When Tony Ward blends fashion and sustainability

For the renowned fashion designer Tony Ward, architecture is more than just buildings, it is a fountain of creative ideas. His latest collection highlights the significance of sustainability through the incorporation of upcycled couture pieces.
With a firm belief in the fashion industry's responsibility to combat pollution, Ward shares insights into his family's commitment to sustainability, from upcycling vintage pieces to educating the brand’s team on eco-friendly practices.
As part of the trunk show, held at Fifty One East, Ward displayed the latest Fall Winter 2023/24 Couture Collection, which marked an important moment for the designer, as sustainability claimed a prominent role. Recognising the fashion industry as the world's second-largest polluter, Ward was driven by a sense of responsibility towards future generations.
Drawing inspiration from his family, particularly his sustainably-minded children, he embarked on a mission to revolutionise his business. This journey included upcycling vintage pieces, reducing shipping waste, and reevaluating material usage.
In an exclusive interview with Gulf Times, Ward, shared his vision for a sustainable future in fashion, highlighting the fusion of architectural inspirations with haute couture. Ward's innovative approach is demonstrated by his trunk show in Qatar at Fifty One East, introducing a collection that blends timeless craftsmanship with cutting-edge technology, all while prioritising sustainability.
“My children are very sustainable. They are into sustainability, permaculture and upcycling. I learned from the younger generation how important it is to listen and be aware of the importance of learning something new even though our business,” he said. “We can make it function in a way that it works well and respects the environment”, added Ward.
Ward's factory, home to 180 dedicated individuals, became a hub of sustainability education, underscoring responsible practices in every aspect of production.
“So digging into the collections and taking upcycling and some of the important pieces of our vintage pieces is part of it, making fewer shippings and not harming the environment, is important,” he added.
However, Ward said that transitioning towards sustainability is not without its challenges. He acknowledges the tension between commercial interests and environmental responsibility. He said that being truly beneficial means accepting reduced profits in the short term.
Ward views this as an investment in a better tomorrow, where environmental consciousness is not a choice but a necessity dictated by economic and political forces. His commitment to sustainable practices is rooted in his conviction that it is a path towards a more balanced and ethical future.
“Your benefit comes with less cost. Being cost-effective today means that sometimes you have to be less sustainable, which is also challenging. We’re not a fine razor company, we’re not a pro bono company, but I think that it is a start to building a better tomorrow. You have a choice today to make tomorrow more economical, as sooner or later the political situation will oblige companies to go towards this.
“Whenever I’m ready for this, I will work towards complete sustainability and be able to stand on my feet while being part of a better solution. I will continue to respect the environment in a way that I feel comfortable when I look myself in the mirror,” he explained.

THE FUTURE OF FASHION: BRIDGING TRADITION WITH TECHNOLOGY
Ward’s innovative approach bridges traditional craftsmanship with cutting-edge technology – reflected in his latest collection, “Under My Skin”. While embracing 3D printing and advanced techniques, he puts a spotlight on the irreplaceable value of handcrafted couture and stresses the importance of respecting the past for a sustainable future in fashion.
While one piece showcases 3D printing technology, 54 others are handcrafted, highlighting the irreplaceable artistry of couture. Ward firmly believes that honoring the past and embracing sustainability is vital in shaping a brighter future for fashion. His creations stand as a testament to the enduring value of human touch and skill.
“Couture is about unicity, high-end, and the work of the delicate hands of these ladies that work hours and overnight and this can never be replaced”, said Ward.
“In fashion, you must honor your past to have a future. By respecting your past and overlooking how to get things done sustainably, your future in fashion will be worth keeping,” Ward pointed out.
Ward said he puts the importance of both exclusivity and inclusivity in his designs. Having worked closely with Qatari clients for nearly three decades, he celebrates Qatar’s vibrant and fashion-forward youth, asserting their key role in shaping the nation's evolving fashion landscape.
In Qatar's fashion scene, Ward recognises the emerging self-reliance and fashion-forward mindset of young individuals, which influences the direction of the fashion scene in the country.

FIFTY ONE EAST: A KEY PARTNER
Ward lauds Fifty One East as a key partner, citing its influential market presence. In a rapidly changing landscape, he recognises the challenges faced by both retailers and designers, stressing the need to adapt to the evolving dynamics of the fashion industry.
Ward, a Lebanese-Italian fashion designer, has transformed his family's couture house into an international brand known for innovation and masterful craftsmanship. Inspired by contemporary architecture, Ward's creations attract a diverse clientele, including members of royal families, celebrities, and high-end international stores. With a background in top Parisian fashion houses, Ward's unique vision combines sculptural forms with groundbreaking techniques, earning him the moniker "The Architect of Detail.”