As World Oceans Day approaches, Lucy Yeomans, Net-a-Porter’s chief executive, is leading the way in tackling fashion’s addiction to the ‘plastic drug’. But there’s a long way to go

In April, at a Net-a-Porter event where the online retailer’s trends for this autumn were presented, one of the most popular accessories was not a leather handbag by Gucci or a leopard-print, high-vamp shoe, but the black “keep” cups that the coffee was served in. At least one fashion editor was witnessed shouldering her way over to the bar muttering: “I just need one of those cups!”

Fashion fans are followers and consumers. If something’s in, hip, hot or cool they will want it and they will buy it. And if it’s not, they won’t. So when Lucy Yeomans, editor-in-chief of Net-a-Porter and its glossy publication, Porter magazine, says – as she did over the phone this week – “Plastic is not cool” then plastic should be afraid. Very afraid.

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