We sat down with Lucy Johnson, founder of Lovebrook & Green and talked about regenerative brands and the power to inspire customers. 

What inspired you to start Lovebrook & Green?

I dreamt of having one beautiful place online where I could find all the most stylish ethical brands, and where sustainability came as standard, and I couldn't find that place, so I created it!

Sienna Miller in British Vogue. 

Who is your inspirational style muse and why?

I've always loved Sienna Miller's boho style and the way she burst onto the fashion scene in the 1990s with her deluxe hippy look. I admire the way she's evolved her style in the years since, peppering her wardrobe with white jumpsuits and glittery gowns, yet still always maintaining that thread to her bohemian roots. It's that sense of knowing her own style that I admire most. It's also the way that I love to dress: the sense of free-spiritedness, of throwing together a white lace shirt and a pair of jeans, towel-drying my hair and getting on with the day.

What do you think sustainable fashion biggest challenge is?

The biggest challenge in my mind is the cultural shift that's required for sustainable fashion to become the norm. We've got so used to chasing trends with no thought for the true cost of fashion. But that culture is now shifting with the rise of buy better, buy less and the realisation that fashion can be part of the solution. It's so inspiring to see brands like Oramai and Mother of Pearl creating clothes that repair the soil and that you'd want in your wardrobe for ever.

What is your ultimate goal with Lovebrook & Green?

I'm passionate about making it as easy as possible to shop from nature-based, regenerative brands so that people don't end up having to shop from High Street brands that are destructive to the environment. If we are to arrive at a societal tipping point before we arrive at an ecological tipping point, it needs to be really easy for people to use the power of their wallets to support brands that take care of the planet rather than harm it. Lovebrook & Green is helping make that possible.

Which is your favourite Oramai piece and why? 

I'm in love with your Amalfi Long Dress in that beautiful klein-blue. It speaks of long summer lunches, and languid afternoons wandering around Roman ruins, and it makes me feel as if there's an elegant woman in me somewhere! 

Follow her journey @greensalonconsultancy
Lovebrook & Green is launching in the New Year