Fashion influencers used to be all about gushing over newly produced fast-fashion items and showcasing “hauls” - so it's no wonder that they've often been seen as the antithesis of sustainability. But as conversations around durability, overproduction, and workers' rights has permeated the fashion industry more and more, the significance of ethically minded voices online has grown.
By Sascha Camilli: writer, speaker, activist, and vegan fashion expert.
Today's ethical-fashion influencers are more likely to show off second-hand fashion finds than a “haul” from a high-street brand, and they are often just as savvy about injustices in the industry as fashion professionals are – if not, at times, even more so. We scoured Instagram, TikTok and YouTube for the names and faces to follow right away.
Venetia LaManna @venetialamanna
A vocal campaigner for fair pay in the fashion industry, Venetia LaManna also hosts All The Small Things, a weekly interview podcast where she speaks to inspiring people about everything from the climate crisis to mental health. Follow her for scathing take-downs of fast-fashion brands that exploit garment workers.
Michelle Lynn @harmfreefashion
Unexpected pattern and texture combinations and on-trend outfits that belong on a street-style page: Michelle's fashion-forward feed is coveted by thousands of followers due to its stylish content. But each outfit on the page is 100% vegan, and many are also second hand. Get ready to hit “save” on every post.
Noa Ben Moshe @style.withasmile
Israeli expat Noa is based in Germany and shares stylish posts on vegan living and material innovation – her chic photos and reels make vegan fashion look like the hottest thing in town. Frequently collaborating with upscale sustainable brands, Noa has also worked with Collective Fashion Justice on a series of informative graphics about ethics in the fashion industry.
Aditi Mayer @aditimayer
Described by VOGUE as “the sustainability activist decolonising fashion one Instagram post at a time”, Aditi Mayer is a photojournalist and labour rights activist making her voice heard on topics such as worker's rights, deforestation, and other social-justice aspects related to the fashion industry.
Besma Whayeb @besmacc
Brighton-based Besma is the founder of Ethical Influencers – a coalition of influencers changing the industry from within. She also blogs about planet-friendly living at Curiously Conscious, where she brings up topics such as whether leather is sustainable and the problem with “clean beauty”, among other topics.
Marta Canga @martacanga
If you're curious about anything from sustainable skincare to easy-to-follow everyday plant-based recipes, the Marta Canga is your girl. This Spanish-born, London-based influencer shares upbeat videos and tips that make sustainable living seem a breeze.
Sarah King @grandermarnier
Freelance writer Sarah King's work has appeared in Refinery29 among others – and her words on ethical shopping and animal-free materials are always both immediate and thought-provoking. She also recently launched a YouTube channel, Grandermarnier, which guides its viewers to sustainable vegan fashion purchases and more.
Nicole Whittle @veganbeautygirl
Her bio reads “sustainable living, but fun” and Nicole certainly is living that ethos. An expert in reviewing vegan and cruelty-free beauty brands, she also gives tips on vegan restaurants, events, and more. Her feed is vibrant and playful, which is why her TikTok channel has attracted more than 75k followers.
Emma Slade Edmondson @emsladedmondson
A fantastic voice for secondhand fashion, Emma is the founder of @charityfashionlive, which recreated fashion week catwalk shows with items found at charity shops. Emma also frequently speaks and writes about the mixed-race experience, through her podcast Mixed Up, and in national and international press. She has been featured in Grazia, Forbes, the Guardian, the Telegraph, and more.
By Sascha Camilli
Sascha Camilli is a vegan fashion writer, speaker and activist. Her book Vegan Style is out now on Murdoch Books. For more about Sascha, you can read our interview with her. You can also follow her on Instagram, Twitter and LinkedIn.
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