Every eco-fashion website you go to is probably comprised of some red hot talent when it comes to work outside the site. EcoSalon fashion writer Greta Eagan is a great example of one of our writers taking an entrepreneurial walk outside our own pearly green gates. Recently launching FASHIONmeGREEN, a sustainable fashion awareness project two months ago in L.A. (The L.A. Project), she’s now in New York City wrapping up her New York Project (shot at the SoHo House) with Eleanor Banco, PR Director of Style.com and Teen Vogue.
Next stop? London – to find her next victim or “style influencer” to help morph a darker shade of green.
All clothing and accessories will come from local eco-designers based in each city and will be stylishly showcased in an editorial spread on the site as well as behind the scenes video webisodes. The site will also run the FMG Daily featuring current trends and style tips with eco-alternatives (indicated by a green leaf).
Eagen says “The idea is to impart a style source that is relatable, inspirational, current and eco.”
I recently caught up with Eagen to talk about her new project.
(Side note, if you’ve got an entrepreneurial fashion mission you’re on, pitch it to us!)
Inspiration behind FMG?
I really wanted to build a global platform for eco-fashion with resources, and create a way to bridge the gap between mainstream and eco-fashion. My motto is to provide a (digital) space with style standards as high as the eco ones.
With all the information out there about forward sustainable fashion, do women really still think it’s not stylishly comparable? Could this possibly be true?!
I really think it comes down to awareness. People want to be responsible in their purchasing. We have seen that with the organic food movement and insurgence in hybrid vehicles. When it comes to clothing and fashion, it is just going to take time to educate the consumer and show them what options they have. I would also add, that a lot of the designers who are designing “˜green’ are independent and therefore not as well known as the bigger brands, so again it’s a matter of exposing them to the consumer.
You’ve FMG’d fashion blogger Lucrecia Chan and Style.com’s Eleanor Banco, were they surprised there was so much sophisticated greenery out there?
Absolutely! They both had some idea of what was out there and knew a couple of designers who are green, but the makeover really exposed them to very fashion-forward eco-options they didn’t know existed. I know that they were coveting some of the pieces from the makeover!
Did they pick their own looks from a bunch of clothes you acquired from designers or did you style them all the way?
The core concept of FMG is to select style influencers whose style stands on its own and has garnered them respect and admiration in the fashion industry. Through the makeover, we adamantly hold onto that original style sense to recreate their style aesthetic using mostly eco-inspired pieces. So the process is always very interactive and collaborative. When I do a first pass through the designers I want to pull for the shoot, I will always revert back to my style influencer’s image and ask, “Would she wear this?” Then, we work with the influencer to select exact pieces from eco-lines. Finally, the day of the shoot we will have a handful of outfits outlined, but always allow for the flexibility to change things as we go so that it communicates their true style sense.
Always five looks and how are the five looks picked?
It really is a brainstorming process. We will chat about their style signatures and the story they want to tell through their outfits. Also, because the spread is published online with a Shop The Shoot section, the looks are very seasonal and represent what the influencer is wearing at the moment. We always want the looks to be relatable, corresponding to the time of the year and also sourcing real women who work in industries that command a strong sense of style.
What’s your best advice for newbies?
It’s important to remember that no single brand out there is 100 percent sustainable at this point in time, so to hold yourself to those standards is unrealistic. Instead, start with what makes sense to you and explore. Thrift or vintage shopping is a great entry point. By reusing a piece that was previously produced, you extend its life cycle and just that is very sustainable.
Going green with your wardrobe is a lifestyle decision and I liken it to formulating an individual’s diet. Are you animal- friendly? Is ethical fashion of utmost importance to you? Or are you more concerned with carbon-footprints and dying processes? You decide what is important and make your purchasing decisions from there. It really is a personal journey for everyone which, I think, is the way fashion should be.
Photographer – Jamie Beck (FromMeToYou)
Photographer’s Assistant – Colleen Duggan
Natural Make-up Artist – Jessa Blades
Video Assistant – Andy Mirabito
Designers used for the N.Y.Project: