Fair Trade Town Chesham puts on Sustainable Fashion Event.

Maxine (left) wearing Wide Leg Trousers in Handwoven Organic Cotton, button adjustable - Navy and Jo Oversized Shirt - White Self Check. Sophia (centre) wearing Lucy Sundress - Hand Embroidered Straps - Navy Blue. Lucy (right) wearing Ruth Skirt in Handwoven Organic Cotton - Black Stripe Stitch and Celia Cowl Top - Black.

Photos by Alice Horsley @_alicehorsley 

Safia caught up with Clem Short and the organisers of Chesham's Forever Fashion Show to find out how they managed to bring together almost 200 people to celebrate regenerative and circular fashion. 

Why did you decide to run your community sustainable fashion event?

Chesham has been a Fairtrade Town for 21 years (we were the first Fairtrade Town in Buckinghamshire), and as the Fairtrade Chesham group, we wanted to celebrate with a fun event which would engage a wider audience than we usually reach with our campaigns. Gill (our Chairperson) and I last organised a Fairtrade Fashion show in 2009, which incidentally included a collection of clothes from People Tree. As we have recently been joined on the committee by a student, Sophia, studying fashion and textiles, we thought it would be a great way to get younger people involved and spread the message about Fairtrade and how unfair trade and exploitation are damaging the planet, particularly affecting the most vulnerable communities in the global south. As well as lifting the lid on the horrors of fast fashion and how it is contributing to climate chaos, we wanted to give a positive message about what everyone can do to make a difference and hopefully change some fashion-buying habits.

What were its aims, and how did you start it?

We approached it from several angles. Firstly, I have been running a monthly sewing group, Sew Do It, for several years to encourage people to learn to sew, to mend and to alter their own clothes, so we advertised the sessions more widely as a 'fashion challenge' and provided bags full of clothes rejects from charity shops for anyone to come along and have a go at up-cycling.

Secondly, Sophia works as a volunteer at a local charity shop, and her helpful manager was happy to provide bags of clothes that hadn't sold. Sophia put together an 'Alternative' collection, aimed particularly at young people, and we also selected clothes in the categories of 'Smart ', 'Casual', and 'Evening'. We then had a day for our models to come and try everything on and finalised our selection. We had a bridal category too, which I mostly curated from dresses I had up-cycled myself.

Thirdly, we were offered clothes that local young designers had made for college and university courses using recycled fabrics, and a collection of hand-embroidered shirts, also from a university course.

And last, but by no means least, we approached two companies that sustainably do fashion: Unfolded and Indilisi. Safia kindly lent us a rail of clothes from the current collection, which I could match to suitable models, provided stock for a pop-up shop and recorded a short video to introduce Indilisi.

Leila wearing Safari Dress - Grey Ikat Weave with tie belt.

Was it expensive to put on this kind of event? How did you do it?

To be honest, we weren't sure how the event would work out, so we decided not to hire our local theatre and risk losing a lot of money. Ann, our other organiser, and I both belong to a local church and thought our church building would be an ideal venue. The church leaders were happy to support us and our message, and kindly let us have the use of the building for free.

So our main expense was advertising. We employed a local designer to design posters and flyers both for the Sew Do It 'fashion challenge' and the actual event. They were visually impactful and carried the message 'Let's mend fast fashion one stitch at a time'.

We only charged £5.50 for adults and 50p for children under 16 (the 50p was the charge per ticket that TicketSource charged us). We wanted the event to be affordable. It wasn't to raise money, but to raise awareness. Tickets sold slowly at first, but on the day, we sold every ticket, plus a few standing room only, about 170 in all. Sustainable Chesham covered the cost of the event programme. We just about broke even!

Who was involved and where did you get your models? 

Gill, Sophia, Ann and I enlisted (and coerced!) friends and contacts to be models, plus those who had created garments in the Sew Do It sessions. We had models ranging from teenagers to pensioners, and we also invited the local inclusive theatre group, Theatre Shed,  to take part. Sophia interviewed on the local radio and persuaded the interviewer to be a model.

Students from West Herts College, under the leadership of their tutor, agreed to do the make-up, and a local hairdresser offered her services for free. The event was photographed and videoed by local students. Members of Kings Church provided the tech team for sound, lighting and visuals, and for serving Fairtrade refreshments after the show.

Hanna wearing Celia Cowl Top - Black Stripe and Wide Leg Trousers in Handwoven Organic Cotton - Solid Black.

It was a wonderfully collaborative event, involving a wide spectrum of people in the community, and revealing unexpected talent! For example, one of our models provided beautiful bouquets for the bridal section made from recycled paper, and others turned out to be really good at organising and coaching the models or keeping everything running smoothly backstage, something that I had been really worried about. 

As well as the Indilisi pop-up shop, we had up-cycled bags for sale from a local craftswoman, and information about Fairtrade and Sustainable Chesham. After the show, there was time to browse the stalls and learn more about sustainability, while enjoying a Fairtrade cuppa. There was an incredible buzz! Everyone who took part said they thoroughly enjoyed the experience, and we had many, many compliments from members of the audience, and the repeated question, "When are you doing the next one?"

One of our models said, “I don't think I have ever been part of something where everyone was so supportive and lovely. It genuinely felt as though everyone knew each other and we all wanted one another to have the best time possible...it was a beautiful, uplifting event.” 

The town mayor was blown away! “What an amazing afternoon. Brilliant achievement.” 

Another member of the audience commented: “You really demonstrated the fun, creative and high-end looks that can be gained through sustainable fashion streams.” 

What are your 3 favourite pieces of the Indilisi pieces?  

I personally modelled the Safia skirt, the Safari checked blouse and the Artists jacket. I bought the Safia skirt in denim chambray - I really like the unusual cut and drape, and already have the Artist jacket, which I will wear a lot this summer.

I love the embroidered Daisy dress. Hand embroidery is such a lovely reminder of the connection between the craftsperson who made the dress and the person who wears it many miles away.

There are many reasons why we need to produce and consume less. As a fashion professional, why is craft key in slowing things down and building a more just and green world? 

As a person with a textile background and an interest in the history of clothing, I appreciate the work that goes into hand-weaving cloth and making the garments we wear. I am dismayed and appalled at how disrespectful we are of the work and resources that go into every piece of textile and article of clothing, and I hope that this fashion show will have changed just a few perceptions about fast fashion and inspire people to be more mindful of the true value of what we wear.

Indilisi would like to thank Clem and her team for their amazing work. Visit Clem Short Couture - www.clemshortcouture.com