Thursday, 10 March 2011

Fresh From The Production Line: Fairtrade Collective

Fairtrade Collective stand at Estethica
As always visiting the British Fashion Council’s Estethica exhibition during LFW is an eye-opening experience, guaranteed to uncover the newest brands and initiatives promoting fair-trade as a global multi-faceted concept, and in this case, sustainable fashion. This season proved to be no different with the Fairtrade Foundation introducing the Fairtrade Collective; uniting the Fairtrade Foundation with producers, designers and ASOS to make a big impact on fashion as we know it.
Design by Julie Verhoeven
Teaming up with 14 designers including - one of my favourites - Julie Verhoeven, Holly Fulton, Ada Zanditon, London Undercover, Tim Soar and Marios Schwab to name but a few, Fairtrade Collective has created a bespoke range of highly exquisite and desirable scarves - for both men and women - made from fair-trade certified cotton, sold exclusively by influential fashion e-tailer and market leader, ASOS.
Using only the finest in digital printing techniques, each scarf bears the handwriting of its designer, acting like a signed piece of art – which will hopefully exude the same ‘priceless’ qualities. Choosing a combination of the established old guard and a staple of new generation talent, each designer has created a unique scarf that is on-trend for the forthcoming season and screams luxury.

Design by Tim Soar
Available from ASOS since the end of February to mark Fairtrade Fortnight (28 February - 13 March), each scarf purchased will come packaged in a beautiful draw-string bag made from fair-trade certified cotton repeating the same fabric choice and design of the scarf itself, cleverly maximising its longevity.
Design by Holly Fulton
On her involvement with the Fairtrade Foundation, Holly Fulton says: “It’s vital to utilize cotton in a modern fashion through strong design. Hopefully projects such as this will encourage that; I certainly look at fair-trade in a different light now.”

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