Not for sustainability, not for trends: we consume fashion the way it works for us
The revolution isn’t about following trends or being sustainable out of obligation.
Hi, my dear subscribers—
I hope you’re doing great and that this newsletter finds you in a fabulous mood.
Today, I’m excited to share a super cool piece I worked on with Michelle Gutierrez-Marti, co-founder of a brand that’s really caught my attention: Conspiración. This 100% Mexican brand operates inside one of the country’s most recognized retailers, and it’s doing something different.
Their focus? Sustainability—through evening dress rentals for any occasion. And while that might sound distant or niche at first, the truth is that clothing rental is gaining serious ground. So instead of giving you a boring, stiff, or overly cliché intro to the brand, I thought: What if Mich spoke directly to you?
So I invited her to write something. What came out is this deeply personal letter, where Mich opens up about her vision, her concerns, and how she sees sustainable fashion—on her own terms.
Honestly, I’m really excited about this piece and couldn’t wait to share it with you.
So without further ado, here’s Mich.
By Michelle Gutierrez-Marti
One time, during one of our first fittings at Conspiración, a client looked at herself in the mirror and said:
“I don’t care if it’s rented or borrowed—I just want to feel spectacular without spending a fortune.”
That line stuck with me. Because she wasn’t after a sustainability lecture. She was after freedom. Options. The power to choose—no explanation needed.
The revolution isn’t about following trends or being sustainable out of guilt. It’s about reclaiming the power to choose how we access fashion.
For years, we've been told that renting or buying second-hand is a way to “save the planet.” And sure, that sounds great in speeches. But reality is messier. Most of us decide based on what makes sense right now. Because it's practical. Because it fits our lives. Because we want something new without feeling like we’re throwing money away.
Not everyone shops thinking about how to save the world. Sometimes, we just want to look good. Period.
The real shift? Letting go of the idea that there's only one right reason to access fashion.
For years, our rental model worked. But today’s woman wants more. She wants to rent a killer dress for a wedding—but if she falls in love with it, she wants the option to buy it. She wants to discover one-of-a-kind pieces without paying full price. She wants to give clothes a second life. Wear them. Return them. Share them. Without shame. Without the pressure of doing the “right” thing for the environment.
I realized that fashion shouldn’t be about pushing a perfect narrative—it should be about opening real pathways.
That’s why we stopped offering just rentals at Conspiración. Now we sell, too. New pieces. Pre-loved pieces. Options to invest, to enjoy for a night, or to simply choose differently.
It’s not about whether you rent, buy, or go second-hand. What matters is you’re the one choosing how you want to experience fashion.
And that’s our job as brands: to give people choices. To open doors, not impose one way of consuming. Because when we offer freedom instead of guilt, we empower. And that’s how we help the planet—by supporting women without shaming them.
We were told that the most radical thing we could do was consume less. That to change the world, we had to stop shopping, cut back, give things up. But let’s be real: that hasn’t happened. Women are still consuming—and will keep doing so—because fashion is a way of living, solving, expressing.
So if we really want to spark change, we shouldn't punish the act of consuming—we should rethink how we do it. The true revolution is consuming consciously. Choosing what works for you. What fits your life. What you’ll reuse, reshare, rewear—without guilt.
And if we want to talk about real change, there’s something we need to make clear: it’s not the shopper’s job to fix the system alone. Women won’t stop buying fashion. And they shouldn’t have to. But they can make better choices—if we give them options that actually work for their lives.
Think about it this way: if someone’s been drinking the same soda forever—the one they love—they’re not going to stop just because the bottle’s plastic. But if you give them the same soda in a biodegradable bottle? Odds are they’ll switch. Not because their taste changed, but because you gave them a better option. That’s what we need to do in fashion: stop demanding sacrifices and start offering real alternatives.
Fashion should adapt to us—not the other way around.
And that’s where the business model shifts. What used to be only rentals is now sales, second-hand, a mix. What used to be linear is now circular—not just environmentally, but emotionally, too. Because we get to wear what someone else once loved. And because another woman might wear what no longer fits your life.
Fashion should move like stories do—fluidly, truthfully, and without judgment.
That’s the mission behind Conspiración Moda: to close the loop.
To build a circular fashion model that works for real women.
To offer rentals, sales, and resales.
To offer freedom—not guilt.
Because in the end, it’s brands that must create real, sustainable paths—starting with the freedom to choose.
Michelle Gutierrez-Marti
Fashion Entrepreneur | CEO & Founder, Conspiración Moda | Industry Disruptor & Innovator
Michelle Gutierrez-Marti is a fashion entrepreneur reshaping the industry in Mexico and beyond. With over 20 years of international experience, she is the founder and CEO of Conspiración Moda, the first dress-rental business in Mexico that disrupted traditional retail by seamlessly integrating rental, retail, and resale. Her visionary approach has not only redefined consumer behavior but also championed sustainability in an industry ripe for change.
With a background in law, Michelle brings a unique blend of legal acumen and business strategy to fashion, giving her an edge in navigating complex markets. Her latest venture, Bärly, marks an exciting expansion into women’s underwear, with ambitious plans to scale her brands into the U.S. and European markets.
gracias por publicar contenido sobre moda, en este caso ropa (: