EFF launch their online network at Hub King’s Cross
July 31, 2009 by Maria Kaski
The launch of the Ethical Fashion Forum’s new online network last night was the official excuse for an evening of trade, talks and top quality fashion. London’s Hub King’s Cross provided the perfect back-drop for an EFF event that celebrated the best in ethical-sourced clothing and jewellery. Sam Parker reports.
Doing the circuit around the two beautiful, glass-flanked floors of the Hub were models showing off the latest designs from labels as diverse as My Only One and Julia Smith. Also present was the patriotic Christopher Raeburn and his lasted chic twists on military clothing. The recent debutant at London Fashion Week, Eloise Grey, displayed her stunning collection of tweed coats and jackets and indicated to greenmystyle that a men’s range is on the way. Watch this space.
But beyond the glitz and cocktails the organisers had a serious case to make. Put simply: that ethical fashion’s time has come. Taking questions from the gathered buyers and journalists, founder of Pants to Poverty, Ben Ramsden, Devidoll’s Sindhu Venkatanarayanan and Olivia Kennaway, co-founder of Lalesso, spoke of their quest to address a startling statistic. Although 80% of the world’s clothing is sourced from the developing world, ethical fashion accounts for only 1% of the global fashion market. By enabling ethic fashion’s many pioneers and innovators to network online, the Ethical Fashion Forum believe that tide can be turned.
As part of the evening’s celebrations, the forum also announced the winners of their new INNOVATION competition which rewards the most inspiring ethical designers with business support and expert advice – not to mention a spot at Pure London, the UK’s largest trade show this August.
The winners were Lalesso, a company combining East African heritage with seasonal trends and MIA, a designer who takes second hand cloths from local Malawian markets to create contemporary womenswear.
Check out our party pics from the event.