From the UK: London eco-Fashion Week

By Sebastian Clayton - September 4, 2008

It’s the beginning of the fashion calendar again with catwalk shows in New York, London, Paris and Milan. As TONIC works with some designers, I had to check out London Fashion Week last year to not only look at designers, but also for eco-friendly and sustainable fabrics, production and anything else that helps us produce sustainable products. I think fashion has tried to make the biggest statement about the world we live in.

Political and environmental issues have always been highlighted through fashion for as long as I can remember, so it was good to see that this year again that there is ‘estethica‘ — which promotes the best in British eco-sustainable fashion throughout the duration of London Fashion Week. As yet, there is not an “eco catwalk” show but I expect this will come soon.

This year, 15 new labels are part of ‘estethica’ which has grown in size over the last five years. Located in the exhibition stalls at the Natural History Museum, this year sees over 30 fashion brands with a conscience showing off their Spring/Summer ranges for 2009.

All these labels are attempting one thing — changing the public’s view of green and environmental fashion from safe to new, exciting, innovative and successful.   Looking through the list of all the brands appearing this year, you can now buy anything from a red carpet dress, to daytime work clothes and evening wear, to trainers, jeans, jewelery and eye-catching bags.

I started to forget the reason I was looking at these clothes as it felt more like the designs and materials pulling me in and not the causes. I forgot about fair wages, organic bamboo and sustainable cotton as I got lost in the colours, designs and look!

All these companies is what TONIC is all about — providing a product but ensuring that good happens around the production and sale of it. These companies have realised that it is about putting back in what you take out.

People Tree , Noir , Veja , Terra Plana and Art 23 are a few that I really liked. With their attention to detail, design and presentation they come across as part of the new breed of business and it feels good.

London Fashion Week begins 14th September - check it out!