When it comes to slow, ethical and sustainable fashion Emma Morris knows there are enough facets that sometimes "you can start to do your head in a little bit with trying to make it perfect".
This is why she's asking Canberrans not to be perfect, but to question their purchases and work towards making better choices. It's something that will come easily to those attending this weekend's Slow Fashion Market.
Founded by Morris, the one-day event will bring together more than 30 independent brands, featuring men's, women's and children's new clothing and accessories, all of which are both ethically and sustainably produced.
"You go into a shopping centre or places and it all looks the same, it's actually quite expensive to buy fast fashion stuff - it's not always cheap - and you're not necessarily knowing who made it or if the quality is any good," Morris said.
"What is exciting about doing a market like this, the person who made it or the brand representative is standing there.
"You can actually talk to them about it and get so much more context for the stuff that you are going to buy, and it's really exciting how many people want to buy that way, and are choosing to come to the market and support it."
The event was inspired by Fashion Revolution, a global movement birthed from the Rana Plaza collapse in Bangladesh in 2013. The event saw more than 1100 garment workers die and thousands more injured when a factory collapsed due to structural failure.
Since then, Fashion Revolution has been calling for greater transparency, sustainability and ethics in the fashion industry. The change in consumer attitudes has led Morris - who also runs two other sustainable markets - to the realisation that there was potential for a market for ethical fashion that wasn't secondhand.
"Secondhand clothing absolutely has its place and I love it, and I have loved it for a really long time but you can't always get what you need," she said.
"So if you're going to buy something new, more and more people want to know [what they're getting] and they're getting what I would call fast-fashion fatigue.
"I just felt like the timing was right [for this market] and people were not only producing stuff that was fitting but I could see there was the consumer demand, and people were starting to ask a lot more questions about how their clothes were made and how they made them."
For some of the stalls at Saturday's market, ethical fashion means local production - items that are made in Australia in short runs. For others, they take it a step further and focus on only using sustainable materials such as hemp.
But at the heart of it, Morris says it's simply about people "taking that time to question who made it or what it's made of, or who made my clothes".
"What we've tried to concentrate on is the movement and the step towards making better decisions is just as important as the overall campaign."
- The Slow Fashion Market will be at Albert Hall from 10am-3pm on Saturday. Entry is $2.