Rani Jones

If you like the idea of ethical fashion but find that much of what’s on offer simply doesn’t cut the mustard when it comes to wearable style-led pieces then give three cheers for rani jones, the brand new label with a conscience that’s set to shoot straight to the top of your wish list.

The brainchild of design duo Rani Patel and Lucy Jones, who met while working together at the same company after both graduating from the London College of Fashion, rani jones ticks all the boxes when it comes to social responsibility, eco fabrics and ethical business practice, not to mention an emphasis on slow fashion. But the team haven’t forgotten the ultra important business of designing must-wear clothes. Their decidedly fashion-forward debut collection, entitled Blocks, draws its inspiration from geometry and Brutalist architecture. The results? Strong shapes and clean lines we can’t get enough of. The panelled dresses in eye-popping brights, jackets with very now Samurai-style shoulders and a gorgeous layered mac are all sure to be hits, not to mention the right-on-trend leather clutches with chunky zips.

So what gives the label its eco friendly credentials? Nearly 70% of the collection is made from ethically sourced and sustainable fabrics such as organic cotton, eco-baby Nappa leather and bamboo mixes, and the whole lot is made in factories in North and East London – so no there’ll be no air miles on your conscience. Rani and Lucy even make sure they recycle everything in their studio. Frankly we’re just thrilled that someone has proved that luxury fashion really can be green.

The debut rani jones collection will be available online at www.ranijones.com and from 2nd February.eco-friendly clothes boutique www.fashion-conscience.com

By Emma Sells