sot aw
os S. we
we wee :

Ns

Tanya Colledge oes

he misconception that eco-friendly clothing is ugly, uncomfortable or unaffordable
has been a tough stereotype to reverse for designers and sustainable clothing
enthusiasts who have backed the long-time movement. But with the world becoming
bre sympathetic to environmental issues, working conditions of people in the industry,

of course, the health of the consumer, eco- fashion is finally making its debut in the
instream world.

bm London to Paris, New York to L.A., Milan to Toronto, this past month has seen
ndreds of designers displaying their works of art for Spring 2010 on the runways in

hion capitals around the world. Their inspiration—taken from social cues and global
hcerns such as our current economic crisis, the war in the Middle East and climate
ge—has begun to fuel the growing green trend in the industry, giving new life and

sts to what used to be considered “granola” fashion.

al designers will have their turn to showcase their own spring/summer 2010 looks
ovember, when Vancouver comes together to showcase established and upcoming
igners at Vancouver Fashion Week (VFW). Globally recognized and known as the West
ast’s most prestigious industry event, VFW will take place from November 3-8 2009,
arious downtown locations and gather influential consumers, industry professionals

of course, local fashion enthusiasts to gawk at our city’s amazing talent. With its

h status and reputation, VFW is the perfect platform for eco-designers to display their
ironmentally friendly designs and educate their audiences of the importance of this

d.

at sets eco-fashion apart from traditionally produced garments is the environmental,

cal and social considerations built into the design and fabrication of each piece. This

be as simple as using fabric such as organic cotton, or donating proceeds to an earth-
ndly charity. This “do-good” attitude has been spreading throughout the fashion industry,
ng perceptions of superficiality a complete makeover. Whether it is accessories or haute

 
  
 
   
 
 
  
  
   
    
  
  
  
   
  
   
  
 
 
  

Nixxi

Offering timeles

S and el i
from Sustainable jon Pieces made

materials, Nixxi, created by

n-Lee W;
one of Vancouver’ atson, has b

couture, designers are finding ways to incorporate these green choices and lifestyles into
their work.

Contrary to popular belief, eco can be edgy, loud, fun, playful, and chic. Technology and
research in the area has created ways to use raw materials such as linens and cottons that are
not treated with any harmful chemicals, bleaches or dyes, to produce unique garments with
incredible finishings and details. The proof of these modern techniques lies in the green
designs that have been walking down runways at fashion weeks across the world this month
and have become a true testament to how far this trend has come.

But with so many designers and even big retailers such as Wal-Mart and the Gap
incorporating “green” initiatives into their marketing campaigns, carefully planned traps
have been laid out for the uninformed and naive consumer seeking to support this greener
lifestyle. Without proper knowledge of which labels are dedicated to producing 100 per cent
eco-friendly garments, it can be difficult for consumers to differentiate these brands from
those who are using the term “eco” to improve their companies’ ethos. Thus lies one of this
sector’s largest competitors: marketers who paint their labels as being greener than they are
in reality in order to gain an edge in popularity in such a competitive market.

In order to try and give the truly “green” labels the publicity they need, celebrities such

as Sienna Miller, Hayden Panettiere and Kate Hudson have all jumped on the green
bandwagon and become spokespeople for the eco movement— inspiring and educating
others to do the same. The buzz around eco-friendly fashion has even begun to inspire other
celebrities such as Pamela Anderson, Selena Gomez and Emma Watson, to take matters into
their own hands by launching their own sustainable clothing lines.

With support from industry events such as VFW, the West Coasts’ eco-fashion scene has
seen significant growth— breeding many homegrown designers passionate and committed
to bringing chic sustainable fashions to the public. Specifically in Vancouver, brands such
as Devil May Wear, Adhesif Clothing, Elroy Apparel and Nixxi have all made their mark,
selling their beautiful garments in boutiques around the Lower Mainland.

11

6°49 4°49 OO $4 44 e474"
EHH EeR EO HOM DM OHH HES

 
  
 

 

+ ¢ e