The challenge was to create a unique magazine and digital platform which makes sustainable fashion “cool”- appealing to a broad audience from Gen Z to industry creatives alike.

More Or Less was born, championing creativity over consumption - an annual print magazine featuring celebrities and top models using the crème de la crème of the fashion industry to create iconic editorials using vintage and eco brands only. Cover stars have included Kate Moss, Paloma Elsesser, Pamela Anderson, and Chloe Sevigny to name a few, with photographers like Jamie Hawkesworth, Oliver Hadlee Pearch, Zoe Ghertner, Tyler Mitchell and others as part of its roster.

More Or Less seamlessly integrates its print magazine with a dynamic digital platform and social media presence, creating a lively, interactive 360-degree experience. The digital platform extends the life of the print issues through video content, exclusive interviews, short films, and real-time updates. Meanwhile, social media channels amplify the magazine’s sustainable fashion message, engage a global community, and invite collaboration and dialogue, making the brand accessible, participatory, and always evolving.

At its core, More Or Less magazine is a celebration of creativity, sustainability, and the future of fashion. To amplify this mission, More Or Less has cultivated a series of strategic brand partnerships with forward-thinking companies like Microsoft, Farfetch, The RealReal, Depop, Re/Done, 66 North, Inditex and many others. These collaborations extend the magazine’s influence beyond its pages, creating innovative content, experiential events, and community activations that redefine what brand partnerships can look like in the era of conscious consumerism.

Fashion’s traditional partnership model often revolves around promoting consumption. More Or Less was determined to rethink this — forging alliances only with brands that aligned with its values of sustainability, circularity, and innovation. The goal was to create partnerships that weren't just promotional but purpose-driven, pushing both industries and audiences toward more responsible, imaginative ways of engaging with fashion.

More Or Less joined the 2024 Green Carpet Fashion Awards with two powerful voices in sustainability: model and ethical fashion advocate Tindi Mar, and Indigenous rapper and activist Xucatzel. Dressed in curated looks from Farfetch’s Positively Conscious Edit, they embodied a vision of sustainability that merges environmental responsibility with cultural preservation and social justice.

On the ground, More Or Less captured dynamic, editorial-style content—including a "Get Ready With Me" video, red carpet photography, and behind-the-scenes moments—that brought the spirit of the event to life.

To extend the impact, More Or Less produced a follow-up fashion shoot featuring standout pieces from Farfetch’s responsibly made, vintage, and upcycled selections—highlighting sustainable fashion through a creative, editorial lens.

This collaboration offered a compelling blueprint for how brands and media can drive meaningful change. By uniting conscious fashion, creative storytelling, and intersectional values, Farfetch and More Or Less proved that sustainability isn’t just a trend—it’s the future of fashion.

In a fresh, irreverent take on sustainability, More Or Less magazine partnered with Re/Done, the pioneering upcycled denim fashion brand, to create a dedicated editorial shoot and host an intimate, sustainability-focused dinner. The collaboration celebrated creativity, humor, and eco-consciousness — bringing a new attitude to the often-misunderstood image of environmental activism.

The stereotype of the "tree-hugger" — earnest, unglamorous, and sometimes mocked — has long been associated with environmental activism. But what if this cliché could be reinterpreted as something playful, stylish, and powerful? More Or Less set out to flip the script, bringing its signature wit and visual innovation to a classic environmental trope — while celebrating Re/Done’s commitment to circular fashion.

To celebrate the launch of the issue, we co-hosted an intimate dinner at the beautiful Garden Museum in London. Surrounded by lush greenery and historic charm, guests enjoyed a thoughtfully curated, conscious meal that reflected the values of the issue and the spirit of community.

More Or Less's Jaime Perlman teams up with Models.com to lead a discussion on the urgency of sustainable practices in fashion with three trailblazers in their own right – actress and style icon Chloë Sevigny, groundbreaking model Quannah Chasinghorse, and National Geographic Explorer and FIT assistant professor Dr. Theanne N. Schiros. Chloë Sevigny shares her experiences as a longtime advocate for eco-friendly fashion, while Quannah Chasinghorse brings a vital viewpoint, emphasizing the need for honoring traditional practices and environmental stewardship. Through her academic and scientific perspective, Dr. Theanne N. Schiros discusses innovative materials and technologies that could help revolutionize the industry. Models.com spoke to Perlman to discuss her inspiration in starting the magazine, the need for fashion to embrace new, environmentally savvy textiles, and how everyone needs to consider the broader impact of their sartorial choices.

In a unique collaboration, More Or Less partnered with legendary model and sustainability advocate Amber Valletta to upcycle her personal wardrobe archive. Working with the Fashion Institute of Technology (FIT), where Amber serves as Sustainability Ambassador, the project merged fashion legacy with emerging talent and environmental action.

The concept was simple but powerful: give new life to iconic pieces by empowering the next generation. Five standout FIT alumni reimagined items from Amber’s archive using innovative upcycling techniques, resulting in a capsule collection that blended heritage with visionary design.

To celebrate, More Or Less produced a dedicated cover shoot featuring Amber modeling the reworked pieces—photographed by Angelo Pennetta and styled by Alex Harrington. The images told a story of transformation, creativity, and purpose.

The upcycled garments were sold through a curated online platform, with proceeds donated to the FIT Sustainability Fund, supporting education and innovation in sustainable fashion.

This collaboration showed how circular fashion, emerging voices, and creative storytelling can drive real impact. By reimagining the past, More Or Less and Amber Valletta helped shape a more sustainable future for the industry.

More Or Less partnered with Inditex for their annual internal sustainability conference, Shaping Today for Tomorrow—a multi-day event in Spain bringing together teams from Zara, Massimo Dutti, Pull&Bear, and more to explore the future of sustainable fashion. Tasked with capturing the conference’s spirit, More Or Less created a one-of-a-kind editorial zine designed to educate and inspire Inditex employees long after the event ended.

Immersed in the event, the More Or Less team conducted in-depth interviews with keynote speakers and workshop leaders—gathering actionable insights, personal reflections, and visionary ideas. A commissioned photo shoot on-site included editorial portraits and artistic still life imagery, bringing the themes of regeneration, innovation, and creativity to life.

The final zine blended essays, interviews, and photography in More Or Less’s distinct creative style. More than a recap, it became a lasting resource for Inditex teams—fusing editorial storytelling with corporate sustainability goals.

This collaboration turned a corporate event into a creative catalyst, proving how imaginative storytelling can extend the life and impact of sustainability initiatives across global fashion brands.

In a boundary-pushing collaboration, More Or Less partnered with Microsoft to explore how technology can expand the creative horizons of sustainable fashion. Four pioneering UK designers — Phoebe English, Frederick Tjærandsen, Bethany Williams, and Rottingdean Bazaar — were invited to imagine radical, AI-generated garments free from physical constraints.

Using Microsoft’s AI tools, each designer transformed sketches and mood boards into visionary digital creations. The goal wasn’t mass production, but limitless imagination — challenging what sustainable fashion could become when creativity and technology collide.

In conclusion, this collaboration redefined the role of AI in fashion — not as a tool for speed, but as a medium for visionary thinking. Together, More Or Less and Microsoft proved that the future of fashion can be imaginative, responsible, and boldly reimagined.