For low impact fashion practices – ethically sourced, sustainable fabrics and de-centralized manufacturing – to eventually become the norm, environmentally conscious fashion labels need to compete with the mainstream.

For a long time, marketing sustainable fashion was overturning stereotypes, but now, with the recent Green Shows at New York’s fashion week showing the movement is undeniably design-led, where do other standard industry practices such as endorsement deals and celebrity fashion brands fit in? Does the sustainable fashion industry need celebrity clothing lines that can often be synonymous with disposable fashion?

Closely tied to a star’s popularity – which like their marriages can be notably volatile and short-lived – some clothing lines have managed to do well, particularly those at lower price points with a mass market appeal and distribution in the likes of Kohl’s, Target and Macy’s.

If sustainable design represents a shift to a new luxury paradigm where consumers value true and lasting quality, can celebrity collaborations authentically raise the awareness of green brands? Of course, the real question is will it sell more clothes?  When done right, it can work successfully. It’s all about matching the right celebrity with the right business model. (I couldn’t tell whether Lady Gaga in her meat bikini was the ultimate poster child for, or against, PETA…?) With that in mind, let’s consider the celebrities who have recently joined the eco-fashion crusade.

People Tree at “A Garden Party To make A Difference”

Harry Potter actress Emma Watson recently previewed her spring/summer 2011 collection in her ongoing collaboration with British fair-trade fashion label, People Tree, at Prince Charles’s 12-day U.K. eco festival titled “A Garden Party to Make a Difference – a series of cultural events to promote sustainable living.” The line features knitwear for women and men, consisting of cotton T-shirts, jersey dresses, poplin skirts and shorts. Eighty percent of Watson’s new line is made of 100 percent fair trade-certified cotton.

Chrissie Hynde and JP Jones (her bandmate and lover)

Rock legend Chrissie Hynde of the Pretenders is a longtime animal-rights activist, and her eco-friendly line called “Fairground Luck,” is a labor of love in more ways than one. In a collaboration with sometime love and songwriter JP Jones, the rock-inspired line will include non-leather versions of rocker chic T-shirts, skinny jeans, jackets, handbags and cowboy boots. Hynde nominated her friend, musician Emmylou Harris as the line’s muse and consulted with other famous friends including designers Todd Oldham, John Bartlett and Stella McCartney, whose own designs are vegan as well.

At a time when competition for fashion dollars has never been fiercer, celebrity eco clothing lines can cut through and create a little extra vital buzz. And let’s face it, as far as celebrities go, it could be a lot worse.

The post More Than Fifteen Minutes: Celebrity Fashion Lines appeared first on EcoSalon.

The fall shows are over and though we won’t see those collections in stores until the end of summer, we still need to start busying ourselves with the tasks at hand.

As eco-fashionistas looking to reuse and recycle to maximize our wardrobe’s potential, now is the time to get a jump start on incorporating the trends that will flatter an independent sense of style.

Designs shown at this year’s Green Shows prove producing clothes sustainably and ethically is no longer a style compromise for contemporary eco-designers. But, with the economy seemingly teetering on a pair of cheaply-produced heels, be extra-discerning with your remaining clothing budget. Thanks to vintage, thrift and consignment stores, rounding out your eco-designs with a few second-hand finds is a thrifty and environmentally sound solution.

Happily, the 2010 trends lend themselves beautifully to the creative urban rummager. Ranging from menswear for women to layers and decorative patchwork (yes patchwork) here are some of next seasons most easy-to-green trends:

Marc Jacobs fall 2010, Courtesy of Elle

Menswear: Borrowing from the boys has been an enduring theme. Beyond the vest, the boyfriend jacket is still a strong option because it so effectively pulls together a diaphanous spring look when slung over the top. While in the menswear section, keep your eyes open for a velvet dinner jacket. Fall’s velvet crush is most flattering as a tailored piece but the fabric is really everywhere.

Mothlove, fall 2010

Layering: Working equally well Spring or Fall, were a profusion of looks anchored by the presence of tissue-thin knit turtlenecks. You can utilize this layering piece to take existing items from the specific to the seasonless. Create a neutral background you can contrast with the pop of a colorful, revealing, or avant-garde piece on top.

This look played out with many designers showing dresses over trousers and, more daringly, socks with sandals. While a great excuse to unbox last years summer shoes early, it requires paying close attention to the subtleties; ensure sandals are chunkier than the socks. For the most leg lengthening effect, wear nude colored socks. Alternately, replicate the rock and roll effect of the bootie trend by matching socks with the color of the shoe.

Trenches Reworked: In uncertain times we often look to the classics for reassurance. This take on the trench has a decided twist though. Appearing cropped and swingy at the waist, reworked as vests, or simply cinched with a contrasting dress belt, there are many options for remaking a cast-off trench coat. For the uninitiated sewer, your tailor can help.

Chloe fall 2010, courtesy of Elle

Patchwork: A rustic look that’s not for the sartorially faint-hearted! Just ask the Partridge Family! Patchwork, as a decorative motif, has returned in outerwear and across denim lines. If you’ve ever fancied yourself beginning a sewing project, this is the season to get out the bag of scraps.

Of course, the point here is fashion is meant to be fun! If all this is starting to sound like hard work, don’t worry. One catwalk trend is low effort and entirely democratic; apply a swash of vibrant red lipstick and sport it like the models, with minimal make-up. Try a natural, paraban-free variety such as RMS beauty’s Lip2Cheek: Rapture or Josie Maran’s sheer-red shade, Devious. Both in recyclable packaging no less!

Top photo Burberry fall 2010, courtesy of Elle

The post Fashion 2010 Preview: Designers Unveil Fresh Looks for Fall appeared first on EcoSalon.

Lizz Wasserman, designer and CEO babe of Popomomo, knows that when it comes to sustainable fashion, you need street cred.

Hey, we’re all about that, Lizz.

Wasserman (who recently showed at NYC’s Green Shows), says Popomomo stands for Post Post-Modern Movement, where instead of “relative perspectives and endlessly reworking the past, Popomomo focuses on the new and true; creating idea – as opposed to trend – based pieces.”

Says Wasserman, “The Popomomo woman is the type to wear heels while riding a bike, drink wine all night, and wax poetic on politics, philosophy and pop culture.”

What are we, the Popomomo sisterhood?

It’s like you’ve read our minds when you designed this line, and that Date With Ned dress? Fabulous. Even if things don’t work out with Ned, I bet he’ll remember this dress.

Feeling love for this hemp/recycled denim frock?

Just leave a comment below, or if you’re too post post-modern antsy, got to her site and buy one.

(For complete giveaway info, go here. And for FTC compliance info, visit our page here. )

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