We spoke with Annabelle Azadé, Annabelle Azadé, the founder of ‘Wear the Future’, which is the first sustainable and innovative editorial fashion agency on the West Coast. WTF helps conscious brands expand their business, by getting the clothes seen on some of the most ‘in’ celebrities of the moment. They also share the clothes on their online marketplace.
What made you want to start a sustainable fashion agency?
Although the press industry is radically changing (more than 4,000 media outlets have disappeared in the US over the past ten years), I do believe media outlets still play a crucial role in the fashion industry because they are the highest point of credibility for endorsements.
What would you say is the most challenging aspect about being a sustainable fashion agency? Do you about being a sustainable fashion agency? Do you come across any difficulties within your processes or come across any difficulties within your processes or the people you work with?the people you work with?
I need to double check that brands are all sustainable 100%from A to Z. Vegan brands for example, I need to make sure the glue they are using is not made from fish (most of the glues are, but people don’t know about it), I make sure everything is made locally, I need to make sure they follow a strict ethical line. It is not easy, quite often designers don’t understand the full meaning of it.
How do you solve these issues?
Clear communication and education, one of the main reasons why I’m a mentor at Bloomingdale’s Incubator.
How do you feel about fast fashion brands? How do they affect what you do?
Fast Fashion doesn’t have the same audience, so it doesn’t really matter. It feels like people who are fast consuming are not aware yet, but I think part of my job is also to help people transition. I have helped influencers and brands transition to responsible ways of being, which really does help.
What projects are Wear the Future currently working on to promote sustainability?
We are working on a second edition of Digital Cruise along with major key partners in the industry, it’s a video game, a non-profit and a huge fashion incubator in the US.
How do you see the future of fashion?
The Future of Fashion needs to go hand in hand with education and teaching consumers on why we need more respect for ethical issues in the industry.