Earlier this week I visited Pure London, the bi-annual fashion exhibition at London's Olympia. In February 2009, Pure London launched an area dedicated to ethical fashion to increase the awareness of ethical brands. At August's event, the ethical brands were intermixed with the other exhibitors to display how ethical fashion can sit seamlessly alongside 'non-ethical' fashion.
Katie Weightman founder and designer of Miksani told me she had benefited from not being in a separate area. A journalist from a weekly fashion magazine told Katie that her Editor didn't think ethical fashion was 'glamorous' enough for their readers. Upon seeing the Miksani collection the journalist took some images to show to her Editor. Hopefully the Editor's view of ethical fashion will be changed and Miksani will receive some well deserved publicity.
Unfortunately, the Editor's comment sums up many people's perceptions of Ethical Fashion. It's not glamorous. It's not directional. It's not 'fashionable'. The days of itchy fabrics, crude embroidery and unflattering designs are a thing of the past. Don't believe me? Take a look at some my favourite brands at Ethical Pure:
Miksani SS10 at Pure. Image from mygreenstyle.com
Miksani: Katie Weightman launched her new label Miksani at Pure. Katie uses organic silks, cottons and banana fibre to create a feminine, wearable collection. The use of whisper light fabrics and muted colours ensure a modern look.
Definitely one to watch.
Lalesso SS10 collection. Images courtesy of Lalesso.
Lalesso: You may recognise this name from a previous post. I really like what Lalesso are doing - their ethics and their designs so I think they are worthy of another mention.
Inspired by the silhouettes of the 1950's, Lalesso's new collection has a touch of feminine sophistication - with a flirtatious feel! Lalesso have maintained their signature energy and playful attitude with the use of vibrant colours and traditional 'lesso' prints. Perfect for holiday and daywear.
Lalesso SS10 collection. Images courtesy of Lalesso.
This tiered dress would also look fabulous with black opaque tights, killer heels and a black tux jacket to infuse some sunshine into a winter wardrobe.
Reem Alasadi SS/AW09
Reem: Reem Alasadi is a true innovator. Her eclectic collection of high-end ethical fashion is testement to her design skills. All materials are organic, each piece is hand-crafted and cleverly constructed to produce breath-taking garments.
Reem's small stand was a hive of activity with gasps of delight from buyers as they held her dyed and beaded chamoix leather jacket. Another seemed intent on leaving the exhibition wearing Reem's sequin embellished parka.
