The hottest new buzzword in fashion was borrowed from a group of people more likely to be spotted at a grain silo than at fashion week: farmers.
“Regenerative agriculture” is a term that was coined in the 1980s and that started gaining real momentum in 2017. It is used to describe a series of farming practices that prioritise soil health, biodiversity and holistic ecosystem restoration. Because proponents claim it can pull carbon out of the air and store it in the soil, making it a potential climate solution, it’s started to garner widespread attention even among people who don’t take an active interest in farming.
Partly for that reason, “regenerative” has become a descriptor that’s moved beyond agriculture and started cropping up more and more often in the world of fashion. Luxury heavy-hitters such as Prada, Gucci and Stella McCartney, independent designers Marine Serre and Mara Hoffman, and outdoor outfitters Timberland and Patagonia have all started using variations on the term in their PR and marketing.