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Brand to Know: Attire The Studio

Sustainability has been the talk of the town of late but few industry players are as committed to the cause as Instagram "It Girl" Xenia Adonts.

Does the world really need another clothing brand? The question hung heavy on the mind of Instagram “It girl” Xenia Adonts as she contemplated starting her own label in 2018. A quick survey of the social media landscape will have you know that it is a natural career progression for influencers to segue into design roles at their own brands. Counting a good number of years in the industry now, Adonts was completely aware of the saturated marketplace and all the more adamant about her label not just being another influencer-led project.

“I was always frustrated that there are so many brands out there that sell very overpriced polyester to their followers. I wanted to create value not only for customers but also for the environment and the future of fashion,” shares Adonts over an email correspondence. These lofty ambitions laid the foundation for her less than a year old label, Attire The Studio. As its name suggests, Attire was conceived from the idea of building a timeless wardrobe independent of trends. Luxurious knit turtleneck sweaters, artfully constructed wool coats and silk satin blouses that cascade down the body – it is everyday wear that is anything but basic.

“My mom has the best style but the smallest closet. She wears designer pieces she bought 10 to 20 years ago and she is always so proud of the history those pieces carry. This is also what Attire is about: buy fewer but high quality pieces that will last for a long time,” she says.

At Attire, clothing is sustainable in more than one sense of the word. Beyond wearing well with time, the pieces are also entirely made from natural and biodegradable material. You also wouldn’t spot a trace of plastic in the packages you’d receive these items in. While sustainability may have been the buzzword of 2019, it for the most part remains as lip service save for the commitment of industry game changers like Adonts.

In the grand scheme of things, Attire tests fashion’s bad rep for it’s frivolity, proving that there is an alternative manual to making clothes. Adonts considers transparency, sustainability, ethical production and quality of design as the brand’s four pillars. And so far, she has checked all the boxes.

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