London Fashion Week Goes Ethical

Hong Kong born John Rochas Autumn/Winter 2009 collection is inspired by the Old Masters paintings and the fashion of Elizabethan times. Rochas feminine designs highlight shoulders and hips and making good use of tapestry fabrics without loosing sight of practical styling for modern day wear. Rocha himself tell us how hes been using natural fibres ever since his first collection, thirty years ago. [John Rocha, Fashion Designer]: My very first collection in 1978 was done by hand-woven Irish tweed. And the collection you see now is almost eighty five per cent in natural fibres. John Rochas public relations director is also very fond of natural fibres and explains why. [Christine Bryan, PR Director]: Its not just looking nice, but youd like to put clothes on that are really nice to wear, dont you? There is nothing nicer than touching cashmere or pure wool, or cotton, or things like that, it makes you feel good, and that is the whole idea of John Rochas collections. But Danish designer Peter Ingwesen takes his label Noir/Bllack Noir one step further, by going completely ethical. His fashion company is paving the way for a sustainable business model and will only trade with suppliers who are both kind to the workers and to the environment. The designers at London Fashion Weeks Estethica exhibition are working in the same way. All their designs are made from either organic, recycled or fair-traded materials. Upcoming designer Ada Zanditon was inspired to turn to ethical fashion as she witnessed the high volume of waste created by the fashion industry. [Ada Zanditon, Fashion Designer]: My first inspiration for doing ethical fashion was when I was living in Paris and I used to see all the waste from the garment district and I decided I was going to use it to make clothes with it, and paint on it and try to prevent waste So now Ada makes good use of her production waste- by turning it into clothing. [Ada Zanditon, Fashion Designer]: We use the waste from cutting the fabrics in the studio and turn it into the filling for inside the scarf. Trading For Development director Judith Condor-Vidal is advocating fair trade worldwide. All designs help artisans from deprived nations earn a fair wage. [Judith Condor-Vidal, Trading for Development Director]: What we bring is these stories of people who have fantastic skills that dont want charity, they just want to earn a living with their skills. Judiths project promotes factory-free collections, that use natural, locally sourced fabrics made with traditional handcrafted techniques. So the future of fashion shouldnt really cost the earth. As people become more aware, things can only improve. NTD, London, UK.


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