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New data from Drapers reveals that there is still “a significant level of confusion” surrounding sustainable and ethical fashion among shoppers. Consumers say they want to do the right thing but are faced with the uncertainty of how to make the ‘sustainable’ decision.

This ambiguity is reflected in the fashion industry itself, with no blueprint for what true sustainability looks like, no global understanding of best practice and no centralised leadership, how is the sector meant to define and lead on what it means to be sustainable?


According to sustainability fashion forum Global Fashion Agenda (GFA), up to 73% of the world’s clothing                                                        ends up in landfill and less than
1% of materials used to produce clothing are recycled into new clothing.

The number of times clothes are worn has been reduced by a third, compared to the early 2000’s and total clothing sales are expected to reach 160 million tonnes in 2050, says the GFA.

Fashion retailers are selling more clothes than ever, and consumers are wearing them less than ever.

By 2050 the equivalent of three planets may be needed to provide the natural resources required to maintain current levels of consumption, of which fashion is a major contributor, says the UN. The fashion industry is in crisis.

The average consumer today buys 60% more pieces of clothing than they did 15 years ago, and each item is kept half as long.


Fashion Revolution’s 2021 Transparency Index, which rates 250 of the biggest apparel brands on their supply chain disclosures each year, found only 14% published the annual quantity of products produced. 

When it came to circularity schemes, 27% offered a recycling program, 18% offer product repairs and 14% had alternative business models such as renting and reselling in place.

If the fashion industry continues on its current trajectory, it will also miss its 2030 carbon emissions reduction target, set in line with the Paris Climate Agreement, by 50% warns the GFA.

4 billion items of apparel were bought in the UK alone in 2019, according to the British Fashion Council.

It is clear that the industry must act fast and it must act now, but what can be done to make a difference?

More than $500 bn (£366 bn) of value is lost every year in the fashion industry due to the lack of recycling and reselling, according to the Ellen MacArthur Foundation.

According to The British Fashion Council’s (BFC) Institute of Positive Fashion (IPF) Circular Fashion Ecosystem Report, which was published in September, we need to reduce the volume of new physical clothing both being produced and bought, which requires a huge step change in behaviour from both fashion retailers and consumers alike.

In its report, the industry body has called for a complete overhaul of fashion retail and consumption. It is appealing for fashion brands to reduce the demand for new clothes by 50%, and for consumers to halve their annual purchases of new clothes, replacing them with pre-owned, rented or repaired outfits. 

Changing manufacturing methods can only do so much - it is clear that too much fashion is being produced and thrown away, and very little of it is recycled. 


According to Drapers new ‘Sustainability and the Consumer 2021’ study, 75% of consumers think about sustainability at least part of the time when they shop for fashion. 

Consumers want fashion to be more sustainable, but they do not always feel able to make a sustainable choice at the point of purchase. The scale and complexity of the whole topic means that consumers don’t fully understand the issues around sustainability and how it is quantified.

Nearly four-fifths (77%) of those surveyed said that they find it difficult to research or understand sustainability claims, so improving people’s understanding of sustainability, in relation to fashion, is going to be critical if the industry is to reverse its impact on the environment.

In its report, Drapers asked consumers what the most important aspects of sustainable fashion are for them. Fair pay for workers throughout the supply chain came out top: with 60% of shoppers highlighting it as important, and recycled materials and the circular economy came in second, with 54% of shoppers flagging it as important. 

Consumers say they want to see more leadership from fashion brands and retailers: to target over production, educate and guide by clearly labelling products and materials; to adopt sustainable materials and technologies; to facilitate closed-loop recycling opportunities; increase transparency of the materials used and how they can be repaired, upcycled or recycled; and ultimately sell garments that are designed for longevity and circularity. But it is clear a lot more needs to be done.

For fashion shoppers, it doesn’t have to be all or nothing to become more sustainable. Consumers can consider a balanced approach when it comes to purchasing. For example, buying some pieces from Zara but buying staples from a circular fashion label that can fully quantify how much recycled fibre is in every garment and therefore how much fibre has been prevented from going to landfill. Consumers can all do something now, which in itself will make an enormous difference.

7 ways fashion consumers can make an impact now, says the GFA:

1. Treasure what you own to extend the longevity of your clothing.

2. Borrow don’t buy – if you need something for a one-off occasion rent it or borrow from a friend.

3. Resell clothes so they get a second life (a resold dress reduces its CO2 impact by 79%).

4. Repair clothes if they break.

5. Recycle garments beyond repair – do not throw them out!

6. Shop less and buy smarter by shopping vintage, second-hand and circular fashion labels.

7. Make it last – invest in high quality and timeless pieces.

Brought to you by London W11, the world’s first circular cashmere brand.

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The UK is hosting the 26th UN Climate Change Conference (Cop26), which brings together decision makers and industry experts from 197 different countries to accelerate action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change. 

More than 120 world leaders are expected to attend the World Leaders’ Summit today and tomorrow. As part of this, British Prime Minster Boris Johnson will ask every country to commit themselves to achieving net-zero emissions by 2050. And the next decade will be crucial in the roadmap to achieving this.

At Cop21, which took place in Paris in 2015, for the first time ever every country attending agreed to work together to limit global warming to well below 2 degrees (aiming for 1.5 degrees), to try and mitigate the disastrous effects of climate change on humanity and the natural world. However, despite these targets, the world is falling far short.


The fashion industry is one of the world’s biggest polluters. If it continues on its current trajectory, it will miss its 2030 carbon emissions reduction target, set in line with the Paris Climate Agreement, by 50% warns the Global Fashion Agenda (GFA).

But changing manufacturing methods can only do so much - too much fashion is being produced and thrown away, and very little of it is recycled.

According to data by McKinsey & Company, the UK apparel sector is over producing inventory by a rate of 40%.

The British Fashion Council’s (BFC) Institute of Positive Fashion (IPF) Circular Fashion Ecosystem Report, which was published in September, claims that a circular fashion economy is the only way the sector can hope to achieve these targets.

However, at the Global Investment Summit in October, there was no mention of the circular economy and its potential to be a major driver towards net zero targets, nor did the circular economy make it into the UK government’s Ten Point Plan for a Green Industrial Revolution. 

Having the correct infrastructure, enabling consumers to effectively recycle garments, is crucial if the industry is to meet climate objectives, particularly with regards to the Paris Agreement. Quantitative evidence around circular fashion and existing technology could also bring faster results, one of the clear aims of Cop26, whilst other technologies would need to be invented or are in development for scale. 

But despite this, there has so far been no leadership on the vision to roll out an infrastructure that facilitates fibre-to-fibre recycling, to preserve finite resources and reduce Greenhouse Gas (GHG) emissions through reducing waste.

According to McKinsey & Company’s new UK October sustainability survey, 40% of consumers are actively looking for circular options such as donations, repair, resale or recycle. And there is a growing preference towards circular models of recycling, resale, and donation. 

Sustainability at the end of life of an item is less polarized in consumer opinion than at the point of purchase, with the majority of consumers being excited about actions they can take to extend their items’ life, says the report. As a result, the industry should be focusing on offering consumers a frictionless way to close the loop.


Anita Balchandani, McKinsey & Company’s Partner, Head of Apparel, Fashion and Luxury for EMEA, says: “The momentum around end of life and what you do about it is gathering storm. What we’ve seen through Covid is a huge explosion in recycled/resale propositions and online models that enable it.” But the industry is still at an early phase, she warns.

It is clear that the correct infrastructure needs to be in place and action needs to be taken now. Will Cop26 be able to offer more clarity on how world leaders and governments plan to help move towards a circular economy in the future? Only the next 12 days will tell, but the fashion industry has much to achieve, and time is running out. 

Brought to you by London W11, the world’s first circular cashmere brand.

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We need to slow down


The BBC’s documentary “Fashion’s Dirty Secrets” by Stacey Dooley kick started in many heads a long overdue string of thoughts. But is it a movement yet? And what does it take to become a movement?

Do we consumers think at every purchase about the material our clothes are made from? About who makes our clothes, or what happens after we throw them away? Often the answer is ugly. We all have to contribute by turning our thoughts into values and principles to achieve the needed changes to safeguard our livelihoods.

A study by Ellen McArthur Foundation found that one garbage truck of textiles is wasted every second; the Copenhagen Fashion Summit reported that fashion is responsible for 92 million tons of solid waste dumped in landfills each year. Trying to imagine these 92 million tons of clothes waste in volume surpasses imagination of the many.

The fashion industry is also the second-biggest consumer of water and generates more greenhouse gas emissions than all international flights and maritime shipping combined. Synthetic microfiber pollution is washing up in our oceans at alarming rates killing around 100 000 marine animals each year by plastic waste including micro fibres.

Brands and consumer have to rethink their business habits and consumer habits – we cannot continue to produce and consume clothes without considering our environment and human rights.

The responsibility lies with all participants of the market, the fashion brands as well as the consumers.

The fashion brands finally have to take responsibility for the waste they are creating as well as taking human rights into consideration during the production process. There is evident urgency in addressing head-on the use of chemicals, waste and bio diversity as well as unfair working environments.

Big players in the fashion industry whose business models were missing the environmental consciousness and fair working environment in production are starting to take responsibility by re addressing their business policies and signing up for Make Fashion Circular initiative. It aims to improve the industry’s record on sustainability and reduce global waste from fashion by recycling raw materials and products.

Recycling is certainly one part of the solution, but by no means is the only solution. It’s a multilevel issue and brings many questions along such as how can we eliminate the need for recycling altogether? How does design add to the solution?

To shift the linear take-make-waste fashion towards a circular model with no waste, everyone needs to be part of the movement to innovate and redesign the industry. We can start by changing the mindset from buying to quickly dispose to buying to keep and build a wardrobe upon. Good design may be minimalist or opulent, basic or fashion forward, but what each character shares is that good design will never be unwearable, out of fashion.

We consumers are the electorate who vote with the wallet. The average number of clothing collections in Europe more than doubled between 2000 and 2011; more clothes were bought and worn less.

It will take time for the fashion industry to slow down. The trend is already set in motion by a variety of initiatives but we all need to play our part. We as a brand take ours with slowing down the relentless pace of production by offering trans-seasonal items designed to outlive trends, product drops when we see fit, sourcing responsibly the cashmere yarn and ethical manufacturing with our partners who share our values and have the artisan skills to produce a mindful luxury product.

As consumers, we at London W11 ask questions each time we purchase a garment and the answers have to be comforting.

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Last season’s waste is today’s luxury; recycled cashmere

Last season’s waste is today’s luxury; recycled cashmere

Warm, lightweight and delightfully soft on the skin, cashmere is the most luxurious material for knitted garments. But in an era where hyper consumption is coinciding with a looming global climate crisis the call for rethinking the design and production process is more urgent than ever. Resources need to be preserved, waste reduced, and mindsets changed to ensure the future of our planet.

London W11 sees recycled cashmere as one answer to preserving the availability of this precious material and reduces the waste produced during the current garment production process. Environmentally friendly and natural resource preservation makes recycled yarn the most sustainable cashmere yarn. The dry mechanical production process and the only partially dyed fibre save large amounts of water and use of chemicals in comparison to virgin fibre. We at London W11 have developed a yarn of recycled cashmere in collaboration with a mill in the outskirts of Florence, matching the high quality and durability of virgin cashmere fibre yarns it is working with since start.

This is how it works:



The material comes in as bales from post-industrial processes (samples, swatches, leftover yarns).

They vary in colour and need to be sorted in shades.






Manual sorting process into a large variety of shades.




The next part of the process is the “pulling” of the precious waste, a dry process. The pieces are pulled mechanically from the knitted structure, while making sure that the residual fibre length remains as long as possible.






This process is repeated several times to guarantee the highest quality possible, ensuring that all of the fabric has been separated back to fibre size. The broken-down fibre, however, will present in a variety of lengths and must be blended with virgin yarn to give it the strength to work into a new garment.








To ensure we
achieve the desired heirloom quality yarn we add up to 20% pure white virgin cashmere





To achieve the desired colour, as in haute cuisine, it takes a symphony if spices. The knowledge of the artisan blends a variety of different colours of the reclaimed cashmere fibre to get the perfect shade for the new yarn. 

This effort avoids the heavy water consumption of the dying process and the use of chemicals and repurposes the already dyed fibre.  The balance to achieve the desired shade is essential for the luxury quality we aim to achieve.



Part of the “symphony”  is the blending of the origin fibre with the reclaimed fibre. The more balanced and well-studied, the higher the quality and durability the yarn will be.

After blending, the fibres are further mixed, disentangled and made into a carded web.

The web is passed repeatedly between a series of rotating toothed rollers before producing a web of fibres that is condensed to form a rope-like structure. At the end the web is separated into ca 1 cm wide strands and wound for the next step


The last steps of the process are the same as for virgin fibre: Spinning, twisting, rewinding on bigger bobbins and delivery to the knitter.

Although this is a labour-intensive process, every effort put into it is well worth it. It enables the industry to keep fibres at their highest value during use and re-enter the economy after previous use. Circular cashmere production lets nature regenerate and preserve natural fibre for future generations. Exciting new business- and job opportunities are a positive by-product of this new approach of the industry and makes this a future proof road to drive on for us at London W11 cashmere.

#circularfashion – #bethechange !






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#Sustainability – make your clothes work hard!

#Sustainability – make your clothes work hard!

By Nini Khatiblou 

Sustainability is certainly the buzzword in fashion right now – there’s no question that more than ever before, our decisions and actions carry with them a huge impact on the environment and of course it’s our responsibility as the consumer to shop more carefully. So how do you shop in 2019 when affordable fashion has never looked more exciting and the Insta-buzz of Instagram posts shows no sign of dwindling? This isn’t in fact a rhetorical question but one which I as a stylist, a lover of fashion, a loud and proud shopaholic, and a young-ish woman with a disposable-ish income living in London faces all day every day. Have I been guilty of meaningless, impulsive purchases which are enjoyed once and then disposed of? Unfortunately yes. Do I always think carefully about the provenance of where the clothes I’m buying are made, who by and using what materials? Not always. Do I think I could make better choices – buy less and buy better – and actually practise what I spend my working week preaching by thinking a little more creatively and styling multiple outfits using the materials I already have? Absolutely! Every one of us can take a step in the right direction by making small but significant changes. For me, it involves limiting the number of new purchases I make a month and instead focussing on what I already own and how these items can best be repurposed using infrequent but quality, beautifully crafted and timeless new additions.

This brings me onto London W11; like most women, I love cashmere. For me, it embodies the word ‘investment’; it’s where I turn for long-lasting, premium quality, luxury and effortless style. I have tried and tested many cashmere brands over the years and overall I’ve felt pretty disillusioned by most of them. Several years ago, I was introduced to London W11 through a work contact and I have been a superfan ever since. Not only is the cashmere rich and luxurious in texture, colour and design, it somehow manages to dodge the pitfalls of trend-led, one-season wonders meaning that with some clever styling, you can produce several outfits out of one piece, season after season, year after year. And I’m talking several outfits for a whole spectrum of occasions be it work, weekend or wedding guest.

The versatility it offers is refreshing to consumers, particularly those with a growing social consciousness and allows us to continue feeling excited about our wardrobes without the additional guilt of how it is negatively affecting the world around.

Here I have taken my personal favourite for this season (cashmere and sparkle is a winning combination) and given it 5 looks which will work for a number of occasions:






For an office-friendly outfit which still ticks the style box, team your cashmere knit with a pair of cropped check trousers and flat loafers. The round neck means you can easily layer so try adding a classic white shirt underneath and finish off with a minimalistic leather bag. For extra style points, push back the sleeves so you can see a flash of cuff showing through, and casually tuck the front of the jumper into the trousers.














With the festive season slowly approaching, now is the perfect time to start thinking about a fail-safe party look. Cashmere and sparkle are made for each other and the mix of contrasting textures feels fresh and modern. This cashmere knit already has a subtle sparkle running through it so all it needs is a show-stopping skirt to complete the look. A pair of heels, earrings and clutch all in neutral silver are the perfect party accessories.











Rushing around town can still be stylish and comfortable with the right styling. The beauty of this knit is that it instantly elevates the most casual of outfits be it jeans or khaki trousers. For the ideal off-duty style, layer over a Breton tee, add a pair of relaxed khaki trousers and as the weather starts to turn, simply wrap up in a classic pea coat. Finally, a pair of understated trainers and a cross-body bag will mean you can run your errands with efficiency – and style!












An afternoon catch-up with friends usually calls upon a relaxed and effortlessly chic outfit. Wide-leg trousers in a silk
fabric are the ideal accompaniment to your cashmere knit; grey works with absolutely every colour combination making it the ideal styling piece. The silhouette says low-key but the beautiful combination of luxury fabrics keeps everything on the right side of smart. Push back the sleeves for a laid-back finish and simply add kitten heels and a chunky watch for a cool edge.





For the ultimate rock n roll look, toughen up your cashmere knit with black skinny jeans,    a classic tux jacket and a pair of heeled leather boots. A skinny scarf is ideal for offering coverage to the neck area as well as adding a cool edge to any outfit.
















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How To Make Your Fashion Habits More Sustainable

How To Make Your Fashion Habits More Sustainable

Sustainable fashion; it’s the current environmental issue that’s on everyone’s lips and screens. Increasingly, consumers are turning away from fast fashion, and are instead attempting to turn their wardrobes green. It may initially seem to be impossible; in a world where a new collection can arrive on your doorstep the day after its release, how can we be sustainable? Yet there are several small, easy changes that we can make, in order to make a big difference on our environmental impact.

Cut Down

The most fundamental rule to make your wardrobe more sustainable is simply to cut down on your spending. According to a recent study from the Chalmers University of Technology, 100 million tonnes of new textile garments come on to the market, thanks to the ever-increasing demand from the West. Only a tiny percentage of these are thought to be worn more than 100 times, with the rest being worn and thrown away soon after.

Decreasing both money spent and the environmental impact of fashion and making a careful consideration of whether you need a product before you buy it will help both your bank balance and the planet.

Look at Fabrics

Start to consider exactly what each garment you buy is made from. Where possible, avoid petroleum-based synthetics including the ever-popular polyester and nylon. Each time fabrics such as these are washed, they release thousands of microfibres that end up polluting rivers and oceans. They also never biodegrade – a feature to consider when so much of our fashion now ends up in landfill. Instead, opt for natural fabrics – particularly ones that have been ethically and organically sourced.

Mend More

Rather than rushing to throw a garment away once it has a hole or tear in it, try to mend it or take it to a repair shop instead. Not only will it save you money and keep your garments looking newer for longer, but it will prevent unwearable clothing being sent straight to landfill.

There’s also a new ‘Visible Mending’ movement, which encourages vibrant and colourful repairs to clothes for a celebration of sustainable repairs and customisation of your garments. Add a patch to a worn out pair of jeans, or new colourful buttons to a jacket for a twist on its original state.

Acknowledge the Makers

It’s important to seek out brands that have strong, ethical relationships with the farmers and workers that help to create their products. Companies that use sweatshops to produce their clothing or do not pay their employees a fair wage are neither sustainable or ethical. Instead, look for brands that have close working relationships with their employees, and who treat them fairly. London W11 sources its cashmere from Mongolia, where we have long-standing relationships with the goat farmers to ensure an entirely sustainable and ethical source. The fabric is then crafted in Scotland and Italy, where each step of the production process is ethical and completely trackable. Read more about our cashmere journey here.

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In the latest instalment of our London W11 Meets series, we chat to editor and stylist Nini Khatiblou.

Nini is a London-based stylist and Fashion Editor, who has worked across some of the UK’s most renowned magazines. She currently splits her time between styling celebrity and fashion shoots for PHOENIX Digital and working with a host of exciting brands including London W11.

We sat down with Nini to chat style muses, Notting Hill hotspots and style rules.

 What inspired you to pursue a career in fashion?

When I was younger I worked in the cupboard at New Woman Magazine. I was surrounded by all these amazing clothes and accessories and everyone around me was so stylish – something just clicked inside me and overnight I became obsessed with clothes and fashion.

Whats the best part of your job? 

I split my time between working for PHOENIX Magazine and styling for a range of womenswear brands. It couldn’t be more different to a 9 to 5 job! I love the variety of work, and constantly meeting and working with new people.

How would you describe your signature style?

Casual with an unexpected twist. I never feel better than when I’m wearing leather trousers or jeans, a cashmere knit layered u

nder a super sharp blazer and a pair of statement flats.


Where do you get your inspiration from?

 Absolutely everywhere; Instagram and Pinterest always play a huge role when I’m looking for shoot inspiration. I also find travelling and people-watching abroad hugely inspiring too.

Whats your number 1 style rule?

Take time to discover what your style is and run with it. Find the colours and shapes that suit you and then build a wardrobe of items that all work together. There’s nothing worse than wearing an outfit and not feeling good in it.

Whose style do you covet the most and why?

 I’ve always been a huge fan of the same four celebrities – the Olsen Twins, Alexa Chung and Sienna Miller. They all make fashion look totally effortless. You can tell they dress for themselves which I find really empowering.

Tell us about your favourite piece from the London W11 collection and why?

I’ve been a fan of the brand for quite some time now – the quality and versatility of the designs is everything that I look for when I’m shopping for new clothes. The raw edge cashmere crew neck in black is at the top of my wish list.

What are your top London hotspots for eating, shopping and drinking?

 You’ll often find me enjoying a spot of brunch outside Nicole’s in Westbourne Grove; it almost feels like you’re in Paris! My dinner plans tend to be quite low-key; I’m a regular at Lemonia in Primrose Hill, they do the most amazing sharing starters and moussaka. For drinks with friends, Soho is my preferred choice; there’s such a lively energy and welcoming feel to the area.

Whats your favourite travel destination? What do you need for a perfect holiday?

I think Italy has to be my favourite; a big bowl of pasta near the beach and plenty of sunshine is all I need for the perfect holiday.

 Finally, what do you like to do to relax? 

 When I’m not working, my favourite ways to switch off mainly involve cooking and exercising. I love being in the kitchen with the radio on. Equally, I find exercising and running ideal for clearing my head. I pop in my headphones, map a run and forget all about my work stress.

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The Best Female-Led Exhibitions in London

For centuries, upper class white men dominated art as a medium. It was trailblazers such as Frida Kahlo and Joan Jonas who carved out a space for female artists. Today, women’s art is something to be celebrated, both in its own right and because of its inherently gendered (and politicised) position. To honour this celebration, we present the top five female-led exhibitions in London, from Baroque paintings to a curation of Frida Kahlo’s cosmetics.


Frida Kahlo: Making Her Self Up

  After 50 years of being sealed away by her husband, Frida Kahlo’s wardrobe was uncovered       in   2004. Never before shown outside of Mexico, this V&A exhibition presents a carefully   curated   selection of personal artefacts, including her famous embroidered clothing, blusher   and   lipsticks, as well as her red-booted prosthetic leg. As Kahlo suffered from physical   ailments   throughout her life, this exhibition shows just how important clothing can be for an   individual   in shaping and transforming their identities.



Lubaina Himid: Our Kisses Are Petals

After becoming the oldest Turner Prize winner in 2017, Himid has taken to the Baltic Centre for her latest exhibition. Our Kisses Are Petals features paintings on cloth that resemble the style of the Kanga, a fabric traditionally worn by East African women. The pieces are each inscribed with words from poets including James Baldwin, Essex Hemphill and Audre Lorde, creating what Himid describes as ‘speaking clothes’. The cloths are hung in a flag-like and nationalistic fashion, disrupting expectations and subverting notions of identity and what ‘belonging’ means today.




A Woman’s Place

With the Representation of the People Act celebrating its centenary this year, the stately              home at Knole is presenting the work of six contemporary artists throughout its house and     grounds. The exhibition focuses on the progression of women that have contributed to the   history of the National Trust property, shining a light specifically on the untold stories of its   women. Highlights include letter extracts from Anne Clifford and Frances Cranfield and   specially commissioned works from Melanie Wilson, Lindsay Seers and Emily Speed.




Joan Jonas at the Tate Modern

One of the most important female artists to emerge from the 60s and 70s and pioneer of video and performance, Joan Jonas continues to produce work at the age of 82. This exhibition is the largest collection of Jonas’s work ever held in the UK, and houses her early work from the 60s through to more recent installations. Exploring topics such as feminism, sexuality and climate change, Jonas’s creations remain as poignant and as relevant as they were when she began her work.




Women and Power: A Walk Through Tate Britain

  The Walk Through British Art exhibition at the Tate Britain contains a virtual tour of its     selection of women’s art throughout history, inspired by the 100th anniversary of   the Representation of the People Act.  The online collection presents a curated selection of   paintings by prominent female artists from the 17th century through to modern day, including   Evelyn John, Bridget Riley and Mary Beale, allowing you to take yourself on a handpicked tour of some of Britain’s finest art.