Modavanti – Sustainable Fashion Boutique Tthat Changes Perception On Sustainability

Derived from the Italian words ‘moda’ and ‘avanti’ (“fashion forward”), is a new online shopping destination for contemporary sustainable fashion. They produce eco conscious, energy efficient, fairly traded, organic, recycled vegan hand-made pieces. Whilst being sustainable and eco-friendly, Modavanti also manages to produce clothes that look fashionable and edgy. “Our mission is to promote the sustainable fashion movement by building an active community around a curated and social shopping experience”, claims Adam Clancy, director of operations at


Mission of

I have always thought that mission is something what companies would simply write on a piece of paper and would put it in a drawer afterwards, not really thinking what comes next. Especially if those companies happen to be working in a fashion industry, and if they claim that they will try to become a little more “green” and “sustainable”. Since style is supreme in a fashion industry, it could seem a little controversial to introduce a sustainability term in an industry where new trends are being presented nearly every day. According to Samata Agel, who wrote a brilliant article on how Sustainable fashion has to be design-led, ethical companies have to recognize the importance of design while focusing to make sustainability a trend. ”Sustainable fashion absolutely has to be design-led. In order for sustainable fashion to have an impact, it is critical that shoppers feel like they do not have to sacrifice style for sustainability. And that’s what has set out to achieve – the biggest compliment we get is when people tell us that we look like a “real fashion store”. No longer will you have to choose style over sustainability; at you can look good AND feel good”, says Adam Clancy.

sustainability badges

After looking at offers one could quickly realize that sells clothes that are heavy on sustainability but light on style. They manage to involve environmentally conscious shoppers into one community, where they share newest inspirational ideas on clothing as well as sustainable consumption consequently inspiring conscious consumers to purchase sustainable fashion. “Sustainability means different things to different people and that’s reflected in our site and in our 8 sustainability “badges”. The sustainability badges empower our consumers; rather than us declaring what sustainable should mean, we let our customers decide for themselves what matters to them. For us, sustainability covers two broad areas – environmentally friendly and ethically sourced. The fashion industry is incredibly wasteful and has a poor record when it comes to labor rights, and by starting we want to reduce waste and improve the lives of the workers behind the clothes”, Adam explains.

The way they do (and will do) it  was born out of our desire to make a social impact through business. The company is said to be more sustainable than an average retailer, and more fashionable than average sustainable retailer. Even though the core of company is sustainability, yet is done with a fashion-first mindset: the clothes have to look wonderful, the design of the site has to be visually compelling, and they explain and educate, without being preachy, why Modavanti’s clothes are sustainable and how that is helping the environment and the workers behind the clothes. With 21 different brands and a clear mission to change fashion industry into a sustainable one, combines what’s good with what’s new in fashion. Besides, on one can browse among different designers and products, trying to match it with the needs as well as “badges”.

“We are actually in the process of introducing dozens of new designers. By the end of April you will see a much different range of prices on Our aim is to become the premier destination for sustainable fashion, and we want to be able to attract both a luxury customer and a contemporary customer”, says Adam Clancy.


Viktorija Gorcakovaite

Hey! Welcome to my lifestyle blog. I write about healthy vegan lifestyle, inspiration, happiness, food and traveling. I'm dedicated and passionate about living a happy, healthy and fulfilling life - and I document my way in finding how to be the happiest and healthiest I can be.

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