This brand is now only making dresses to order to avoid waste

Even though the sustainable conversation has been going on for years, there is no doubt the global pandemic has been the catalyst for a change of pace in the fashion industry.

Designers such as Gucci have called for a slower pace, while Lost Stock is preventing clothing going into landfill.

Now cult London label KITRI is doing its bit to avoid waste, by launching its summer collection on a made-to-order basis only.

According to the brand, the new pre-order functionality is a 'way of thinking which will minimise waste, surplus stock and create an equilibrium between supply and demand'.

This means new pieces are released in strictly limited runs, which allows KITRI to gauge customer reaction and demand without over producing.


It's also a great way for the brand to gauge what customers really want, and it can adapt to demand by creating a slightly extended run for example, if a dress is such a hit that it creates a waiting list.

In another sustainable move, the label's new summer collection was shot at home on influencer Jessie Bush, and there is no doubt the styles will be as popular as ever.

Think puff-sleeve dresses with shell buttons, gingham off-the-shoulder styles and vintage-inspired floral blouses.

Designer Haeni Kim had to adapt her collection quickly following the Covid-19 crisis. She said, 'When it became apparent that summer as we know it was going to be a lot different this year, we set about editing the collection with our ‘staycation’ activities in mind. Rather than building a holiday capsule wardrobe, our focus is on feeling comfortable at home, while also evoking summer and making ourselves feel special during a trying time.'

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.