments are manufactured in Italy and in Slovenia, where we have an Atelier.
LC: What do you think are the primary issues or challenges facing the fashion industry from 2019?
MB: We’ve got to switch things up, from fast fashion (one of the most polluting industries in the world) to slower, more responsible fashion! We need to think about how to reduce producing fashion pieces unfairly, how to stop the production of fur and how to fight the plastic issues. All those synthetic fibres! We need to figure out how to recycle more and how to buy less and choose more sustainable products.