Wednesday, 22 February 2012

Ethical, Sustainable, Fabulous

This London Fashion Week we've been taking a look at fashion from a whole new angle. The Good Fashion Show, at the start of Fashion Week started us on a hunt for the coolest ethical, sustainable fashion designers out there and we're proud to say that London has a lot to offer when it comes to this new kind of fashion consciousness.

This London-based brand specialises in upcycling. That means they seek out the best reclaimed textiles in the UK and combine them with British-made, sustainable materials. The brand was only founded in 2006, but in the short time it has been around, Goodone have achieved some incredible feats. They've shown at London Fashion Week; teamed up with the world's biggest charities to promote ethical and sustainable fashion and its founders Nin Castle and Phoebe Emerson now teach Sustainable Fashion at Central St.Martins, one of the world's biggest fashion colleges.

From Somewhere
This brand's philosophy is "Re-claim, re-use, re-adore." The designer behind From Somewhere - Orsola de Castro - founded Esthetica with the British Fashion Council, so this brand has some serious ethical fashion credentials that mean their philosophy isn't just talk. The brand has dressed Livia Firth for the Oscars as well as appeared at London Fashion Week, aiming to design for a woman that is "beautiful, intelligent and committed".

Joanna Cave
Joanna Cave makes jewellery for a woman who is elegant, environmentally conscious and who has a deep appreciation for classic design. That sounds like us! Made with recycled metals and ethically-sourced pearls, Joanna Cave shows as much awareness for the environment as she does for the woman she designs for. She likes to make sure that the people who work with her care about their work and are paid fairly and hopes that knowing a product's origins will inspire a greater kind of ethical consumerism.

There so much to discover when it comes to ethical and sustainable fashion, so much to prove that high design and environmental and social awareness are not at odds with one another. It's also great to see London leading the way in supporting this, by giving these designers and many more like them a platform to prove that sustainability is totally feasible in the world of fashion.  It's no wonder that London was voted the world's fashion capital.

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