Fast-fashion Fallout: Young People in UK Spurred into Sewing

Sew-it-yourself enthusiasts have grown increasingly disillusioned with the retail clothing industry, viewing it as too destructive. Daniel LEAL AFP
Sew-it-yourself enthusiasts have grown increasingly disillusioned with the retail clothing industry, viewing it as too destructive. Daniel LEAL AFP
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Fast-fashion Fallout: Young People in UK Spurred into Sewing

Sew-it-yourself enthusiasts have grown increasingly disillusioned with the retail clothing industry, viewing it as too destructive. Daniel LEAL AFP
Sew-it-yourself enthusiasts have grown increasingly disillusioned with the retail clothing industry, viewing it as too destructive. Daniel LEAL AFP

From jogging outfits to summer dresses, Lea Baecker has stitched together most of her wardrobe herself from inside her London flat, part of a burgeoning number of young amateur seamstresses.

Like many others in the growing horde of sew-it-yourself enthusiasts, she has grown increasingly disillusioned with the retail clothing industry, viewing it as too destructive.

"My main motivation was not having to buy ready-to-wear clothes anymore because I didn't want to support fast fashion," Baecker, 29, told AFP, referring to clothes made and sold cheaply to be thrown away after minimal use.

The doctoral student in neuroscience only started sewing in 2018, beginning with small bags before moving on to clothes, AFP said.

Four years on, she estimates about 80 percent of clothes in her wardrobe are homemade, from pajamas to long fleece coats, as well as jeans made with denim scraps scalped from relatives.

Baecker now buys new clothes "very rarely", she added, wearing one of her self-made long, hand-sewn dresses.

- 'Scale' -
The fashion and textile industry is the third most polluting sector globally after food and construction, accounting for up to 5 percent of greenhouse gas emissions, according to a 2021 report by the World Economic Forum.

Low-cost fashion retailers are regularly criticized for their waste and pollution, as well as the pay conditions imposed on their workers.

Tara Viggo knows fast fashion only too well, having worked in the industry for 15 years as a pattern maker.

"I realized the scale that the fashion industry was working at and it was a bit terrifying," she told AFP.

In 2017, Viggo decided to start creating her own patterns -- the blueprint drawings on paper before garments are made.

She started out small, selling only around one set of patterns per year, a far cry from the four a day that she would sometimes churn out in the ready-to-wear industry.

Viggo conceded independent operators like her were only tiny competitors to the big brands, but insisted they still could have a meaningful impact.

"The more of us that do (it), the better," she said.

"It's like a trigger... People start to look at where their consumption" is, she added noting it also made you aware of the true costs involved.

"Once you know how to sew your own clothes, you can't fathom that a shirt should be £3 ($4.10, 3.60 euros) anymore."

- 'More young people' -
Viggo's "Zadie" jumpsuit is now a top seller on "The Fold Line", an online platform selling independently produced sewing patterns, according to its co-founder Rachel Walker.

Since its launch in 2015, the website has grown from about 20 designers to more than 150 today.

Rosie Scott and Hannah Silvani, who run a London workshop selling fabrics from fashion designers' unsold stock, have also seen the resurgence in sewing's popularity, particularly among young people.

"The clients have changed," said Scott.

"More young people have shown interest in sewing -- young people who are really interested in making their own clothes and making them sustainably."

Women make up more than 90 percent of the clientele, she also noted.

Customers can choose from some 700 designer fabrics, sold from £8 a meter for cotton voile -- a sheer, lightweight cotton fabric -- to £110 for the same length of lace.

Orders soared during the pandemic and are still going strong despite the lifting of restrictions, Scott said.

- Instagram key -
The sector's explosive growth would not have been possible without Instagram, where the sewing community has made a pastime once seen as unfashionable much more trendy.

The photo-sharing platform "is really important", Baecker said, allowing sewists to post images of their designs and engage with each other.

This is what prompted her to join the social network, where she now regularly shares her latest works.

"I found each pattern has a specific hashtag that you can look up and then you can see a lot of different people wearing the same pattern and you can imagine how it can look on yourself," she explained.

For example, Viggo's #Zadiejumpsuit -- which comes in velvet or cotton, with or without sleeves -- has been tagged in almost 11,000 posts.

Meanwhile, the hashtag #handmadewardrobe features in more than 900,000 posts.

With Baecker sharing so many of her creations, she has also inspired friends to join the growing sewing revolution.

"That is my proudest achievement... getting my friends into sewing as well," she said.



Women's Fashion Week Kicks Off in Paris

A model walks the runway during the Giorgio Armani collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 27, 2026. (Photo by Stefano Rellandini / AFP)
A model walks the runway during the Giorgio Armani collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 27, 2026. (Photo by Stefano Rellandini / AFP)
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Women's Fashion Week Kicks Off in Paris

A model walks the runway during the Giorgio Armani collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 27, 2026. (Photo by Stefano Rellandini / AFP)
A model walks the runway during the Giorgio Armani collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 27, 2026. (Photo by Stefano Rellandini / AFP)

Paris Women's Fashion Week opens Monday with a debut show from South African brand MaXhosa Africa and a fresh collection from new-ish Canadian trendsetters Matieres Fecales, look to lift the gloom surrounding the sector.

A total of 67 catwalk shows for 2027 Spring-Summer have been planned for this Fashion Week, with dozens of other brands set to show their designs in private viewings and events around the French capital.

Industry big beasts Christian Dior and Saint Laurent will send their models out on Tuesday.

It could be a last show for Saint Laurent's Belgian designer Anthony Vaccarello, who has been the driving force behind the brand's success for the past decade but is reportedly heading for the exit.

If his departure is confirmed, he is unlikely to be the only creative director heading for the chop as label owners and chief executives look to revive their fortunes in a tough commercial environment for luxury brands.

At Balenciaga, Italian designer Pierpaolo Piccioli is reportedly in the sights of parent company Kering, having failed in the difficult task of maintaining sales levels achieved by his predecessor Demna, according to specialist blog Miss Tweed.

At Chloe, artistic director Chemena Kamali, in the job since 2023, is also being pushed towards the door over a lack of profitability, according to investigative outlet Glitz.

"There were the 'golden years' (for the sector) after Covid, a peak in 2023 and then a luxury market that stabilized," Pascal Morand, executive president of the French Haute Couture and Fashion Federation, told AFP.

"The major groups, mid-sized brands and young designers are not affected in the same way. Markets, outlets and business models are evolving," he said.

Although sales are falling for many brands, there are bright spots.

Since his arrival a year ago at the helm of Chanel, Matthieu Blazy has created a buzz and sales frenzy at the classic French label, with customers queueing outside some boutiques for his latest collections.

His Spring-Summer show takes place next Monday.

Another brand with reason for cheer is MaXhosa Africa, a luxury knitwear group founded in 2010 by textile designer Laduma Ngxokolo, who has already shown collections privately in Paris but has now been invited to join the official program.

On a mission to promote South African culture and the traditions of the Xhosa people, Ngxokolo counts Michelle Obama and Beyonce as fans.

With his first show on Monday, he will be hoping to emulate the success of Matieres Fecales, the Canadian brand which first appeared in March last year but has gone on to dress a host of celebrities and A-listers.

Its unusual name -- which means fecal matter in French -- was chosen to ensure that people who bought the brand's clothing only wanted it for the design, rather than the name on the label.

After events by Julie Kegels, Weinsanto, and Hodakova, the Matieres Fecales show at 7:00pm (1700 GMT) will bring the first day of Paris Fashion Week to a close.


Cardi B Brings Star Power as Roberto Cavalli Goes Wild at Milan Fashion Week

A model walks the runway during the Roberto Cavalli collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 24, 2026. (AFP)
A model walks the runway during the Roberto Cavalli collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 24, 2026. (AFP)
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Cardi B Brings Star Power as Roberto Cavalli Goes Wild at Milan Fashion Week

A model walks the runway during the Roberto Cavalli collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 24, 2026. (AFP)
A model walks the runway during the Roberto Cavalli collection show as part of Women's Spring/Summer 2027 Milan's fashion week, on September 24, 2026. (AFP)

Cardi B was thronged by photographers as she arrived at the Roberto Cavalli runway show Thursday, adding star power to Milan Fashion Week.

Looking glamorous in an animal-print coat, dark sunglasses and a blowout, the rapper took her seat next to stylist Kollin Carter and the show could go on.

Fausto Puglisi turned up the volume as he evolved the Cavalli vocabulary. His Spring-Summer 2027 womenswear collection piled animal prints, florals and feathers onto the house’s familiar foundation of exposed skin and embellished denim.

Flowing robes topped low-rise jeans worn with thongs and bra tops. Cropped jeans glittered with crystals and sprouted feathers, while a mesh minidress erupted into crinkled golden ruffles. Chiffon skirts fell into long shredded hemlines, and animal prints were pieced together in a mishmash suggesting a rumble in the jungle. Prints clashed joyfully in an exuberant collection that played on all the Cavalli codes of glamour and animal instinct.

“What I like about Cavalli is that you have the possibility to create jeans as an object,” Puglisi said backstage. “You feel them, you have them and you put them in your wardrobe, and you feel better. It’s about joy.”


H&M's Operating Profit Grows More Than Expected in 3rd Quarter

The logo for H&M is displayed outside a store in Stockholm, Sweden, September 23, 2025. REUTERS/Tom Little/File Photo
The logo for H&M is displayed outside a store in Stockholm, Sweden, September 23, 2025. REUTERS/Tom Little/File Photo
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H&M's Operating Profit Grows More Than Expected in 3rd Quarter

The logo for H&M is displayed outside a store in Stockholm, Sweden, September 23, 2025. REUTERS/Tom Little/File Photo
The logo for H&M is displayed outside a store in Stockholm, Sweden, September 23, 2025. REUTERS/Tom Little/File Photo

Swedish fashion retailer H&M on Thursday reported a bigger than expected rise in June-August operating profit, as CEO Daniel Erver said his push to control costs and make sourcing more efficient was bearing fruit.

Operating profit in H&M's fiscal third quarter increased to 6.04 billion crowns ($608.63 million) against a year-earlier 4.91 billion crowns and a mean forecast in an LSEG poll of analysts of 5.14 billion.

H&M meanwhile said it expected ⁠sales in September ⁠to rise by 1% measured in local currencies, Reuters reported.

Gross profit margin widened to 54.0% in the third quarter, from 52.9% last year, which included positive one-off effects from tariffs, H&M said. Analysts had expected a margin of 53.4%.

Improvements within purchasing, ⁠cost control and operation efficiency contributed to a more profitable business, the CEO said in a statement.

"Although sales developed in a positive direction during the quarter, we see further potential to increase sales going forward," Erver said.

Sales increased 1% in the quarter measured in local currencies. Analysts had expected sales to grow at a sluggish pace.

Erver said H&M is increasing the share of clothes it is buying ⁠in-season, ⁠as it tries to react faster to fashion trends, consumer tastes and increasingly unpredictable weather.

Erver became CEO in January 2024 with a mandate to improve profitability and strengthen the brand, but investors have been waiting for signs he can revive growth in the face of competition from Shein and Zara owner Inditex.

The billionaire family behind H&M is quietly increasing its stake, fueling speculation it could take the fast-fashion retailer private.