Fashion
Jul 23, 2021
by Sidney Pacampara
PARO Store Highlights Independent Sustainable Designers for SS21 “Re-Awaken” Lookbook
by Sidney Pacampara
Jul 23, 2021

As COVID restrictions continue to ease up, despite news of a recent rise in cases and the Delta variant, a sense of “re-opening” is among us. Venturing outside seems to feel just a little “normal” again. This new perspective is what many brands are taking for this spring/summer season with an emphasis of finally being together with friends and family.

Amsterdam-based global retail platform PARO STORE is no different as it celebrates these “mixed emotions and energies” and the “strange sensations as we adjust to a world that feels different” in its SS21 “Re-Awakenlookbook. This photo editorial highlights collections from its community of independent, sustainably-focused designers for the current season.

paro store brands spring summer collection re awaken lookbook kerriih viron harem london par cielle auor sonia carrasco sustainable eco brands Eily O Connell Eleanor Williams Aniela Parys We Found It Studio edo goods Sinobi footwear clothing fashion shoes editorial
PARO Store

The store was founded by Ruth Sutherland and Zoe Patience in 2020 in order to promote a more positive and informative side of fashion and retail.

PARO’s campaign video and lookbook – shot by Mr. Bradford, directed by Leo Cosme, composed by Leonidas Diamantis, and with junior creative support by Catalina Biemans – feature designers and brands that bring a more brighter and bolder outlook to our wardrobe. This includes:

PARO has a strong commitment to helping customers discover new and emerging designers who are shaping a new, necessary, and sustainable side of the fashion industry. Its approach boils down to “good design, that’s good for the world.”

In order to bring this to life, the store’s curation of product revolves around nine “good design codes.” As each brand tackles specific issues in its own ways, PARO’s design codes help customers pinpoint what exactly is the brand’s focus when it comes its Earth-friendly project. These codes are transparency, artisan work, people empowerment, eco-friendly, vegan, organic, circular, resource and emission management during production, and products that are locally-sourced.

paro store brands spring summer collection re awaken lookbook kerriih viron harem london par cielle auor sonia carrasco sustainable eco brands Eily O Connell Eleanor Williams Aniela Parys We Found It Studio edo goods Sinobi footwear clothing fashion shoes editorial
PARO Store

Go through each piece featured in the SS21 “Re-Awaken” lookbook on PARO’s site and you’ll see the codes included in each product page for easy reference. As the store states, “Every brand harnesses craft, innovation and creativity to place sustainability at the centre of their design process, helping to preserve the world for future generations to explore.”

Shop the SS21 “Re-Awaken” lookbook now via parostore.com. Act fast as some items are currently sold out or currently available for pre-order.

In other fashion news, lululemon and Lanzatech unveiled the world’s first fabric that uses recycled carbon emissions.