Anna Griffin, Editor-in-Chief of Coco Eco, found her favorite piece—this show-stopping vintage dress— while styling Gossip Girl actress Kelly Rutherford for a magazine cover.

Anna Griffin is the Founder and Editor-in-Chief of Coco Eco Magazine, the first fashion glossy to go completely digital when it was launched in 2008. A native of London, Griffin now calls Los Angeles home and her style is the perfect mix of European sophistication and California-girl sassy. The most special piece in her wardrobe is a vintage 1980s Rifat Ozbek knit dress that has been worn by movie stars and featured on magazine covers.

“It’s a bit of a traffic-stopper being rainbow striped and somewhat figure hugging, and reminds me of my coming-of-age in the late eighties and early nineties,” Anna says. “I grew up on the outskirts of London, with a fashion designer sister who had a steady stream of Vogue and Elle magazines coming through the mailbox. It was the dawn of the supermodel-era, and Christy Turlington, Cindy Crawford, Naomi Campbell and Stephanie Seymour were its stars. A time of glamour and excess, it was played out by designers like Versace and Galliano in music videos by George Michael, and was a fabulously fun time in London and the fashion industry. Ozbek, Turkish born but London raised, was a revered British Designer of the Year in 1988 and 1992, and perfectly defined this era adding his own indelible imprint.”

Like a true style icon, Griffin views her closet as an extension of complement to her life.

Fast-forward to November 2009, and a wardrobe pull with Coco Eco’s Fashion Editor, Sarah Griffin Berns. “We were at Sielian’s Vintage Boutique on LA’s Melrose Avenue, for our Jan-Feb ’10 cover shoot with Kelly Rutherford,” Anna recalls. “As we scoured the racks, this spectacular dress jumped out at me, and although it wasn’t in keeping with Sarah’s storyline, she let me have my way. It ended up as our cover, with Kelly looking absolutely stunning and knowing exactly how to work it. After the shoot, it was impossible for me to let it go.”

Even though it was love at first sight, Griffin is well aware of the power of saving something for very special occasions.

“I have worn it only twice as it is an extremely memorable piece and you have to be in the right shape and frame of mind to wear it. Each time I have slipped into it I have felt like a million dollars, and being an iconic fashion statement, it draws attention and sparks conversation in any crowd. However, my favorite thing is being able to give it a much-deserved second showing, keeping it from the landfill, and bringing a unique element to my wardrobe.”

Anna Griffin wearing her vintage Rifat Ozbek dress. Here, with actress Daphne Zuniga.

Being so deeply involved in the world of sustainable style and upscale eco-fashion, Anna Griffin is not your typical fashionista. “When I make a purchase, it’s with longevity for both quality and cut in mind. Where it comes from, who’s been affected by its production, its impact on the earth, and where it’s going once I am done with it, are all considered. That might sound restrictive, but I actually feel more freedom to exercise my individual style now than ever before. And that includes a very modest yet delightful indulgence in vintage couture. To me, it’s the cherry on top of a very delicious and organic cake!”

Sometimes setting boundaries for yourself is the best way to truly find your style. But, if you do come across that show-stopping piece that makes your heart skip a beat, it may just be time to make an investment so you can have your own closet story.

The post Closet Stories: Anna Griffin’s Vintage Rifat Ozbek Dress appeared first on EcoSalon.

Why investment dressing costs far less than fast fashion.

The term “Slow Fashion” combines many aspects of sustainability. From an industry perspective, it can refer to slowing down the production cycle, giving more attention to detail and craftsmanship in each garment, manufacturing locally, or supporting fair wages. From a consumer’s angle, it means slowing down our consumption habits, buying fewer garments that are classic, of quality, and will last us for years.

As a frequent public speaker on the topic of sustainable fashion, I find that the concept of slow fashion resonates really well with the audiences I speak to. My guess is because it’s the one area where consumers feel they can make the most impact simply by shifting their consumption habits.

Those habits are hard to break.

Like fast food, we are victims of fast fashion in North America. We feel constant pressure from the media to buy the latest trends that change with each season: From short hems to long, pointy toe to round, skinny to wide leg, we yearn to stay current. Because most of us simply cannot afford to buy quality-made garments to keep up with these fluctuating trends, we resort to shopping at the “convenient” fast fashion outlets and the big box retailer that trend-hunts runways to bring you the latest fashions in a matter of weeks.

As consumers, we are a sale-driven culture used to the quality of disposable products. We think after we wear a piece of clothing purchased at such a dramatically low cost, it’s acceptable for it to fall apart, for buttons to drop off, threads to come undone, or for them to lose shape. After all, who cares,  it only cost us $10!

The problem with this mentality is that it fuels excessive over-consumption, which comes with a hidden price tag on the environment. According to sustainable super star Kate Fletcher, who coined the term Slow Fashion, laundering our garments has a greater impact than the growing, processing and producing of the fabric, as well as its disposal. So it makes sense then that the more garments we consume, the greater the cumulative negative impact.

This is a serious problem and one that cannot change overnight. However the with our ecological clock ticking, we have to make a change sooner than later, and perhaps when it comes to fashion, we need to adopt a more European mindset. We need to invest in our wardrobe and buy quality made pieces that are timeless, and can be worn for years without falling apart.

Cost-per-wear or investment dressing is a relatively new term. But it is a very powerful tool with potential to change the way we shop. Let’s use a button down shirt as an example. On the higher end, you might spend $150 on such a top (particularly if made from organic cotton).

• First, divide the cost of the shirt by the number of garments in your wardrobe that can be worn with it. For example it can be paired with 3 pairs of jeans and 2 pairs of pants, so $150/5 = $30. The $150 shirt has now been reduced to a cost of $30;
• Next, divide the new cost of $30 by the number of times the shirt will be worn per year (say 4x per month for 12 months ie: $30/48 = 62.5 cents). The $150 shirt has now been further reduced to a cost 62.5 cents;
• The last step is to divide the new cost of 62.5 cents by the number of years the shirt will be worn – and if it was quality made and off trend it should last at least 5 years. So $.625/5 = 12.5 cents.

The final result is a $150 shirt reduced to a cost of 12.5 cents per wear over a 5 year period. Compare this to a cheaper option that falls apart in 6 months or is no longer in fashion and thereby rendered unwearable by the fashion gods. Your cost per wear can be up to 10 times more than an investment piece.

All this talk of slow fashion forced me to reflect on my own wardrobe. I was curious to know how many pieces I still wear that I have owned for 5+ years. I was surprised to see that about 40% of my wardrobe is of that vintage. I was then inspired to poll other eco fashion experts to see if they own, and still wear, items purchased from 5+ years ago. Not surprisingly, here is what I found:

Above (right): Anna Griffin, Publisher and Editor in Chief, Coco Eco Magazine pictured with astrologer Susan Miller

“I was at the Susan Miller Event at the W Hollywood Residences and wore my most treasured piece, a vintage Ozbek which always stops traffic and is absolutely stunning.”

Jasmin Malik Chua, Managing Editor Ecouterre

“I bought this sweet gingham dress from Benetton shortly after 9/11, after a harrowing 11 days away from my Ground Zero apartment.  It was a splurge for a graduate student living on a shoestring, but it’s held up magnificently over the past 10 years. Weddings, brunches, picnics, you name it. I even wore it when I was five months pregnant, so you can’t say I haven’t made the most of it!”

Emma Grady, Fashion Correspondent for Discovery’s TreeHugger, Lifestyle Correspondent for The Daily Green and Founder of PastFashionFuture

“This is a London Fog trench coat that I found at a consignment shop in Newport, Rhode Island when I was still in high school, which was more than five years ago. I have only had to mend the belt and sew on a couple of the buttons since then and it is still in fine shape and still very much a wardrobe staple of mine.”

Johanna Bjork, Founder & Editor of Goodlifer

“I’m wearing an olive green miniskirt that I bought over ten years ago. It’s been in and out of rotation in my closet, but the basic color and cut makes it a timeless piece .”

Kate Black, Founder & Editor, Magnifeco

“I bought those boots before I even knew what ‘sustainable’ fashion was, but I wanted a pair of boots with longevity, that offered both a style and brand that would see me through the years. And they only get better with age! Being a North American living in Japan, I can’t buy jeans here in my size. This means I have to ‘borrow’ from my partner’s closet. This pair, which he bought in 2006, reside permanently on my side of the closet”.

Rachel Lincoln Sarnoff, Founder/Editor of Ecostiletto

“I bought this cotton shirt and jeans before I knew what sustainable fashion was! Even though I was eating and cleaning organic, I never thought about the implications of cotton production–that this outfit alone probably required about a pound of pesticides to produce. The empire waist has seen me through two pregnancies–my kids are 12, 9 and 4 so I’ll let you guess which ones. And the jeans are soft as butter. So I guess my non-sustainable fashion purchase turned out to be sustainable after all!”

To explore this a little deeper, there are some great organizations helping raise awareness with consumers around slow fashion, such as Make Do and Mend, which, according to Maureen Dickson, co-founder of of Slow Fashion Forward “Advocates consumers make do with what they have rather than buying new to combat over-consumption. The creative one-off Six Items or Less Experiment and The Uniform Project challenge consumers to minimize consumption by simplifying their wardrobe.”

Image: Zitona

Take a look at your wardrobe. Do you own any pieces that are more than five years old and still wearable? Why do you think that is?

The post We Can All Afford to Slow Down appeared first on EcoSalon.

Earth Day gets us thinking about our first.

You know, our first beach garbage pick-up, Earth Day concert, camping under the stars, organic meal – and for us fashion gals, clothing!

My first? A beautiful embroidered, organic cotton dress from designerEmily Katz who was then known as Bonnie Heart Clyde. I still own the dress and only wish we could see more from Emily (stop being such a foodie and get designing girl!)

For some of us, eco-fashion based finds were due to frugal funds as college students, for others, a conscious choice to do something different. We caught up with some of our favorite sustainably-minded fashion mavens and asked the question “Do you remember buying your first piece of sustainably designed clothing and did you buy it knowing what it was?”

Here’s what they had to say.

Anna Griffin CocoEco Magazine Publisher and Editor-In-chief

“Yes, it was a lilac and pink Deborah Lindquist recycled cashmere scarf, with a skull and crossbones that I bought three years ago from a store in West Hollywood. I had had my eye on it for ages, and was so thrilled when I finally bought it that I put it on, even though it was 80 degrees outside!”

Jasmin Malik Chua Ecouterre Managing Editor

“Yes, a sleeveless organic-cotton wrap dress from the now somewhat defunct Canadian label Twice Shy. It was purchased circa 2006, sometime after I learned about the ills of conventional cotton farming.”

Sara Ost EcoSalon Publisher and Editor-In-Chief

“I don’t remember the first sustainable piece I ever bought, because looking back there were plenty of eco-friendly things I would buy but I didn’t realize it at the time. Things started to click for me several years ago when I bought a pair of Serfontaine jeans on vacation in Marin County (I lived in L.A. at this point). They aren’t perfect, of course, but the Made in USA and natural dyes message caught my attention. I was so careful about what I ate, it suddenly struck me as odd that I was not being more conscious of what I wore: in short, a whole lot of petroleum and chemicals.”

Kate Black Magnifeco Managing Editor

“Yes, I remember by the time I started to get really interested in sustainable clothing I was living in Tokyo (and running the blog) and couldn’t read any of the clothing tags. Then along came a 50 percent off offer from Envi – and I stocked up! Organic cotton (yay!) shipped from Boston to Tokyo (nay!)”

Greta Eagan EcoSalon Fashion Writer, filmmaker, founder of gretaguide.com, fashionmegreen.com

“Hmm, I think my first sustainable fashion piece was from Buffalo Exchange when I was in college in Boulder, CO. As a student on a budget and also at a time when I was exploring my fashion identity I would go to the famous thrift store and swap out old clothing for ‘new to me’ pieces. I can’t quite remember the first article of clothing, but I do remember this one dress that was made of silk scarves and crafted in a very artistic way. I definitely didn’t know that I was participating in sustainable fashion back then – but I did like the idea of re-using clothing and exchanging what I no longer wanted for something that held more appeal.”

Bahar Shahpar Sustainable Style Expert

“Four years ago, I snagged this inky black oversized hand-knit scarf at Atrium – I saw the hulking pile of chunky alpaca amazingness from across the room and had it wrapped around my neck before I even thought to look at the label. The thing is, having just started my trial-by-fire introduction into sustainable design with the launch of my womens wear line, I already knew what to look for and what to avoid, but that day I was completely engulfed by the “Feelgood Quotient.” I may have lucked out, because the scarf was by Edun and I was able to march up to the register without much guilt – but I think that only goes to show that things that are made better actually do feel better. Shopping can be simple, if we spend more time listening to our instincts instead of the advertising.”

Rowena Hutchinson Ritchie EcoSalon Fashion Writer, Publicist and Blogger for the Innovative Fashion Council

“As a teen, I bought a champagne-colored silk brocade 1950’s shirt-waister with a full skirt from a stall at Covent Garden. I treasured that dress and would mooch around my Mother’s living room pretending to be Grace Kelly. Last year (and two decades later), I took it into a La Rosa Vintage in San Francisco and swapped it for a 30’s cocktail dress whose diamante deco-designed sleeves are a topic of conversation at every party I attend. The idea that an item of clothing can still be relevant and beautiful more than 80 years after it was made speaks to the new fashion ethos. We need clothes designed to be treasured and timeless and to foster an emotional connection with its wearer and, hopefully, multiple wearers.”

Starre Vartan Founder and editor-in-chief of Eco-Chick, author of The Eco-Chick Guide to Life, managing editor of Greenopia and a contributor to The Huffington Post

“After years of creating my own upcycled clothing (I specialized in inserting castoff fabrics into my cords and jeans to make them super wide-leg…yes it was the 90’s!) I then moved to shopping at mainstream stores and thrifting about 30 percent of my wardrobe for many years. My first piece of sustainably designed clothing was a pair of hemp trousers from The Hempest in Burlington, VT in probably 2002. They are black, read as linen (but don’t wrinkle), and I still wear them as they are supersoft and worn in perfectly.”

Kelly Drennan EcoSalon Fashion Writer, Founder of Fashion Takes Action

“I have been buying second hand and vintage clothing for years, dating back to university. However, then it wasn’t about being sustainable as much as it was about being frugal with my non existent student income. From there I was introduced to the concept of locally made clothing, having worked with a few local designers in Toronto. Annie Thompson in particular was one of my favorite local designers as she was also known for incorporating recycled fabrics into her designs.  But my first piece of clothing made from a sustainable fabric, is a bamboo kimono style jacket from Thieves that I purchased in spring 2007. Back then I, like mostly everyone else, thought bamboo was a sustainable fabric. And I wore that jacket everywhere! I still own it, and yes, I still wear it. But my reasons for wearing it have changed. When I first got it, I wore it because it was sustainable first, and stylish second. Now I simply wear it because it is a timeless and stylish piece. And it is still a conversation piece, only the conversation has changed. Rather than talking about what sustainable fabrics are and how they are better for the planet, I now talk about the reasons why bamboo is not sustainable.”

Shannon Lorraine Founder of online boutique Found Future

“I remember mine! It was five years ago and I was working as a buyer and buying high-end denim – Citizens, Ag etc… And we picked up loomstate and I did know much about the line. I bought myself jeans and an perfect tee – which I still wear!”

Image: rzacakes

The post Seasoned Eco-Fashionistas Look Back at Their First appeared first on EcoSalon.

Rachel Avalon, 2009 Project Green Search winner

Have you followed the progress of Project Green Search? It’s a recent contest that closed recently with winner, Rachel Avalon, being “crowned.”

Aysia Wright of Greenloop and Remy Chevalier of Lu Magazine, who co-hosted the event, say Greenloop’s education, outreach and fund raising arm naturally evolved into Project Green Search, a platform aimed at inspiring people to start thinking about how to align their careers with their environmental ethics.

Wright saw this inspiration as opportunity to reshape a particular  economic landscape, to support progressive, triple bottom line business models, media projects and non-profit organizations seeking to move forward in the realm of sustainable living.

In the case of Avalon, Wright admits she’s beautiful, but much more than just a fresh face.

“People relate to other people, especially people who tell a good story, who are accessible and authentic,” says Wright. “For many companies, non-profits, and media projects, telling their story in a compelling manner is a huge challenge. With the right person, this monumental task is so much easier.  It’s usually pretty clear when a cause is only skin deep to the person relating it, which affects its ability to take root and grow. When the right person tells the story though, a person who lives and breathes the story themselves, you can see it and feel it, and it resonates. ”

Wright says that is her goal with Project Green Search: to educate, inspire, make the connections and serve as the platform where all of this can take place.

Chevalier agrees, but has his own spin.

“Models and actors in ads or commercials need to believe in what they’re selling, so they’re not just doing it for the paycheck, prostituting their image to pay the rent,” Chevalier says. “We want to create an environment where that can happen, grow and expand, so as to transform the entire industry, which has always been led by where the next ‘it’ girl wanted to be.”

Based on Chevalier’s remark about transforming the idea of what a model is or represents for a brand or even for our culture is massive, especially when you’re standing out for the eco-world. There’s a lot more to be hold accountable for.

Avalon has a lot of weight on her shoulders now, and I’m not talking about the Swarovski crystal-embedded crown. What makes her the green girl to stand tall?

I  asked all the Project Green Search judges one question: Was your choice to crown Rachel Avalon as the next green “it” girl based more on her being a fresh face or for her ease in being an advocate for all that is green and good?

Here’s what they had to say.

Darren Moore, Alter Eco Co- host on Discovery’s  Planet Green and Ecovations Founder:

“The reason Rachel Avalon was chosen as the next green girl was because all the judges considered her to be in the top two of their list. For me, Rachel represented the qualities we agreed were most important as judges:

1. History of work in the field
2. Relateable to the masses (look included)
3. Knowledge of green priorities (what’s most important)

This was a challenge to choose because each of the contestants had strong points with unique talents, skills and looks that were difficult to place in comparison with each other. This being the first competition, we had to devise our own criteria and all of us judges had a opinions on who they thought was the best public figure. We were essentially deciding on who we felt would be the choice of the people.”

Deborah Lindquist, Eco-fashion designer combining environmental responsibility with cutting-edge aesthetics:

“I suppose a bit of both. We needed to pick a girl who was commercially viable as a model but who also could speak well and was knowledgeable about the green lifestyle.”

Anna Griffin, Editor-in-Chief of CocoEco Magazine:

“My main criteria in choosing the Project Green ‘It’ Girl was to find a fresh face that was accessible to both big brands and the general public, who could also walk her talk in our green space, was passionate and had super integrity. In order to make green a mainstream conversation, it is imperative we start considering what is commercially viable, and build bridges between our industry, large brands and the general public.  Rachel has the ability to transcend each area, and has all the qualities needed to be that spokesperson.”

Starre Vartan, author of The Eco Chick Guide to Life: How to Be Fabulously Green and publisher of Eco Chick:

“I chose Rachel Avalon for three particular reasons: she has an amazing face that telegraphs natural beauty, she is graceful, well-spoken and easy on camera, and most of all, her passion for a greener planet is contagious and genuine. After interviewing Rachel, and speaking with her both formally and informally, her love for the planet was palpable, like something that spread from her and infected everyone around her. That is the quality I was hoping to find and several of our contestants were incredibly dedicated to various environmental causes, but Rachel Avalon’s love for the Earth is like a living thing and as we all know, Mother Nature needs representatives who can communicate both the challenges and the joys of going green.”

Josie Maran, Professional model and founder of Josie Maran Cosmetics:

“Rachel is our ‘It’ girl because she is fresh faced and a great advocate and spokesperson for all that’s good. She’s beautiful inside and out!”

The post Project Green Search Judges Talk Avalon appeared first on EcoSalon.

For so long you’ve had your favorite fashion magazines delivered to your mailbox.

Freshly sealed in their virgin plastic covering, the perfumed pages not yet opened to release their synthetic lotus blossom scent, when it occurs to you something’s wrong, and it’s not just that lotus blossoms totally don’t smell like alcohol.

And on this particular day you think to yourself that driving a hybrid, eating less red meat and drinking from your reusable bottle isn’t enough, that maybe getting a monthly subscription, though indulgent and fun, isn’t very, well – to overuse the term – eco.

You’re not alone, lady friend. And by the looks of magazine sales, you’re getting more options to turn to the computer and flip.

Anna Griffin founded high-brow eco-magazine Coco Eco in September 2008; the website says “this is the modern girl’s style guide on the road to being gorgeous, glamorous and green, and your new source of everything eco-chic, that’s good for our planet, and good for you too.”

I agree.

Though original in her initial approach, other publications like Lucky and Women’s Wear Daily have invaded the once tacky idea of making high fashion internet-friendly.

According to an article in Econsultancy, September 2007 had fashion behemoth Vogue at its height of ad pages. Weighing in at almost five pounds, the magazine had 840 pages. 727 of those were ads. But ad pages have been in decline ever since. This month, the magazine came in at 429 pages, with a 36% decline in ad revenue from last year.

No surprise to any of us that the magazines are failing for lack of advertising and a paucity of creative innovation. Didn’t they see this coming?

Look for more publications from Conde and Hearst to jump on the bandwagon incorporating video and social media from fashion shows, design weeks and yes, I’m guessing advertisers.

Or just follow us – why would you want to follow anyone else?

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