I know how overwhelming it feels to grow a sustainable fashion brand right now. Algorithms. Ads. Content chaos. Fast fashion competition.
It can make you question if building a values-led business is even possible anymore. But it is absolutely possible to grow a profitable, purpose-driven slow fashion brand—without paid ads, without exhausting dancing reels, without selling your soul.
I know because I’ve done it before and I'm doing it now. Alongside The Fashion Advocate, I co-run a sustainable fashion brand, so I know that it is entirely possible with the right strategy.
And if I had to start over today—with zero followers, zero customers, and nothing but my values and a clear vision—here’s exactly what I’d do to grow 25k followers and generate over $500,000 in sales.
No fluff. No fake-it-till-you-make-it disguises. Just strategy rooted in storytelling, trust, and alignment.
1. I'd build a story-first brand, not a product-first brand.
Most slow fashion founders start with their product—and forget to bring people into the story. But in a world flooded with clothing, your values, your voice, and your 'why' are what make people stop scrolling.
Conscious consumers don’t buy products. They buy purpose.
So if I were starting from scratch, I’d get crystal clear on my brand’s message from day one. What do I stand for? Who am I here to serve? What am I inviting people into?
And I’d do it with depth, not perfection. Because trust beats aesthetics every time.
2. I'd build a community before I tried to sell anything.
Before Iaunching a product, I’d build a community of humans who care about what I care about.
I'd show up on Instagram with purpose-led content. I'd use storytelling to build emotional connections (not just share pretty photos). I'd engage deeply in my DMs and comments—like really engage.
I'd use polls, Q&A boxes and stories to understand my audience and speak with them, not at them.
I wouldn’t wait for 'enough followers' before I started showing up with authority. I’d show up as if I already had the audience I wanted.
Because the energy you lead with is the energy that builds your brand. Community creates conversion. Real people buy from real people they trust.
3. I'd create a repeatable, value-aligned sales system.
This is where most slow fashion founders get stuck. They show up consistently but they don’t know how to sell.
Instead of throwing random bits of content out into the world and hoping for something to stick, I'd plan content around a slow fashion specific sales system—the exact method I now teach in Instagram Growth Lab.
I'd share consistent calls-to-action that feel like an invitation, not pressure. I'd focus on one to two hero products or one collections at a time—not trying to sell everything, everywhere, every day.
No paid ads. No fake urgency. No scarcity. No chasing trends. Just a clear message, a connected community, and a sales system that feels like me.
This is the kind of strategy I wish I had when I was starting.
It took me years to figure it out—years of trial and error, doubting myself, and wondering if ethical brands could really make money online.
Now I know: you absolutely can because I absolutely am, and the hundreds of brands who use my systems—are.
But you need the right strategy. One that’s built for your values, not for fast fashion.
That’s exactly what I teach inside Instagram Growth Lab—a 5-week intimate program for slow fashion founders who want to grow their brand and their sales without compromising who they are.
Doors close soon, and we start March 31. There are only 10 places available—because I keep it intimate, focused, and real.
If you’re ready to build something meaningful—and profitable—on Instagram, this is your sign.
Let’s do it differently. Let’s do it your way. Check out all the details here, or contact me if you have any questions at all. I'm an open book.
Let’s use fashion as a force for good—and make sure it supports you, too.
Claire x
