Estethica Press Day
Posted by sally, April 30, 2010
A “revolution in attitude” is what ex-Vogue editor Charty Durrant says is required to fight back against the trend-led shoppers. Charty was speaking on a panel at Esthetica’s press day which was held last week at Somerset House. She was joined by Baroness Lola Young, model Laura Bailey, Grazia fashion editor Melanie Ricky and others to discuss the ins and outs of bringing sustainable brands into the retail market.
All agreed it’s a must to sow the seeds of sustainable fashion awareness among the teenage demographic (teens being the group most likely to get lured by the temptations of throwaway fashion). The joy of choosing pieces of lasting beauty over a jumble of items that literally fall apart at the seams was also raised as a key point in the debate of how to educate consumers to quit shopping for the sake of shopping.
And, whilst there were some enviable high-end ethical labels on show it wasn’t all about hefty price tags. The number of labels who are fair trade, eco-friendly, upcycled etc…and affordable are on the rise.
Personal favourite. These pretty tiered skirts from Lu Flux made from scraps of salvaged fabrics.
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