Collaborations for environment and sustainability abound this summer.
Despite contributing to a whole lot of fast fashion, the fashion collaboration phenomenon is far from losing any steam. Teaming designers with retailers like Missoni for Target and the hot off-the-press announcement of Versace for H&M, has even hardened ethical fashion editors like us tempted. Seems like everyone is getting in on the hard-to-resist concept. Happily, that also includes a new wave of partnerships between high profile brands and environmental causes.
Cult beauty brand, Crème de la Mer lined up with ocean saving charity Oceana to raise awareness for World’s Ocean Day on June 8th. In conjunction with a special launch of a blue line limited edition jar of their celebrated algae rich moisturizing cream, the company contributed $200,000 to the charity and produced a mesmerizing film, The Seven Seas Sound Mix. Described as “an ambient journey showing seven remarkable people muse about their love for the sea in a sensory compilation that focuses on sustainability, ocean awareness and the infinite beauty of the sea,” the film is an effective appeal to preserve the world’s endangered oceans.
Outspoken and visionary, Dame Vivienne Westwood has long looked out for the environment as part of her personal manifesto. Announcing last week a second collaboration with the International Trade Center and their Ethical Fashion Africa Project, her latest range of brightly colored bags and accessories will now be widely available on the YOOX site. A short film directed by Juergen Teller that premiered in Florence showed Vivienne teaching her skills to locals in Nairobi. In her inimitable way, she announced that the sales from these bags go towards helping impoverished Africans, but the making of them provides work “not charity.”
Asos, the online fashion brand that is slowly but surely establishing itself as the web’s most expansive fashion presence announces their second Asos Africa collection this month. The first, launched earlier this year was made by small producer groups in Kenya, Tanzania and South Africa and is dedicated to creating jobs in underprivileged communities there. Sure to be a hit after Michelle Obama was spotted this week wearing a sleeveless print cotton shirt from the line, if you don’t believe in the “Obama effect” just ask J.Crew.
Emerging style icon, Kate Middleton is well known for her love of mass market retailers or what the British call “high street” chains. One of her favorites, Whistles, has just has launched its first capsule eco collection in conjunction with Ciel, the award-winning, sustainable label. The collection is comprised of eight beach wear pieces in prints inspired by heritage brand Liberty. Whether you like her style or not, she is fast becoming one of the worlds most photographed women. If she were to decide to wear one of those pieces during her visit to Los Angeles next week, she’d be having an ethical “effect” all her own.