The Covid-19 pandemic, while devastating, inspired many to enact projects that inspire meaningful change. Jessica Ramoshaba started Fouura Lifestyle as a platform to share tips on how to make conscious styling decisions during a time when it became second nature to overconsume. Over time, the platform has grown into a space where Jessica has bridged the gap to provide meaningful insights on how to make conscious shopping decisions with a unique blend of industry expertise and academic research.
After spending years as a style editor for some of the biggest fashion magazines in the country, Jessica has used her experience and passion for the industry to cultivate a space where creativity and authenticity thrive and to promote sustainable fashion choices, tips, styling sessions and so much more. Through her podcast The Wardrobe Shift Podcast with Jessica Ramoshaba, she shares her advice, holds conversations and frontiers the conversation on sustainable fashion and conscious styling.
We caught up with Jessica at Dorp Hotel on the slopes of Signal Hill in Cape Town and learned more about who she is and her passion for the industry.
Q: Why did you start Fouura Lifestyle and what is it?
Fouura Lifestyle started because of Covid-19 — most of our clothes were going unused and we only wore what we needed. With wardrobes full of clothes that could not be worn because of the lockdown, it was interesting to see the negative impact unused fashion has on the environment. I saw it as an opportunity to engage my audience on Instagram Live where I asked them about what was in their wardrobe. This conversation grew into talking about what their favourite garments were that they missed wearing, and the irony of going from wearing certain clothes to work, to the gym to basically only wearing sweats all day. Once lockdown ended, I decided to continue the conversation through what is now Fouura Lifestyle with the goal to educate women using my experience as a stylist on how to maximise the use of their current wardrobe without overconsuming and thereby focus on buying only what’s needed.
Q. You call yourself an advocate for conscious style, what do you mean by this?
Conscious style is when you shop and wear clothing intentionally i.e. buying and wearing clothes that they love and as an expression of their personal style. While there is lots of information online about how to be a more conscious and sustainable shopper, I advocate for taking what you have and breathing new life into it through how you style it and being more intentional when making a new purchase. I see the terms “conscious” and “sustainable” working in tandem to demystify this topic and showing women that it is possible to be mindful about what you purchase and that you don’t need a whole new look for every special occasion. Once a piece no longer serves you, I teach people that it’s their responsibility to give it a second life through mending it, swapping it or upcycling it before donating it as these are easy ways to create something new without spending more money on it.
Q: What is “sustainable fashion” and how can we all benefit from it?
For something to be considered sustainable, I like to keep three things in mind – fashion, consumer and the environment. This triangle all has a meaningful impact on the choices we make when investing in new pieces. Fashion speaks to who made the pieces, where it was sourced from, and the fabrics used for producing them. Consumers should be thinking about the role we play concerning our fashion footprint and what happens to the pieces we no longer want. Environment speaks to the negative impact that fashion and consumers have on our environment and the devasting long-term effects caused to our environment. Denim, although made from cotton, requires tons of water and dye to manufacture, which leads to tonnes of waste that degrades the environment for future generations. By choosing to purchase denims made responsibly and finding new ways to wear the denim pieces that you already own, you’re doing your bit to not partake in the manufacturing process of such a resource-heavy fabric. The decision to be more sustainable with our fashion choices immediately benefits us financially, while we act as guardians of the environment for future generations.
Q: You produce a podcast called The Wardrobe Shift – can you tell us what to expect if we listen in?
As everyone reconnected to their daily lives after lockdown, I wanted a space where I could continue the discussion of the mindset shift we all experienced regarding our wardrobes but at a higher level that’ll elevate the conversation and lead to meaningful change. As with many things, Covid-19 irrevocably changed our wardrobes and how we think about it. On the podcast, I interview industry players around the globe in their respective fields on the intersectionality of style and sustainability. I believe that there are lessons that we can learn from a broader community of experts, and this is something that I am very passionate about. I did my honours in fashion waste and my masters in the life cycle of a garment – topics that I believe the public doesn’t know enough about and that can seriously impact the way decisions are made. My dream podcast guests would be Dr Kate Fletcher who is a leading global expert in design for sustainability, and Prof Carolyn Mair who specialises in the psychology of fashion.
Q: What questions should we ask ourselves when we buy a new piece of clothing?
Part of being a conscious shopper is to understand that clothing has a life cycle. While we might not all be in the financial position to buy from expensive brands that claim to be sustainable, it’s important that we take responsibility in asking ourselves the following questions when making a new purchase:
· How will I take responsibility for this garment when I no longer need it?
· How many wears can I get out of it?
· Does this speak to my personal style?
· Will I be able to style this across different occasions?
· When I no longer want this piece what else can I do with it except donating?
"Conscious style is when you shop and wear clothing intentionally i.e. buying and wearing clothes that they love and as an expression of their personal style. While there is lots of information online about how to be a more conscious and sustainable shopper, I advocate for taking what you have and breathing new life into it through how you style it and to be more intentional when making a new purchase."
Q: What are your 3 tips for dressing more sustainably?
1. Love what you wear.
Fashion is a form of self-expression and it’s important to wear clothes that you love and that you feel good in. Life is made up of moments and we should show up for them looking and feeling our best. Instead of following the latest fast fashion trend, invest in pieces that can be worn for years to come.
2. Repeat your outfits.
I’ve heard from so many people that they hate to repeat outfits, or to post the same outfit online and it always baffles me. Clothes are meant to be worn multiple times, and you can change how a piece looks through styling. Don’t be afraid to invest in accessories that elevate your personal style and reduces the need to purchase more to achieve a certain look.
3. Find inspiration outside of social media.
While social media is a helpful tool, it acts as the gears turning the fast fashion trends, resulting in everybody looking the same. We’re all unique and should dress in a way that represents who we are and shows off our personality. If you’re inspired by beautiful flowers, be bold and wear clothes that are reminiscent of those flowers!
Q: What does change for you, for women, look like in 2024?
For me, the change I wish for women is exactly that. Change is when we recognise that we can no longer be trapped by what society or social media tells us to wear 24/7. Free yourself from the pressure, comparison, and judgment. Dress for yourself and be comfortable with what you love. Fouura means to bloom from within and I would love for all women to live by that.
Q: Who should we follow on Instagram for sustainable style news and information?
As with my wardrobe, I like being intentional about who to follow on social media. My top three recommendations would be Fouura Lifestyle, Twyg Magazine and Fashion Revolution South Africa. Fouura is an everyday platform that gives valuable advice to help you on the journey to becoming a more conscious shopper. Fashion Revolution South Africa provides interesting history lessons that provides background to where the problems are within the fashion industry including the factories where garments are made, the way factory workers are treated, the environmental footprint of garment production and more. Twyg Magazine focuses more on design, with a focus on textiles that links what you see on the runway to your wardrobe.
Q: Which is better: donating, re-selling, swapping or thrifting?
My suggestion would be to swap garments that no longer serve you. We currently live in a world where thrifting is very popular but we’re also seeing a cycle where people purchase clothes for cheap and resell them at such a high mark-up. There’s nothing wrong with this but to be part of a conscious fashion cycle, I think it’s important to not add any more money into it. Swapping, if done correctly, gives you fashionable options for your wardrobe without spending lots of money and there are groups you could join. You’d be surprised at what someone might see value in when you no longer do.
Q: How can anyone reading this get involved with Fouura Lifestyle?
They can get involved through following our socials and subscribing to our weekly newsletter which is called the Fouura Conscious Lifestyle where we talk about style, have free monthly online classes and read articles on the intersects of style and sustainability. Listening to The Wardrobe Shift with Jessica Ramoshaba is a great way to get insight and information while on the go. We also have Style Retreats where we spend the entire day exploring conscious style solutions for our wardrobe dilemmas as a group of women and can ask important questions like how to find your personal style. The next one is coming up on the 30th of November 2024.
