I've bought my fair share of organic cotton items. Maybe even a couple of bamboo ones too. But I’ve never considered myself an eco-friendly clothing shopper. Truth be told, I’ve never gone out of my way to buy environmentally friendly fashion as I never considered that it could be, well, fashionable. Comfortable and functional, yes. But beautiful and desirable, not so much. Perhaps it’s because when I hear the word eco I picture a certain Vancouver stereotype in my mind.
After I was invited to cover the first ECO Fashion Week (EFW) in Vancouver I began doing research on some of the designers that are participating. And I learned that my assumptions were off.
Before I get into what designers I’m excited to check out during the fashion shows this week, here's some background on Vancouver’s first EFW. According to their website, EFW organizers hope to “establish Vancouver as a world-wide destination for environmentally friendly fashion and couture, and strengthen its image as a green, progressive, and trend-setting city.”
Perfect, I've been dreaming of Vancouver as a trend-setting city for a long time. With the help of some big name partners it looks as if EFW is on their way to achieving this. Aveda has partnered as the presenting (and very fitting) sponsor and played host to the opening VIP party at their Gastown location. In addition, EFW has partnered with SIGG Canada to create a limited edition SIGG water bottle co-designed by Gisele Bündchen.Fashion-forward and environmentally-friendly waterbottles.
All sounds pretty good to me, but let's talk about what's really important: the clothes. Fourteen designers will be showcased at runway shows running throughout the week. There are several designers whose shows I'm excited to check out, but the two that I'm most interested in are Emesha whose sporty-luxe designs definitely match my aesthetic and Lav and Kush whose feminine designs I could see fitting quite well into my summer wardrobe.
Clad in my vintage wardrobe (which apparently is very eco-friendly - who knew?) and armed with my new SIGG water bottle, I'll be hitting the runway shows all week long. I'll be leaving my granola and Birkenstocks at home.