Alba Éther

Collection

Water pollution caused by industrial dyeing practices in the fashion sector is a major environmental issue. Although some brands in Colombia and abroad have started adopting more sustainable alternatives, their implementation remains limited. This shift has also displaced traditional natural dyeing techniques, which are less polluting and carry important cultural and artisanal value, leading to both an environmental and social problem.

While people are aware of this issue, many are not motivated to change their consumption habits, as it is difficult to find garments dyed with natural methods that also match their style, comfort, and personal aesthetics. Individuals between 30 and 35 years old, in particular, are increasingly interested in leading a healthy, balanced lifestyle and making choices that positively impact both their well-being and the planet. However, they struggle to find brands that combine sustainability with design, as well as clothing that fits their bodies properly, since standardized sizing often causes discomfort physically and emotionally.

Conceptual

M o o d b o a r d

Social

P r o b l e m a t i c

Water pollution generated by industrial dyeing practices in the fashion sector represents a significant environmental problem. Although many brands, both in Colombia and other countries, have begun to commit to modifying these harmful techniques, their implementation is not yet common.

Furthermore, despite people’s awareness of this problem, they´re not truly motivated to change their consumption habits, as they find it difficult to adquire garments that fit their style and are also dyed with natural dyes.

Furthermore, the industry has displaced traditional natural dyeing techniques, which, in addition to being less polluting, possess a cultural and artisanal value that is being lost, thus generating not only an environmental problem but also a social one.

Design

P r o b l e m a t i c

People between the ages of 30 and 35 are currently showing a growing interest in leading a healthy and balanced lifestyle, making choices that had a positive impact not only their daily well-being, but also for the earth. This shift in mindset has driven their desire to opt for more conscious and responsible consumption.

However, they face difficulties finding brands that allow them to consume sustainably without sacrificing their style, comfort, and personal aesthetics. For this group of people, feeling good physically and emotionally is a priority, as well as ensuring that their consumption choices are consistent with their values.

Additionally, the results of a previously conducted survey show that these individuals have difficulty finding clothing that fits their bodies properly, as standardized sizes cause discomfort both in terms of their physical appearance and comfort.

Buyer

Persona

This collection is aimed for a single, middle-class man or woman between 30 and 35 years old, with a monthly income between 3,800,000 and 5,000,000 COP, residing in select areas of Bogotá such as Quinta Camacho, Chapinero Alto, La Macarena, and Usaquén.

They keep an active and conscious lifestyle, balancing his career, especially in international business, with a strong interest in culture and arts. Their consumption is thoughtful and oriented toward self-realization, seeking timeless and versatile garments which not only enhance their image but also reflect his values, identity, and personal aspirations. They prefer to invest in high-quality clothing, made from natural materials that offer comfort, durability, and a modern design, without depending on fleeting trends. This person also stands out for his commitment and discipline, seeking for balance, functionality, ethics, and sustainability in every choice.