The British Fashion Council has announced the winners of a programme to develop eco fashion businesses as part of its ethical fashion initiative estethica. Six designer businesses have been selected to receive 1:1 expert support from one of three industry mentors: Brand Consultants Susanne Tide-Frater, Yasmin Sewell and Buying Consultant Bev Malik.
The three mentors will take an active part in brand development, offering advice and support throughout the season, as well as helping with editing and display at LFW and at the dedicated estethica press and buyers day. This initiative is supported by the London Development Agency and aims to increase opportunities for ethical designers competing in the mainstream.
The designers selected include Ada Zanditon, Christopher Raeburn, Goodone, Minna, Nina Dolcetti and The North Circular.
Bev Malik commented, “I am delighted to contribute to delivering a 360-degree support to estethica’s mentoring scheme in its aim to evolve ethical fashion stars in London”.
The estethica press day was chosen to launch this new initiative as its concept came from working with Yasmin Sewell to edit the collections to present to mainstream and ethical media for the first time in April 2009. Yasmin has once again supported the press day today through helping the 21 designers showcase the collections to highlight the strengths of each business.
The British Fashion Council founded estethica, sponsored by Monsoon, four years ago to showcase the growing movement of cutting edge designers committed to working eco sustainably. All estethica designers adhere to at least one of the principles of fair-trade, organic and recycled and are selected for both their ethical credentials and design excellence. It is co-curated by Anna Orsini, Head of UK and International Markets at the British Fashion Council, Orsola de Castro and Filippo Ricci of the label 'From Somewhere'.
Orsola de Castro said "The press day is a great opportunity to give the estethica labels another chance to be seen by the UK press at a time when the public is becoming consistently more knowledgeable and interested in eco-fashion. The mentors’ expert eyes and retail point of view will bring an added dimension to our designers."
Chief Executive (joint) of the British Fashion Council, Caroline Rush, commented “estethica was established to showcase collections of progressive designers working in ethical fashion. Introducing this expert mentoring scheme is very important to the British Fashion Council and we strongly believe that it will assist these businesses to strengthen their collections to compete in the mainstream.”
All estethica designers adhere to at least one of the three estethica principles of fair-trade and ethical practices, organic and recycled materials and are selected for both their ethical credentials and design excellence.
estethica sponsor, Monsoon, is a founder member of the Ethical Trading Initiative and the importance of fair-trade and ethical fashion has been integral to its business heritage. It is proud to share its ethical journey with the young designers who represent the future of eco-fashion.
Image gallery from the estethica press day
For press enquiries please contact:
Gemma Ebelis or Kitty McGee at the British Fashion Council 020 7759 1999 /
gemma@britishfashioncouncil.com / kitty@britishfashioncouncil.com