New Monsoon campaign focuses on retailer’s origins
It’s another case of fashion going back to the future. This time womenswear retailer Monsoon is attempting to evolve by turning back the clock.
The latest mailer from Monsoon’s ‘Back to Origin’ campaign is landing this week. Set in London’s Portobello Market and surroundings, the collection is the next phase of the brand’s return to its roots campaign which celebrates Monsoon’s “heritage, craft and commitment to sustainability and ethical trade”.
It’s born out of a “bohemian adventure” set almost 50 years ago. The very first Monsoon collections, “made with artisanal craftsmanship, beautiful fabrics and a timeless bohemian style”, were brought back to London’s Portobello market from the creative and artisanal communities its founder encountered across the world, we’re told.
Now, Monsoon is again visiting “like-minded countries and cultures that inspire its product today”. Its new collections are crafted by artisans and suppliers, with whom Monsoon has “strong, ethical long-term relationships”.
Over 80% of Monsoon’s suppliers have worked with the brand for over 10 years and it has worked with many across three generations.
And the latest move advances the brand’s sustainable credentials. Monsoon. which is a founding member of the Ethical Trading Initiative, says that by 2023, over 95% of all its cotton will be organic or recycled. Meanwhile, all of its synthetic fabrics will be recycled or from more sustainable sources.
“We pledge that 90% of the range by 2025 will have a sustainable element, with 10% of the entire range being hand crafted”, it stressed.
