Check with seller Eco-clothing loses the worthiness and goes stylish

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Clothing - Women's Published date: August 29, 2017

Few wish to shroud themselves under a hippy-ish  lingerie china , says Victoria Meekings, a spokesman for Harvey Nichols. "But as we become more socially and environmentally conscious, designers are considering how this impacts on their brand."As creative director of Bodkin, Eviana Hartman makes urban, easy-to-wear clothes that slot straight into a New York hipster's wardrobe. She says: "I personally wouldn't wear something just because of its virtuous origins.


REMEMBER when eco/ethical fashion meant selling out (at Wholesale Bikini least in style terms) to baggy hemp trousers, shapeless sack dresses and organic cotton that screamed worthiness from 20 paces?No matter what the claims made for these clothes - that they were saving the planet or mankind - their design appeal was often woefully lacking.Fast-forward a decade and eco/ethical style has done much to shake off its unsexy associations.  


Neither Wholesale Corsets Firth nor Ferretti is interested in clothes that lack fashion fizz and verve.Ethical ranges also created a splash at New York Fashion Week in February. Anna Wintour was seen on the front row at Suno, a label creating one heck of a buzz for its ethical clothing made in Kenya and India, while Edun, the label pioneered by Ali Hewson and her husband Bono, has sold a 49 per cent share to the fashion behemoth LVMH and continues to go from strength to strength.So what does ethical fashion look like in 2011, and how much do we actually want to wear the clothes? 


That's where things have really changed," sexy lingerie supplier says Ruth Chapman, co-founder of the designer boutique Matches. "However eco-conscious our customers are - and plenty are very much so - they're not going to settle for something that doesn't first and foremost make them look fantastic."Suno, which was picked up by Matches for the first time this season, was chosen by Chapman on purely aesthetic grounds. "Of course it helps that's there's this interesting story but it's a plus rather than the selling point."That eco brands market themselves differently these days is undeniable. 


I'm very picky wholesale Christmas costumes about what I like and don't like and so are my friends, the people whose style informs Bodkin. Also, if people don't actually end up wearing the clothes, then making them is a waste of materials and energy."Max Osterweis, the founder of Suno adds: "while our first collection included lots of prints from East Africa, we were conscious of not making this look like 'just another ethnic brand'. 

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