Artisans in Fashion: Edwin X Natural Dyes

In response to pressing environmental issues, the fashion industry is witnessing a shift towards ethical dyeing processes, looking to ancient practices such as the use of natural dyes made from food waste and botanicals as a solution. This campaign aims to highlight Edwin’s ongoing commitment to sustainable and ethical production methods, while raising awareness about the brand and the craft of pigment making. The project proposes the release of an artisanal naturally dyed women’s denim capsule collection, promoted utilising an omnichannel strategy through in-store events and digital media to align with Edwins current approach.

Trend Prediction: Girlhood, Pastels & Natural Dyes

Fuelled by the Barbie hype, the girlhood aesthetic embraces all things feminine and romantic spotlighting baby pink. As Spring approaches this aesthetic blends with cottagecore to create whimsical silhouettes showcasing florals and pastel shades. According to WGSN’s AI colour prediction tool, dusted pastels are a key colour mix for 2024/25 (McCarthy and Chant, 2024). This trend relates particularly to denim washes coloured using natural mineral dyes that produce muted ‘gelato’ tones (Draffan and Ajimal, 2023; Draffan, 2024). This theme is perpetuated by the shift to responsible denim colourants through natural dyes and pigment sprays.

The Collection