Amelia’s Magazine | London Fashion Week S/S 2012 Showroom Review: EcoLuxe London

'Ecolooks' EcoLuxe London Exhibition LFW SS12 by Maria Papadimitriou aka Slowly The Eggs

‘Ecolooks’ by Maria Papadimitriou aka Slowly The Eggs

I was hugely excited that during this London Fashion Week I had the opportunity not only to go and see but also exhibit at the EcoLuxe London exhibition that took place in a beautiful space on the ground floor of the Kingsway Hall Hotel almost next to the Vauxhall Fashion Scout’s Freemasons’ Hall. Ecoluxe London takes place twice a year during London Fashion Week and is a non-profit platform that promotes fashion related ecoluxury brands and aims to raise awareness of ecological issues with the public. Its organisers, information pills Stamo and Elena Garcia, who are sustainable womenswear designers themselves, featured over 40 brands this year and EcoLuxe London is growing every year – here’s only a few examples that took my fancy!

EcoLuxe London LFW SS12 Lucy Harvey Ethical Stylist

EcoLuxe London LFW SS12 Ethical Stylist Lucy Harvey and Hetty Rose

Ethical stylist Lucy Harvey styling shoe designer Hetty Rose with a Plastic Seconds headpiece and necklace.

Upon entering the exhibition visitors were greeted by superbly talented stylist Lucy Harvey and her assistant Charlie Divall, who offered to upstyle them with various pieces from the exhibitors’ tables and then photograph them and tweet about it. I thought in this way Lucy offered a really fun, interactive introduction to the exhibition and a great way of promoting both the designers’ and the visitors’ work.

EcoLuxe London LFW SS12 Lupe Castro wearing Supported by Rain and Plastic Seconds

Stylist Lupe Castro styled by Lucy Harvey with a Supported by Rain coat and a Plastic Seconds headpiece, photo by Charlie Divall

Walking further into the exhibition the first thing to catch my eye was a series of gloriously colourful raincoats by Maria Ampatielou’s new brand Supported by Rain – seen above. Made of recycled umbrellas and end-of-roll waterproof fabrics, these raincoats are not only beautiful but also cleverly fold into their own pockets or hoods, whose insides have remained dry, so that you can put them back into your bag without any soaked diary dramas!

STAMO EcoLuxe London LFW SS12 by Celine Elliott

By Stamo S/S 2012 by Celine Elliott

EcoLuxe London LFW SS12 STAMO belt

By Stamo, which featured in Amelia’s Compendium of Fashion Illustration, is another brand I enjoyed especially because of the theatricality in the designs and the extensive use of found and recycled materials whose original form is often retained – as seen in this bullet belt.

INALA LONDON EcoLuxe London LFW SS12 by Caire Kearns

INALA London S/S 2012 by Claire Kearns

My neighbour exhibitor Alani Gibbon of INALA London showed some designs which were a natural hit with me becuase of their bright colours, but they further impressed me with their cleverness and versatility. For example a hooded short dress could be turned around and worn as an all-in-one playsuit! Not to mention the use of pulped eucalyptus fabric which felt amazing to touch.

OUTSIDER Ecoluxe London LFW SS12 by Maria Papadimitriou aka Slowly The Eggs

Outsider Fashion S/S 2012 by Maria Papadimitriou aka Slowly The Eggs

I was thrilled to see the brand Outsider winning the JP Selects womenwear award at the end of the show as they stongly promote the notion that ‘ethical’ fashion should just look like very good fashion with their range of classic but very stylish designs.

HEMYCA EcoLuxe London LFW SS12 by Celine Elliott

Hemyca S/S 2012 by Celine Elliott

Hemyca is a multi award winning brand and I was most attracted by this beautifully tailored matching dress and coat.

LFW SS2012 Agnes Valentine Ecoluxe London by Maria Papadimitriou aka Slowly The Eggs

Agnes Valentine S/S 2012 by Maria Papadimitriou aka Slowly The Eggs

Along with Hemyca above, whom I was not aware of, it was great to discover my dream swimsuit designer Agnes Valentine! The brand sources fine italian eco fabrics and their designs are minimal and classic but with bold colours and very feminine indeed.

EcoLuxe London LFW SS12 Hetty Rose shoes

EcoLuxe London LFW SS12 Hetty Rose shoes worn by Alice Wilby

It was an honour to meet another ACOFI designer Hetty Rose whose fun bespoke shoes are made using vintage Japanese kimono fabrics, Alice Wilby from Futurefrock modelled this pair and did not want to take them off!

EcoLuxe London LFW SS12 Golden Grass Company clutch

Next to Hetty Rose I found the friendly couple behind the Golden Grass Company who design jewellery and accessories for native artisans in Brazil to make out of a naturally golden, light and durable fibre, which is grown without chemicals or pesticides, under fair trade standards – LOVED this clutch!

EcoLuxe London LFW SS12 Monique Luttin headpiece

Sharing a table with me was Monique Luttin who makes intriguing headpieces using offcuts or vintage fabrics and found objects – I particularly liked this bird scull one which has a tribal, ritualistic element to it.

EcoLuxe London LFW SS12 Palstic Seconds printer packaging pendand

And finally a piece from the Plastic Seconds recycled jewellery collection I exhibited made out of the plastic, colourful bits one finds when unpacking a new printer…

As Hannah Bullivant pointed out in a previous post on EcoLuxe London, hopefully sustainable practices in fashion design will become mainstream and the brands that are still termed ‘ethical’ will no longer have to exhibit in separate showrooms and sections such as EcoLuxe or Estethica. Hopefully soon.

All photography by Maria Papadimitriou unless otherwise stated.

Categories ,Agnes Valentine, ,Alice Wilby, ,By Stamo, ,Celine Elliott, ,Charlie Divall, ,Claire Kearns, ,Classic, ,Coat, ,design, ,designer, ,Dress, ,ecodesign, ,Ecoluxe, ,Elena Garcia, ,estethica, ,Ethical brands, ,fashion, ,Feminine, ,Freemasons’ Hall, ,Futurefrock, ,Headpiece, ,Hemyca, ,Hetty Rose, ,Inala London, ,jewellery, ,Kingsway Hall Hotel, ,London Fashion Week, ,Lucy Harvey, ,Lupe Castro, ,Maria Papadimitriou, ,minimal, ,Monique Luttin Millinery, ,Outsider, ,Outsider Fashion, ,Plastic Seconds, ,Pulped Eucalyptus, ,Recycled Materials, ,shoes, ,Slow Fashion, ,Slowly the Eggs, ,Supported by Rain, ,Swimwear, ,tailoring, ,Vauxhall Fashion Scout, ,vintage, ,Womenswear

Similar Posts:

Amelia’s Magazine | Camilla Norrback: the Scandinavian ethical designer talks Sustainability

Katherine Tromans Camilla Norrback A-W 2011
Camilla Norrback A/W 2010 by Katherine Tromans.

You’ve been involved in eco design since 2002. What prompted your decision to make your label sustainable?
It was an easy choice, and cost considering the world we live in and all the changes we need to make in order to keep our planet alive. Of course it’s no quick fix and all the things that need to be done are overwhelming – but we need to start somewhere. That’s my philosophy. Everybody needs to try and do something, rx however small, ambulance and then we can make big changes happen. It makes my job more meaningful if I can contribute to these changes, and being ‘eco’ has more to do with how I run my company than it has to do with my design.

What does sustainability mean to you?
To make sustainable clothes it is important to consider the whole production of a garment, from idea to finished product. As well as using organic fabrics I also concentrate on how the materials are grown, transported, coloured and sewn. I also make sure that we keep a close long-term relationship with our suppliers and of course that the styles I make last for several seasons, both in fashion and in quality.

Katherine Tromans -Camilla Norrback A-W 2011
Camilla Norrback A/W 2010 by Katherine Tromans.

What is Ecoluxury?
Ecoluxury is the modern luxury, a high-fashion garment that is produced fairly and ecologically. It adds a new dimension to the clothing, and the wearer can feel both beautiful and proud. I think it’s something that all companies can aspire to, whether they make cars, buildings or clothes. The fact is that in the very near future we won’t be able to think in any other way. The survival of our planet will depend on whether or not we can adjust our production and consumption to become sustainable. Quality will become more and more important because we won’t be able to consume in the same quantities in the future. The problem will solve itself….

Read the rest of this interview and see more illustrations of Camilla Norrback’s clothing in Amelia’s Compendium of Fashion Illustration, alongside interviews with 44 other ethical fashion designers and 30 fabulous fashion illustrators. You can buy the book here.

Categories ,Camilla Norrback, ,Eco fashion, ,Ecoluxury, ,Ethical Fashion, ,Katherine Tromans, ,organic, ,Scandinavian, ,sustainability

Similar Posts: