Report by Julia Robson

Photography by Sean Michael

It had not escaped our notice that there’s a real buzz about Estethica this season. It’s not simply the fact that it’s become such an important London Fashion Week fixture; we’re thinking sustainable just got sexier. Which is great because by all accounts eco fashion is not just a fad, it’s the future. 

To prove fashionistas do care about the planet, three of the best – Beverley Malik (former buyer at Browns and Harvey Nics), Yasmin Sewell (currently Chief Creative Consultant at Liberty) and Susanne Tide-Frater (former Creative Director of Harrods and Selfridges and now in charge of developing fashion for Simon Fuller’s 19 Entertainment) – are proposing to mentor green brands in a bid to haul them to a new, desirable level.

“The idea is to use our combined retail expertise to get emerging eco brands to a point where they can sit next to regular designers,” says Sewell. 

“It’s vital we do this now from a conscientious point as well as from a retail sense. Every 13 year old I know desperately cares about the planet.”

And while The Centre for Sustainable Fashion at the London College of Fashion is busy educating, inspiring and supporting future designers, several brands are helping to change our perception of eco fashion from one of friendship bracelets and coconut hair shirts to that of stylish go-to brands. The fabulous recycled parachute parkas by RCA graduate and current Estethica star Christopher Raeburn are selling like hot cakes at Browns Focus and Liberty. (Look out for the current installation in the Brooksmenswear dept while you’re there.)  

Meanwhile, the ‘face’ of UK- based The North Circular, featuring handknits from rescued rare-breed Wensleydale sheep, is none other than the tree-hugging, eco-warrior model herself, Lily Cole.   

“The green fashion movement is changing in perception and growing quickly,” explains Gary Kingsnorth, Creative Director of the first online eco fashion and beauty magazine, Cocoecomag.com, based in LA and currently a guest of pioneering eco brand People Tree at its Estethica stand.  Finally, Susanne Tide-Frater herself believes that it’s only a matter of time before the first sustainable eco superbrand emerges. Could it already be lurking at Estethica, we wonder?  

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