Sustainable Fashion’s New Guard
By Flawless Magazine
A quiet revolution is reshaping the fashion industry. At the heart of this change is a new wave of designers who aren’t just talking about sustainability — they’re building their brands around it. These creatives are pushing beyond greenwashing and buzzwords, redefining what it means to be responsible in fashion. From championing artisanal techniques to transforming waste into high-end design, here are the names rewriting the rulebook.
1. Priya Ahluwalia – Circular Storytelling
British-Indian designer Priya Ahluwalia has made waves with her namesake label, Ahluwalia. Her collections celebrate her dual heritage while tackling the fashion industry’s waste crisis through upcycled materials and circular practices. With a design language that fuses 90s nostalgia with cultural specificity, Ahluwalia proves sustainability can be joyful, stylish, and deeply personal.
Photo by Courtesy of Priya Ahluwalia
2. Marine Serre – Futurewear from Waste
Known for her iconic crescent moon motifs, French designer Marine Serre is a vanguard of sustainable luxury. Her use of deadstock fabrics and repurposed garments sets a new standard for creativity under constraint. Serre’s dystopian aesthetic blends technical innovation with radical responsibility — each piece a meditation on the future of fashion.
3. BETHANY WILLIAMS – Social Sustainability
London-based Bethany Williams believes sustainability must include people. Her collections are created in partnership with social initiatives — from women’s shelters to rehabilitation centres — and use recycled and organic materials. By embedding social value into every step of the production process, Williams models an ethics-first approach to fashion.
4. KEVIN GERMANIER – High Glam, Low Waste
Swiss designer Kevin Germanier is rewriting the rules of glamour. Working with discarded beads, sequins, and off-cuts, he transforms trash into treasure — dazzling designs that light up runways and red carpets alike. His maximalist style challenges the idea that sustainable fashion must be minimalist or subdued.
5. Sindiso Khumalo – Heritage and Handcraft
Cape Town-based designer Sindiso Khumalo builds sustainability into her brand through heritage, handcraft, and storytelling. Her work highlights the power of artisan-led production and often collaborates with NGOs to empower women in Africa. Khumalo’s collections celebrate African identity while challenging the colonial legacies of global fashion.
6. Gabriela Hearst – Quiet Power Moves
As creative director of Chloé and founder of her eponymous label, Gabriela Hearst is championing regenerative fashion at the luxury level. From using biodegradable fabrics to carbon-offsetting her runway shows, Hearst demonstrates that scale and sustainability need not be at odds. Her leadership signals that change can come from the top.
Models walk the catwalk at Gabriela Hearst SS23 in New York
7. Connor McKnight – Reinterpreting American Fashion
New York designer Connor McKnight blends utility, storytelling and sustainability. His work deconstructs classic American silhouettes using locally sourced deadstock and repurposed textiles. With a background in archival research and editorial work, McKnight designs through the lens of Black identity and contemporary culture.
Flawless Insight
These designers are proving that fashion’s future isn’t just sustainable — it’s expressive, culturally rich, and deeply rooted in values. They reject the false binary between aesthetics and ethics, offering a vision of style that reflects both individual creativity and global consciousness. In doing so, they’re not just designing clothes — they’re crafting the blueprint for a better industry.
