Best sustainable fashion brands - Harper's BAZAAR
Our guide to the best sustainable and ethical fashion brands so you can look good with a clear conscience.
Amanda Navaian's dual heritage
House of Marici is an accessories brand working to create environmentally conscious alternatives to luxury leather handbags. Aptly launched on World Earth Day in 2020, its founder <anchor>Amanda Navaian's dual heritage</anchor> shaped her passion for environmentalism, after growing up in Sweden and frequently visiting family in Iran, where she was struck by the country’s strong tradition of craftsmanship. This led to her creating her brand House of Marici, which uses plant-based materials, without sacrificing great style.
Unstitched: House of Marici
model with marici handbag

Courtesy of Marici

# Unstitched: House of Marici

Amanda Navaian, the founder and creative director of the plant-based accessories brand, on why the luxury sector doesn’t need leather

When it comes to sustainable fashion, it can be hard to know where to start. To help, every month we focus on a brand that knows exactly what it means to be a responsible force for good in fashion today.

This month we’re getting to know House of Marici, an accessories brand created to provide an environmentally conscious alternative to luxury leather handbags.

House of Marici launched on World Earth Day in 2020 after three years in development. Its founder, Amanda Navaian, is Iranian by birth but was brought up in Sweden, where her education included a strong emphasis on environmentalism. Growing up, she was frequently taken to Iran to visit family and was struck by the country’s strong tradition of craftsmanship. That dual heritage shaped her vision for the luxury accessories brand Marici, which aims to minimise its impact on the planet through the use of plant-based materials, without ever sacrificing the artisanal beauty of its products.

amanda navaian

Courtesy of Amanda Navaian

Amanda Navaian

Navaian had a successful career in Dubai, first in marketing and retail at LVMH and then as the founder of a brand specialising in reversible handbag designs, before she had her ‘lightbulb moment’ with the discovery of Piñatex, an alternative to leather that does not require the use of plastics or fossil fuels for its production. This prompted her to pivot towards sustainable product design, and she moved to London to focus on the launch of Marici, whose name comes from the Sanskrit word meaning ‘ray of light’.

Here, Navaian shares her advice on what sustainability means for the future of the luxury leather goods sector.

## What makes a truly sustainable brand?

“My concept of a sustainable brand goes back to 2018, when I first came across Piñatex and was blown away by it. It was created by an entrepreneur called Carmen Hijosa [a Cartier Women’s Initiative Awards finalist], who worked out how to use the by-products from the pineapple farming industry in the Philippines to make a soft, plant-based material that I now use in all my collections. For me, true sustainability means using natural products that are here on Earth rather than synthetic alternatives. ”

model with marici handbag

Courtesy of Marici

## What do you think needs to change in the accessories industry?

“Neither leather nor its synthetic equivalent is really an ideal solution for manufacturing handbags. We need to move away from using so-called ‘vegan leather’ – essentially just ‘pleather’ – because it’s made from plastics that rely on fossil fuel for their production. It goes through a lot of chemical processes and may be continually releasing microplastics into the atmosphere.”

## What do you want to achieve personally with your brand, in terms of sustainability?

“I previously had a successful handbag brand in Dubai that was stocked in Harvey Nichols for 20 consecutive seasons – but when I discovered Piñatex, I decided to stop what I was doing completely and focus on championing this revolutionary material. For every metre of Piñatex we use, we stop 12 tonnes of carbon from being burnt into the atmosphere. We aim to waste as little as possible in our manufacturing process – for instance, we use any offcuts to make cardholders. I also want to celebrate the craftsmanship that goes into making luxury products, which is why we only produce each of our designs in a limited edition, and why the artisans who make them now sign their names inside the bags.”

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## Do you think our attitudes to fashion have changed since you started your brand? If so, how?

“It’s great to see brands such as Hermès and Stella McCartney investing in natural leather alternatives such as mushrooms. I think that as the plant-based movement grows, people will increasingly understand their value and why the products cost more to make.”

## What advice would you give to those wanting to make their business more sustainable?

“First, support something local – creating jobs is the biggest help you can give to a community. Second, work with artisans to help the preservation of craft and jobs that are being taken over by machines. Finally, find materials that are by-products of other processes, and of course, stay away from anything synthetic.”

## What’s the smallest change a consumer could make to become more eco-conscious?

“Instead of throwing away your handbag when it starts to look tired, consider getting it restored or recycled. We offer a lifetime guarantee with every purchase, so customers can bring back their products to be repaired.”

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## What are the most common inaccurate “facts” about sustainability that you see promoted?

“Just because a leather alternative isn’t using animal products doesn’t make it sustainable. I’d urge consumers always to look up the full material composition, and not be misled by a term like ‘vegan’ or ‘animal-friendly’ simply because it sounds positive. Synthetic leathers are extremely cheap with a short shelf-life, so people are being sold a lie for a company to profit from.”

## Where do you turn to when you feel confused about sustainability and need more detail?

“I always read the material-composition label, and I avoid synthetic materials made from 100 per cent chemicals. I am conscious about how much I consume; instead, I save up for and invest in good products that I will use for a long time. As much as possible, I try to buy from local brands, especially small artisanal businesses. Overall, what I would like to promote is awareness, so that people can make considered choices. Nothing in extremity is good; moderation is the best way forward.”

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