Despite the importance of what they represent, the buzzwords used when talking about sustainability in fashion tend towards the sexless: to this point "circularity"and "upcycling" haven't garnered quite the same allure as "glamour" and "luxury". For 3am Eternal, the brand founded by sisters Caitlin and Emily Price, these concepts needn't be mutually exclusive. Launching their SS22 collection at Copenhagen International Fashion Fair today, "sustainability" is a source of inspiration to the designers rather than dour corporate greenwashed box-ticking.
The brand takes their shared experience with vintage buying and designing (Caitlin Price is a London Fashion Week staple and veteran of Fashion East) to source garments as though they were raw textiles, remaking them into contemporary, original pieces. This isn't garden-variety make do and mend, but applying a couture eye to pre-existing material. With an aesthetic that pays homage to those truly sensational moments in fashion history; think the cast of the 1980s Dynasty taking a champagne tea at Versailles while listening to acid house, 3am Eternal are creating one-off pieces that combine quality making and genuine recycling into garments that you would actually want to wear.
In an era of big labels talking a lot about ecological initiative, this brand is actually taking one- not dancing around the topic of consumption, but addressing the reality head on. For many people, the thrill of a new garment feels good, something 3am Eternal gets and is using their knowledge and skills to address. The result is collection of ruffled-edged pantsuits and candy-coloured party dresses dripping in pearls that make us believe we can have our fashion cake and eat it too, without shutting down the party on earth in the process.