New American fashion: beauty with a touch of “eco”

Новая американская мода: красота с налетом "эко"


Fashionable clothing is worth the money. And brings them in the US, the turnover of the market of clothes and accessories reaches $ 300 billion per year. About this figure is recalled in the recently concluded fashion Week. Luxury fashion, mass tailoring… to the traditional division added another one – of trend.

“Lestat” is an American brand that uses fabrics produced with strict environmental standards or resulting from secondary utilization, for example wood. The origins of the “Lestat” there are two stylist Rogan Gregory and Scott Mackinlay Heng.
Rohan explains: “When it comes to manufacturing clothes, can’t afford to compromise, in my opinion. So, I have to be sure that I use only the best fabrics. While it carries no prejudice, so to speak aesthetic side of the production of clothing. On the contrary. It makes no sense to prove the obvious: organic cotton is much softer, silkier, better quality than conventional cotton”
Brooklyn is gaining momentum Atelier of a young designer Daniel Silverstein. He, too, willingly turns to bio, and more active uses at tailoring waste from the production of clothing other companies pieces of guipure, lace, leather, that was unclaimed: “ you see, I did then applique on the front of the dress. Know what I got? From various scraps and stuff, which are themselves good for nothing. Here you make the neck or sleeve and you have pieces of fabric where they attach? They are usually discarded, right? I collect, combine and I have to obtain unique things.”

Another ecobudget has adopted the mark “Soham Dave”. She places orders for production of apparel in India – small workshops where things are made manually in compliance with the traditional technology of processing of seams and embroidery.

According to representatives of the company nimet Degirmencioglu, it is worth doing advertising emphasis: “we Have a market, but should it expand, enter what we produce in fashion. And for that we have to communicate, to tell about themselves, about how we invent and manufacture clothing. And when we are not too lazy to talk about myself, we get reaction from customers, from the overall market. So we are now in this phase, to speak, to tell”.

Designers emphasize the environmental friendliness of the clothing will not be assessed if the produced items will not be beautiful and comfortable. Ultimately, for a buyer that is what is important, everything else is a pleasant appendage.

Daniel commented: “Clothing must not resemble the national costume. No, it has to be stylish things, but their ecological and biparametric should be a surprise for the buyer.”

Stylists who share the philosophy of “fashionable and eco-friendly” are combined: their Association in the US has 80 members. Even developed a special index – indicator of sustainability of clothing at all stages of production, distribution and use.

“The interesting thing is that now, under these disparate aspirations brought a kind of scientific base. So now my figures in hand can you explain what is the impact on the environment so-and-so. We are moving away from the romantic ideas of eco-altruism. Now we don’t consider ourselves “good”, no, we submitted “correct,” says co-founder “Lestat” Scott Heng.

Correct that is safe, beneficial to all. However, when it comes to fashion, the right must become a synonym of style.

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