Fashion is a special entity that can be transformed in many ways. Worn in different ways by all, fashion is something that overtakes everyone whether they realise it or not. Fashion can be anything from cheap, expensive, global and breathtaking, to horrible, risky, comfortable and fearless but mainly we can all agree that fashion is everywhere. However, now in this day and age fashion has taken over another section of our planet… the environment. Yes, fashion has now gone eco friendly.
With an aim to better the environment, eco friendly fashion is seen as an ethical branch of fashion. Very popular with Hollywood celebrities and global starlets such as Cameron Diaz, Natalie Portman and Jennifer Anniston, eco friendly fashion has attracted international press and awareness in relation to its positive efforts. Also known as sustainable fashion, it has also been seen vastly at festivals such as Glastonbury and Hop Farm.
Even the fashion bible Vogue agrees with the concept of eco friendly fashion. According to the May 2007 Vogue issue it appears the eco fashion is not to be a short-term trend but one that could last multiple seasons.
Usually associated with the term hippy clothes, eco fashion has inspired many designers all over the world such as Stella McCartney, Stewart & Brown, bono, and Peter Ingwersen. Celebrities and fashion designers are even working together to produce beautiful eco friendly fashion pieces with one perfect example being Emma Watson’s ‘green’ line with Alberta Ferretti. Her ‘Pure Threads’ capsule collection is created from organic cotton, muslin and hemp.
Designers say that they are trying to incorporate these sustainable practices into modern clothing, rather than producing “hippy” clothes. However, due to the efforts taken to minimize harm in the growth, manufacturing, and shipping of the products, sustainable fashion is typically more expensive than clothing produced by conventional methods. The cost is, however, justified as the materials used are natural fibres, renewable sources that are environmentally friendly and produce no carbon footprints.
Eco fashion is a great way to help and maintain the planet while looking effortlessly chic and fashionable and now that we are in the twenty first century, eco fashion is definitely the future.