Sustainable Styling on the Pure London Catwalk AW2020

This year I took to the mainstage to share my sustainable styling message via a live session and catwalk showcasing men and women’s looks.  My message to designers, buyers, and consumers was simple: “Change comes with a lot of mistakes. Building a sustainable wardrobe is a journey, not a final destination.” 

The reason why Pure London is such an important platform for me is that our current rate of fashion consumption is staggering – and it’s only going up.  By 2030 global apparel consumption is projected to rise by 63%, from 62 million to 102 million tons – that’s more than 500 billion additional T-shirts! It’s so important that consumers, brands, and businesses consider sustainability. My session was designed to inspire people to think about how to re-use, recycle, reinvent and style things in multiple ways. I truly believe that we can be part of the solution, not the problem.

See below for more information on each brand that was featured in my live styling and catwalk show at Pure London on 10 February 2020.

SEO Alt text: Models Dan Pontarlier and Amanda Sarco Styled By Roberta Lee, Pure London Runway Feb 2020 | Conscious Fashion Brands
Brands featured: Framiore (blue trousers), Esfera (black dress), Jeenaa (black bag), Agrajain (denim jacket, silver skirt). Shirt: EBD brand – The White T-Shirt Co. Shoes: models’ own. | Photographer: Edna Lewis – IG @eddnalewis

 Sustainable Styling

Roberta Lee | Pure London Stage 2020 | Sustainable Fashion | Catwalk
Photographer: Edna Lewis – IG @eddnalewis

I really enjoyed getting creative with some sustainable looks for men and women this year. I felt it was important to get back to the basics and showcase everyday looks that ‘real’ people wear in everyday life! Runways are often like art galleries, beautiful pieces you admire in all their glory but you can’t quite imagine the pieces in your own wardrobe.

Of course, I left the statement dress with big shoulders until last! We all need that showstopper piece.

I’ve published 2 more blogs that feature all of the looks (See below)



Photographer: Edna Lewis – IG @eddnalewis


10 simple things you can do to transform your style 

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Brands featured in the Roberta Style Lee Catwalk :

It’s worth mentioning that these brands are not EBD approved and whilst I always try to support brands with extremely strong ethical credentials – when at Pure London I am limited to the brands that are exhibiting.


Agrarian is a contemporary Sustainable Fashion Couture House based in Agra, India. They believe that every piece of fashion is also a work of art. / IG @agrajain

Ethics & Sustainability Policy on Website?
Kind of…they have ‘Our Story’ and ‘Sustainability & Peace Silk’ which give an overview of how they obtain silk in the most humane manner possible.

Aristocracy London

Aristocracy London creates limited edition 3 piece men’s suits that can be dressed up or down. / IG @aristocracylondon

Ethics & Sustainability Policy on Website? NO, but their website does say:

The environment

  • We acknowledge that the fashion industry is a significant contributor to pollution and we seek the most sustainable solution in each business decision we make
  • We are thoughtful in the use of resources. For example, our packaging box is reusable and recyclable and our tissue paper supplier plants a tree for every order we place
  • Despite the global character of fashion, we actively try to reduce our carbon footprint and will minimise air travel where possible


FRAMIORE is a womenswear label that focuses on sustainability. Clothes are made from fabrics including Tencel, cotton, hemp and bamboo. IG @framiore

Ethics & Sustainability Policy on Website – Kind of… – in the ‘About’ section they outline their commitment to ‘environmentally-friendly processes and ethic production principles throughout the supply chain.’  


Esfera creates eco-friendly fashion for people & the planet, with romantic ’70’s vibes’ perfect for the summer and festivals. IG @esfara_uk

Ethics & Sustainability Policy on Website – YES – They have a detailed ‘Sustainability’ section which talks about:

  • Fabrics
  • Offsets
  • Packaging
  • Traceability
  • Clothes rental
  • Sustainability stats


JEENAA – is a new, independent British brand dedicated to women’s bags. ‘Jeenaa’ translates ‘to live’ in Punjabi. Working for women to live in style and ambition. IG @jeenaaofficial

Ethics & Sustainability Policy on Website – Kind of…Hidden away in the ‘About us’ section they say their permanent collection is a step towards a long-lasting wardrobe – encouraging women to ‘repeat your bags’. And they outline their ‘sustainability and ethical values’.


Snide’s menswear items are designed and produced ethically and tailor-cut. Their UK-manufactured polo shirts 100% organic cotton and are knitted in a traditional fabric mill in the heart of England, dyed using eco-friendly methods, low azo dyes, and minimal water – and GOTS certified. / IG @snidelondon

Ethics & Sustainability Policy on Website – NO, but their website does details about their product on the about page and they have a ‘Modern Slavery Statement’ which outlines a commitment to a transparent supply chain.

The Shirt Company

The Shirt Company produces a broad selection of classic white shirts, a true wardrobe staple. Unfortunately, they have very little information about their products, how they are made if they plan to switch to organic cotton. IG @theshirtcompanylondon

Ethics & Sustainability Policy on Website – NO

This year was a team effort and I owe a MASSIVE thanks to Dan Pontarlier and Amanda Sarco (my gorgeous models), Natasha Thornton a 2nd-year student from LCF (MUA) and the amazing Dayna Welch and Khadijat Opeloyeru (backstage assistants) – who helped me pull everything together over the 2-days! Without them, I would have been lost – this was such a complex session to pull off with just 1 day to rehearse!!

SEO Alt text: Models Dan Pontarlier and Amanda Sarco | Assistants Dayna Welch and Khadijat Opeloyeru | Hair and Makeup Natasha Thornton | Pure London Team Feb 2020
Left to Right: Male Model Dan Pontarlier | Assistants Dayna Welch and Khadijat Opeloyeru | Hair and Makeup Natasha Thornton | Female Model Amanda Sarco | RSL Pure London Team Feb 2020 

Photographer: Edna Lewis – IG @eddnalewis