Architects have proved they can build environmentally friendly houses. Gardeners have moved away from spraying environmentally dangerous poisons. Even car manufactures are trying to find a way to reduce their carbon footprint. Now the fashion industry is going green and aiming for both ethically and environmentally friendly products.
The industry is playing catch-up, but is this just a trend like plus-size models, Capri pants, side-shoulders, low-crotch pants, and slogan tops?
Retail expert and founder of Country Road, Steve Bennett believes this isn’t the case. In an interview with The Age he says, “Green is not a trend… Over the next 10 years the focus will be even more on sustainability and the planet.”
Fashion festivals around the world have started to produce entire runway shows devoted to designers creating eco-fashion. At the 2010 L’Oreal Melbourne Fashion Festival there was an entire runway show devoted to “slow” fashion. New York, London and Paris Fashion Weeks also have a show for designers who blend ethical production with high craftsmanship.
Lesser known designers such as Elsom, Good Society, Cylk and Minna are heading up the eco-fashion world, but it’s not just for the smaller companies. Nike completed a line of sportswear made from 100% recycled polyester. They also created shoes from environmentally friendly materials that eliminate toxins. New Zealand fashion designer Kate Sylvester has used organic cotton and eco-Marino fabrics in her collection. In Australia Elle Macpherson Intimates and Gorman are also doing it for the team and using eco-friendly materials. Elle Macpherson’s collection Procession makes use of bamboo cotton and sea cell, while Gorman uses organic-certified yarns and recycled fibres.
With so many designers and shows backing-up eco fashion perhaps the ‘green’ trend will be more than a fleeting presence within the industry.