Zara launched a new collection of sustainable fashion this week aimed at embracing "a woman who looks at a more sustainable future".
The move comes after the success of H&M's Conscious collection, M&S' shopping initiative and ASOS' ever-popular Africa line and newer 'Eco Edit', or 'green room', all of which offer fans of fast fashion brands a more socially responsible approach to shopping.
Zara's own collection, #JoinLife, is made with materials such as organic cotton, recycled wool and Tenecel which reduce environmental impact.
The materials for the clothes are extracted from areas that are sustainably managed to ensure reforestation and so on.
Price points are typically higher than you might expect from Zara's mainline but with #JoinLife you are assured that the extra dirhams you spend are for the good of the environment.
You might, of course, think that it is rather rich of a brand who has literally made its millions off fast fashion and exploiting the consumer's need for 'something new' to now turn its head to economical matters but at least they are taking part in the conversation.
And it gives all Zara design fans out there who can't bring themselves to buy into their mainline never-ending whirlwind of production a chance to own something that means more.
No word yet on when it'll make it to UAE stores, but we'll keep you posted!
Originally appeared on cosmopolitan.co.uk