The Australian Brand Pioneering Sustainable Elegance

There’s no two ways about it: the future of fashion is in the brands and designers who are championing change. Over the past year, the fashion industry has (finally) started to undergo some profound self-examination, and – from models’ rights to diverse representation – transparency appears to be the only way forward.

Conversations about the environmental and human cost of fashion have become synonymous with modernity and now a brilliant array of brands are evolving sustainable fashion from hemp-heavy bohemia into chic, refined clothing underscored by progressive production methods. Kitx is one of them: an Australian label founded by Kit Willow, which proclaims its founding intention is “a spirit of kindness, integrity and transparency,” and which is committed to minimising its impact on the world we live in. But beside that, the clothing itself – which has now launched at Selfridges with a 10-piece capsule – is remarkably compelling – you no longer have to make a choice between shopping ethically and looking however you please.

“It’s not about my customer going, ok, I’m just going to hunt down a sustainable brand and buy it whether I love it or not,” explains Kit. “She loves to look good, feel good and be empowered through the clothes she wears. After all, fashion is so sensual; it’s on our skin… And it is totally reliant on the earth and its creation.” Think slinky bias-cut slip dresses formed from organic silk; fringed detailing crafted in collaboration with a Bengalese collective; wool-blend blazers fastened with corozo nut buttons.