Auction houses have unexpectedly become central players in the sustainability dialogue. What was once a niche interest has now evolved into a significant trend in eco-conscious consumption. The world of resale, encompassing art, collectibles, jewelry, and fashion, is redefining itself in the light of environmental awareness.
Today, the term «sustainability» is on the lips of many in the luxury sector. The appeal of upcycled and pre-owned goods, known for their origins and minimal environmental impact, is on par with brand-new items. To inaugurate its residency in a Soho gallery, Hindman Auctions, in collaboration with MFA Boston, hosted an engaging discussion led by Timothy Long, the director of museum services. The conversation revolved around sustainability and featured Vanessa Barboni Hallik, the co-founder and CEO of Another Tomorrow.
Vanessa Barboni Hallik’s journey to becoming a fashion CEO was far from conventional. After a successful yet unfulfilling career in finance at Morgan Stanley, focusing on emerging markets and derivatives trading, she decided to take a leap of faith during a sabbatical in 2016. Her commitment to living more sustainably, particularly in her fashion choices, led to the creation of Another Tomorrow in 2020.
Her journey began with a pledge to exclusively wear pre-owned clothing, but a shoe purchase from The RealReal revealed the limitations of that approach. This experience prompted an epiphany, reshaping her perspective on fashion and textiles. She now views fashion as an «agricultural product,» echoing the waste challenges seen in the food industry.
«Fashion is a 2.5 trillion dollar industry globally. Half of clothing sold ends up in landfill within a year. Eighty percent of the other half sits in closets unworn,» Barboni Hallik explained.
Another Tomorrow was born from the recognition that consumers can make more informed choices by adopting a systems-based approach to fashion, one that prioritizes environmental, animal, and human welfare. Each garment in their collection features a digital ID in the form of a QR code, tracing its entire lifecycle and providing supply chain transparency, including location certification and sustainability practices.
The brand is meticulous in its choice of materials, opting for wool from mulesing-free farms and premium cotton processed in a GOTS-certified Italian mill. This mill not only adheres to GOTS production standards, promoting healthy ecosystems and working conditions but also recycles 100% of its cotton waste and uses a biodegradable plant-based compound derived from potato starch on cotton yarn.
Another Tomorrow’s model includes small-batch seasonal production, guided by creative director Elizabeth Giardina, who boasts experience at Proenza Schouler and Derek Lam 10 Crosby. The brand’s recent introduction of «The Foundation,» a 34-piece wardrobe essentials concept, promotes supplementing one’s wardrobe rather than replacing it entirely.
The process also supports a circular fashion economy, enabling customers to resell items back to the brand when they no longer serve their needs, reducing the likelihood of clothing ending up in landfills.
Celebrities such as Angelina Jolie, Gwyneth Paltrow, Ava DuVernay, Jennifer Hudson, Jessica Chastain, Meghan Markle, Duchess of Sussex, and Laura Dern have embraced the brand.
While Another Tomorrow’s commitment to sustainability results in a higher price point, it highlights a significant challenge in the fashion industry. Meeting strict eco standards often increases costs. However, Barboni Hallik believes that a reset in consumption patterns and government regulation could make responsibly sourced and produced clothing accessible to all income levels.
Barboni Hallik points out that a cultural shift towards purchasing fewer, high-quality items is essential. She suggests that income inequality also plays a role and needs addressing. Incentives for buyback programs, motivating companies to produce longer-lasting products, and regulatory producer responsibility regulations could help transform the industry’s foundation.
Another Tomorrow’s model is comprehensive, but the CEO acknowledges the need for textile recycling solutions at the municipal level, particularly for items with limited lifespans, such as undergarments, socks, workout wear, or swimwear.
Barboni Hallik’s passionate stance may not revolutionize the entire fashion industry, but her outsider perspective is a breath of fresh air. The brand continues to innovate, introducing new textiles like seaweed-based fabric and fully compostable leather, expected to debut in upcoming products.
As Another Tomorrow looks for a permanent retail space in Soho, the brand’s commitment to sustainability remains unwavering.
Meanwhile, Hindman Auctions, which recently established permanent roots in NYC, continues to advocate for sustainability within the auction industry. The gallery space in Greene Street may have hosted an auction gallery pop-up, but it’s just one of Hindman’s 16 locations, reflecting the brand’s dedication to sustainability.
Sustainability has indeed become a focal point for auction houses, and it’s not just a marketing trend; it’s a core principle that resonates with both sellers and buyers.
The event provided a preview of upcoming auction items, including luxury bags and watches. Sustainability is now a prominent feature in the marketing efforts of auction houses, aligning with the growing demand for eco-conscious practices.
By partnering with MFA Boston, the event aimed to provide an intimate understanding of the auction process and encourage donations of personal belongings, all while supporting Another Tomorrow’s eco-friendly mission.
Incorporating sustainability into the core of their businesses, both Another Tomorrow and Hindman Auctions are demonstrating that a commitment to environmental responsibility can drive positive change within their respective industries
