The growing trend for contemporary and affordable ethical fashion has arrived in London!
Fashionistas along with influential celebrities and top UK designers including Alexa Chung, Daisy Lowe, Stella McCartney, Luella Bartley, Vivienne Westwood and Peaches Geldof have developed a green conscience and started to delve into the ethical fashion world. With vintage wear being on the rise over the past few years, clothing which does not damage the environment and has a social conscience is also becoming increasingly popular.
In the current economic climate, consumers are increasingly becoming more inclined to invest in timeless pieces that last more than one season. With Primark recently hitting the headlines after being forced to remove its logo endorsing ethical credentials, the country’s love of cheap ‘fast fashion’ – despite the recession, is diminishing amidst the consumer’s sound ethical conscience.
Pure London, the UK’s largest fashion trade event for buyers and retailers, launches a new ethical section this February in line with consumer demands. Ethical fashion is no longer perceived as the preserve of hemp wearing but is now glamorous, stylish and affordable. Top designers such as People Tree, Sweet Blossom, Komodo, Izzy Lane and Amana will be showcasing their ready to wear collections at the show.
When it comes to animals, Izzy Lane’s collection of beautiful cashmere and knitted coats, dresses, and skirts are all made from rescued sheep that would have been sent to slaughter.
Spared from the Butchers table, the collection consists of cutting edge fashion designed and produced on home turf, here in Britain.
Revolutionary recycled accessories brand Little Earth takes American car license plates, hubcaps, fenders and car tires and turns them into stunningly desirable handbags, each one hand embellished with Swarovski crystals.
Accessory brand Artisan Life replaces the slaughter of elephants for their ivory tusks with stunning pieces of jewellery made from a vegetable form known as tagua seeds. The ivory nut which grows on palm trees is dried for a period of up to 2 years. Once the seed is separated from the shell it has a dark skin which is removed to reveal the beautiful ivory colour. The tagua seed is then cut into a range of different shapes and formed into stunning pieces of jewellery.
Terra Plana is spreading the green message loud and clear with the opening of its brand new shoe store in London’s Westfield. With designs produced using recycled elements, vegetable leather and its signature quilting, the shoes are a definite must have!
Retailers are now looking to source good quality, sustainable, economical and timeless clothing to meet the demand from their customers. There is no excuse for fashionistas not to be green from head to toe now with some amazing new collections at Pure London.
Green is definitely the new black!
Source: Good Results Advertising & PR
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LONDON IS GREEN WITH ENVY FOR ECO CHIC!
