Green-focused fashion just got a lot more political with international trade lawyer and wife of the deputy prime minister, Nick Clegg’s wife Miriam González Durántez, joining London Fashion Week at the launch of EcoLuxe.

While EcoLuxe is a new initiative that promotes high-end environmentally friendly fashion designers and brands, the group hopes that running alongside the brat pack of designers at the British Fashion Council’s Estethica, (the only sustainable venue at London Fashion Week) will only add to showcasing exclusive brands with a conscience. Still they want to keep things separate. This year, designers included award-winning British wool designer Izzy Lane, Elena Garcia and By Stamo, amongst others.

Showcasing is great, but getting noticed is even better – which is why they’ve brought in the big guns with González Durántez.

Imogen Fox of the Guardian writes: “Wearing a dress by the designer David Szeto, which was instantly recognizable from last year’s Liberal Democrat conference – and was therefore suitably on-message – and a white jacket by French high street label Zadig & Voltaire, González Durántez admitted that competition for coverage was fierce, ‘so we should all chip in a bit to help with initiatives like this.'”

However, her reasoning might be two-fold. The Guardian also writes that during this year’s general election, “González Durántez appeared irritated when the wives of politicians and their wardrobes became the focus of media attention,” but at the EcoLuxe launch she said that media interest in her own wardrobe didn’t annoy her.

“It’s just background noise,” she said.

One would think being handpicked by respected designers, she’d want to make more than that.

Image: Via Guardian UK: Miriam González Durántez poses with designers By Stamo (in black) and Elena (in blue) Garcia, and two others, at the EcoLuxe launch in London today. Photograph: Linda Nylind for the Guardian

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