After years of working in the world of luxury fashion, Agatha Lintott decided that a new take was needed. With sustainability and refined aesthetics at the forefront, Agatha launched online shop and creative platform Antibad in 2017. The aptly named online space is the new face of eco-friendly fashion – and all women are welcome.
Luxury fashion isn’t known for its eco credentials. Can you tell us how the transition came about when your focus shifted to sustainability?
I’ve been involved in fashion since I was sixteen, firstly through modelling then moving into the business side where I worked in the buying departments for Tom Ford and later Burberry. It’s been great to see the industry from many angles and through two very different businesses. Along the way I’ve seen the good and the bad of the fashion industry. It was important that my next move would be part of the solution.
Why do you think that eco-friendly fashion has been mainly limited to one aesthetic in the past? Why do you think it’s important to change that?
Until recently the mainstream worlds of ethics and design were disconnected as we have been emotionally detached from our clothing.
We were in a period of over-consumption where it was quantity over quality and marketing had a huge role to play in that; it unbalanced what we value. However we’re now starting to search for narratives and meaning behind the things we do and buy, which can only be a positive thing. We’re starting to ask more questions; where was this made and by who? Am I paying a fair price? Being ‘eco-friendly’ in the fashion industry is now not only a key marketing focus but essential to the longevity of a business.
How have people reacted to you moving away from mainstream luxury fashion and into a greener realm?
The reaction has been really positive and I feel we are communicating ethical fashion to new audiences in a positive and desirable way.
How has practicing a more sustainable lifestyle impacted you personally?
When I started to research for Antibad I thought that if I can transform my wardrobe without compromising on fun then there is no reason my friends can’t and so on. I’ve started to apply this mindset to other areas of life and I’ve learnt a lot from friends and the new community I’ve become a part of through Antibad. However at the same time it has made me realise that we shouldn’t feel burdened to change our whole lifestyle overnight, it’s all about praising small positive changes.
Have you found your creativity has been hindered at all when rejecting ‘fast fashion’ or brands that don’t have ethical practices?
No, not at all. If you are struggling to find something new, charity shops or vintage are my go to for expressing creativity! It was really important that we include a selection of vintage on Antibad for this reason.
What kind of woman did you have in mind when creating the Antibad platform?
I created Antibad for women who think they can’t afford or won’t be able to find fairly made, environmentally friendly fashion that they’ll be proud to wear to work, parties, on holiday, etc. I’m here to offer them an alternative.
What is your biggest aspiration for Antibad?
I will feel pretty proud with Antibad once we are a trusted and accessible style destination for all things ethically made, an online home for sustainable fashion.
All clothes are from Antibad
Special thanks to The Peanut Vendor
