Eco Fashion Week 2010, Geneva
Fashion is often used as a cipher for the ‘bad’ attributes of Western culture. Lumped in with crass commercialism, unsustainable manufacturing practices and the like, the industry has – ironically – attracted a bad image for itself.
Of course, the truth is wildly different, but a lot of fashion designers like to play up to the image of excess to gain column inches if nothing. We all remember the diamond encrusted bra, right?
As an antidote to the naked glitz of most fashion events, EcoFashionWeek is due to start in Geneva on the 21st January. This show highlights collections that are not only easy to wear, but also easy on the planet. Labels such as Annie Greenabelle specialise in sustainable fashions and ethical business practices (no sweatshops here!)
As supermarket chains move into the realm of copying high street fashions at a low price on the back of Indian child labour, eco fashion is a really interesting way for true fashion labels to differentiate themselves.
Research shows, time and again, that consumers are willing to pay a premium for ethical goods so a combination of high fashion and ethical values is sure to be a winning way forward for the industry as a whole. We can’t wait to see the things that tumble from the catwalk of this show, and look forward to bringing you some gorgeous stylings hot from the pens of these sustainably-minded designers.
