And the answer to the question why we should start investing in sustainable luxury fashion
'Capsule Wardrobe' - have you recently stumbled upon this term more often without knowing what it actually means? In this article we explain the simple concept behind it. We look at why it is more relevant than ever - and what climate change, sustainability and a sense of luxury have to do with it.
The capsule concept and slow fashion as the (anti)trend of the hour
Why complicate things when they can be done simply? That's what London boutique owner Susie Faux thought back in the 1970s - in reference to the common morning question: "What should I wear? She was the first to establish the term "Capsule Wardrobe”. The idea: instead of an overflowing wardrobe, rather relying on fewer pieces which can transcend seasons and trends, and which can be combined effortlessly with each other as desired. Suitable for various occasions, from a business meeting to a private birthday party.
A thought that has always made sense - but seems to be more relevant today than ever.
Why? There are three reasons:
1. We no longer want fast fashion
A growing awareness of our environment and the knowledge of how much we are endangering its continued existence are now shaping our purchasing decisions. There is a shift in our lifestyle to a more mindful and value-driven attitude. We don’t only have the images of ever-growing mountains of packaging waste in our minds, but also those of "disposable fashion" - worn for one season and then sorted out because it is no longer in fashion or already worn out. Or: (over)produced in masses and never ended up in the shops because the demand has changed. On top of that, we are aware of the often disastrous working conditions of people working in production for international fashion chains. For many of us, this leads to the desire to no longer be part of this cycle - or to change it in a positive way.
2. The 'Bleisure' trend
'Business' and 'Leisure': Video conferencing in our own living room and telephone calls on the way to the daycare. Our business world has changed drastically in recent years. The rooms in which classic business dress codes still apply are becoming fewer and fewer. At least since the corona crises, home office has become part of everyday life for most of us. We now take part in meetings that used to take place in the company's meeting room via video call in our own living room. Parents who have just had a client meeting are standing on the playground with their children half an hour later. Consequently, our willingness to invest money and space in ‘on occasion wardrobe only’ is diminishing.
3. Corona crisis as a catalyst of consciousness
The Corona crisis has not only accelerated the above points, it has forced most of us to pause. It has forced us to reflect on what really matters. We have also often become aware of how many unnecessary things and questions we have been bogged down with in recent years. What long-term effects this may have on our purchasing decisions and our everyday lives has been analysed by the globally renowned trend forecaster Li Edelkoort - read more in this exciting article on Elle.de.
Versatile and noble, not monotonous: Timeless fashion as a worthwhile investment
'We will put more emphasis on quality and beauty. And we will buy less clothing in the future but select more carefully and invest in quality and luxury'
This is Edelkoort's prediction regarding our relationship towards fashion. A premise that not only fits perfectly within the concept of the Capsule Wardrobe, but even takes it to the next level: Namely from pure reduction to luxury.
A principle that Hanna Greis, the founder of Setery, has also adopted. For her, the perfect capsule outfitting involves much more than just evergreens like the often-mentioned white T-shirt or black blazer:
"Our capsule wardrobe is not basic."
Every piece is special and should ideally be something that you do not already have in your closet anyway. It should be classic, pieces that can be layered, something you can wear for a long time while enjoying its contemporary design.
"In our case geometric, straightforward and 'grown-up'. And yet changeable for every occasion."
Classic and versatile, but with that 'certain something' and a touch of luxury - a good example is the top 'PANIA' from the Setery maru Capsule Collection.
A convincing answer to the common question: What will I wear to work tomorrow?
'Before I founded Setery, I worked in the classic office and business environment. I found it anything but easy to pick the right outfit from my wardrobe,'she explains.
"I wanted a wardrobe of effortless elegance - every piece a favourite, suitable for every occasion for a good feeling all day long."
That's how she came up with the principle of the Capsule Wardrobe - and the ambition to design it in a way that does justice to the diversity of working women and their lifestyles. Right from the start, Hanna's goal was to create sustainable and at the same time luxurious fashion with Setery. That is why not only the materials used for Setery's seasonal collections are sustainable, natural and vegan. It is also the production itself, which is currently located entirely in the Bavarian Forest.
Carefully selected materials ensure that Setery is comfortable to wear in two senses: the fabrics feel luxurious super comfortable on the skin. But luxury is also the good feeling of having made the mindful decision to invest in a favourite piece that you will enjoy for much longer than just one season...
View the entire Setery Capsule collection