Written by Natalie Clark
Green is this season’s new must-have colour. There’s a green out there for all of you; mint green, sage green, neo green, take your pick and choose your style. Green has taken over this season as shown by the Instagram fashion influencers and is now available from your favourite high street stores.
WGSN noted that “green [has] become one of S/S 20’s most important colour messages. Fresh and luscious colours are key, with Neo Mint being most noteworthy”.
Green is associated with nature and the environment, with growing concerns around sustainability in the fashion industry, it’s no surprise that green is a trending colour for summer 2020.
British Vogue noted how brands are becoming more sustainable as the pressure and scrutiny mounts against them to become more environmentally conscious. Gabriela Hearst, spring summer 2020 New York fashion show was carbon neutral, a first for the fashion industry. Kering, parent company of Gucci and Yves Saint Laurent, announced in 2019 that the entire Group will become carbon neutral.
High street sustainability
High street brands are also following suit; H&M committed to reducing the brands greenhouse gas emissions by 2040. American brand, Everlane, released £80 carbon neutral trainers in 2019 for both men and women. The brand also pledged to continue to reduce their environmental impact. Levi’s stated that by 2025, the brand is committed to a 90 percent reduction in greenhouse gases in all operated facilities and a 40 percent reduction in the supply chain.