Elena antoniou

PR & Comms Guru, Co-founder of Mighty Good Undies

Do you have a love story in your wardrobe?

I have many love stories in my wardrobe – in fact hundreds and hundreds, probably too many.  But the one that I really love is a recent antique find from Adelaide found at an antique market that was a treasure trove of the most incredible things. I bought this old Japanese wedding kimono  -- it is absolutely glorious. With gold embroidery – the detail and the work in that is just spectacular, so I hope to hang that on my wall. That’s how much I love it.

Question: What’s one tip you live by to extend the life of your clothes?

What I do a lot of the time is spot cleaning, and putting things in the sun.  That actually cleans so much so that you don’t have to put it in the washing machine.

Question: What’s your rule when buying clothes for yourself?

I try never to buy new anymore … that’s meeting you Tim [Elena’s husband]…. That’s your fault! Either it is proper vintage or second hand or consignment clothes, but I try really hard not to buy anything new anymore.

With ethical fashion, the way it is at the moment it is really complicated – so it is very hard to have traceability [in the supply chain].  The best benchmark we can use is certification – proper certification. Fairtrade and organic certification is the gold standard. Be really weary of where your clothes come from by asking the manufacturer and looking at the label.

The average British woman hoards the equivalent of 22 outfits each that are left hanging in valuable wardrobe space, or, £30 billion of unworn clothes.
— FashionRevolution.org