The merit of paying homage to Estethica Feb 2011 in the first P.R. blog post is that it sets the tone for things to come. Keep your eyes peeled for news, events, features and exclusive interviews on everything FASHIONABLY SUSTAINABLE. In the meantime, happy reading! Love P.R. x
For the tenth season Estethica, a British Fashion Council (BFC) initiative launched in 2006, will form a significant part of The Exhibition at London Fashion Week at Somerset House today. Sponsored by high street fashion retailer Monsoon, Estethica has evolved into the hub of London’s ethical fashion industry and is highly regarded in the UK and internationally.
Over 20 cutting edge designers, chosen for their design excellence and commitment to sustainable working practices are exhibiting this season and all adhere to at least one of the key Estethica principles of fair trade and ethical practice in the production process; the inclusion of organic fibres; the use of upcycled and recycled materials and fabrics.
Five Estethica designers - Christopher Raeburn, From Somewhere, Junky Styling, Lu Flux and The North Circular - have received BFC mentoring support, including fashion business and product advice by industry experts, Bev Mailk, Susanne Tide Frater and Yasmin Sewell. The BFC expressed their delight that designers showcased in Estethica are now put on par with mainstream collections in leading retailers worldwide.
Monsoon has sponsored Estethica for eight consecutive seasons and has sponsored the
Estethica guide since September 2007. Peter Simon of Monsoon says: “Now in our eighth consecutive season, Monsoon is hugely proud to be continuing its sponsorship of Estethica. Sustainability has always been close to Monsoon’s heart with the use of hand crafting and natural fabrics integral to the Monsoon handwriting. As founding members of the Ethical Trading Initiative we feel it is vital to encourage and support the emerging talent in this field. We love working with Estethica as they share our values and embody all that Monsoon stands for.”
The exhibition’s co-curators, Consultant for the BFC, Anna Orsini, Filippo Ricci and Orsola de Castro co-founders of From Somewhere continue to spearhead Estethica, introducing new designers and supporters, raising consciousness of sustainability in fashion.
Orsola de Castro says: “Estethica nurtured eco fashion from its infancy and has helped launch it into the stratosphere. We watch with pride as our designers go further and further, becoming recognisable to an international audience and changing the way we dress forever.”
Anna Orsini comments that “everyone involved in fashion, whether high end designer or high street, needs to address the issues of ethical trade asking searching questions as to the provenance and the lifecycle content of the clothes produced and sold in the UK and globally.”
There are four new designers at this season’s Estethica exhibition: English milliner Jacob James best known for producing finely tailored hats made from unusual and sustainable fabrics; Jeweller Kumvana Gomani committed to creating eco-luxe pieces inspired by her childhood spent in Canada and Malawi; fellow Canadian Tara St James of ready to wear label and creative collective, Study NY and fourth new comer Dr Noki, who has shown at Fashion East and launched Dr Noki’s NHS (House of Sustainability) in 2008.
Also new for AW 2011 is the screening of a film made by The North Circular, featuring Lily Cole entitled “Metamorphosis” while The Fairtrade Foundation is presenting a collection of scarves made with organic certified cotton produced by farmers in West Africa and India. The scarves are designed by Hussein Chalayan, Marios Schwab and Holly Fulton making this the first hybrid project presented by Esthetica.
Caroline Rush, CEO of the BFC, says: “The Estethica initiative goes from strength to strength reflecting the fashion industry’s appetite for sustainable product and collections.”
Rush continues: “The variety of collections – encompassing ready to wear, jewellery, millinery and other accessories – and the diversity of the designers’ methods of production and use of materials is truly inspiring. Estethica continues to lead the way in showcasing ethical sustainable fashion.”
The Estethica exhibition takes place in The Embankment Galleries, Level 1, at Somerset House, Strand London WC2 from Friday 18 February to Tuesday 22 February 2011, 10.00am – 7.00pm.
London Fashion Week February 2011: Estethica Designers
Ada Zanditon
Antonello
Ciel
Dr Noki’s NHS
Emesha
From Somewhere
Goodone
Henrietta Ludgate
Jacob James
Joanna Cave
Junky Styling
Kumvana Gomani
Lu Flux
Little Glass Clementine
Makepiece
MaxJenny
Michelle Lowe Holder
Pachacuti
Partimi
Study NY
The North Circular
