Swedish EcoChic Design Award nominee Amandah Andersson doesn't think it’s fine to produce a lot of crap on the other side of the world. Instead, consumers should be more rebels against the market.

In this year’s edition of The EcoChic Design Award – the world’s most comprehensive sustainable fashion design competition – a Swede with wishes to “question views of the outer shell and the inner content of a human body” stood out. Amandah Andersson wants to produce and present her fashion in a different way.

– The norm today is about that we so easy accept and think it’s fine to produce a lot of crap on the other side of the world. We think it’s fine to ship it all over the globe, to use too much energy compared to the prize and to put a lot of chemicals in other peoples daily surroundings (and bodies!). I feel it’s quite a hard thing to challenge, of course, even if it’s just as stupid as it sounds. And I understand why this is a way to work it out – it’s SO cheap! But do we really need to produce things in such a big quantity? Of course the big brands need to, they can afford to risk not selling everything and then change the order for next season (which is a waste of work, fabric and money, of course). But as a small brand I would like to challenge the customers view of buying perfectly multi produced products and also see what happens when creating new forms of presentations, more based on psychological facts with deeper messages. My first goal is quite concrete – to produce the biggest part of the collections in Sweden, in different kind of collaborations.

What can we expect from your brand AMA AWE?

– AMA AWE is about creating new dimensions, utopias and reflections of dystopias. It’s an eclectic brand with a lot of things to process before a clean image will be shown – just as the psychological body of humans and nature. AMA AWE is an explorer, exploring both very concrete things as “how to make this in the most sustainable way, and if we can’t, how to make it almost in a sustainable way” but also things very connected to our psychological body as sexuality, dreams, identity, behavior, love, life, nature, and so on. The practical, intuitional and theoretical comes together.

What can the fashion industry do to catch the general public’s attention when it comes to consuming more consciously?

– I think the most interesting part to work with when it comes to consuming is the behavior of peoples minds and actions. Why do we consume, who told us so, why do I buy what I buy, why did I bought as many as I bought? I think the consumers should be more rebels against the market, haha! Actually, I think it’s a lot up to the consumers to think one step further when it comes to fashion and consuming. We should say no to the manipulating game we’re just accepting, and look for better options! One thing I also think is very important is how fashion is communicated to the general public. I mean, the ones who works in fashion is quite nerdy about it, and knows a lot of the whole system behind it, but the big mass has a very weird and shallow view of fashion. Maybe it should be a school subject, students could learn about the fashion industry in early classes to be more conscious about the consuming and how it affects the whole society.

How did the EcoChic nomination come about? What are the pros and cons with participating?

– At first I wasn’t about to apply at all. I was interested in sustainability and mainly in the fashion industry, but I felt like I didn’t had enough knowledge about it to participate in a competition that was actually based on the subject. But after a while I had an idea about the concept for the collection and saw the competition more as a chance to get to learn more about sustainable fashion, more than being an expert from the beginning. It was also a way to challenge myself and my ideas, which I think is quite important for all kind of persons in different creative fields.


What’s your eco fashion prediction for the fall?

– Well, as we all know, the 70’s is back, in a modernized way. And to work with old fabrics in different kind of collage techniques, as patching and layerings, feels very interesting when it comes out in new creations. I hope people take this as an opportunity to really go through their old wardrobes and just going crazy with the scissor! Patching, patching, patching!

Visit www.amandahandersson.com.
And soon, www.amaawe.com
And, of course, EcoChic Design Award.

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