The fashion of tomorrow is fluorescent space suits, which Andrei Kuppuzh once prophesied, and not even clothes made of nanotkans. Today, in terms of the trends of the near future, the term "eco-friendly" increasingly sounds. And judging by the number of designers and brands professing "eco-mode", this tomorrow is almost come.
"Save our future!" - this is roughly the slogan of a new ecological trend. What the Eurythmics band sang in their rather dull song about ten years ago finally reached the most capricious public - a fashionable one who preferred mink more on cuffs than somewhere on the forest edge. If you look at the history of fashion, then every new trend is always accompanied by some slogans or ideas. True, the fashions and ornaments corresponding to these ideas did not go any further: clothing was nothing more than an illustration. It seems that only today mods cease to "draw". The situation became diametrically opposite: visually eco-friendly dresses and hats can not differ in any way from their more irresponsible "colleagues" in hangers. By analogy with the truly rich people who will never exhibit their diamonds for show, the adherents of the eco-clothing are modest. Their most fashionable jeans, painted with the help of some cornstarch, are the hottest trend of the season, but only they know about it.
The essence of eco-friendly fashion is not a new cut or a combination of colors. By and large, the appearance of ready-made clothes is not so important. Much more important is how it is produced. Therefore, fashion-ecologists (yes, there are such) even have a set of rules. It is not difficult to guess that the main of them is the use of only fabrics from organic raw materials in production. Especially green is hemp: it does not require fertilizers and enriches the land. In the course go and materials such as cotton, wool, flax and bamboo. Alternatively, as a material, you can use recycled materials, thus saving the planet from debris. Skin and fur, despite their natural origin, is prohibited. At the same time, consumers of eco-clothing look even further: lambs, from which the eco-charfarks will someday, should eat food without the addition of chemicals, and the fields on which dresses and shirts "grow" - do not know pesticides (environmental organizations prepare lists of banned and approved in each year production of clothing substances). And to make clothes completely ecological, when manufacturing it, all the rights of workers must be observed.
It is difficult to recognize the eco-style crowd in appearance. Perhaps, therefore, fashionable fighters for the health of the planet usually declare themselves in other ways. In Paris, for example, an annual Ethical Fashion Show is held - the Week of Ethical Fashion. In addition to the traditional defile, within the framework of the Week there are scientific conferences on environmental topics and master classes for young designers, among whom are now the most creators of eco-clothing. If you refer to their blogs, as well as blogs of their viewers and sympathetic ecomoders, it becomes clear: attending such events for them is akin to participating in the largest music festivals - an occupation incredibly fashionable and progressive. As a rule, eco-collections do not differ in any way from traditional clothing. They have a little more ethnic tinsel, a little less trendy silhouettes, a lot of flax and cotton and absolutely no leather and natural fur. True, sometimes designers are too carried away and let off to the podium nastoyaschihaborigens, hung with shells, straw and bamboo sticks.
Similar to the Ethical Fashion Show defile - EarthPledge's Future Fashion - is being conducted in New York, within the framework of the seasonal Week. The strangest thing is that the organizers of the defile, the supporters of the ethical attitude to nature, built the podium from the freshly cut logs at the last show. "The catwalk looked very effective, there was a smell of sawdust in the hall, though the models kept stumbling on the uneven, unassuming surface of the tree," writes Laura Messiah, a columnist for styledash.com. However, such small incidents do not in the least hamper to participate in Future Fashion stars of the fashion industry.
For the upcoming season, special eco-collections among the others were presented by Marni, Michael Kors, Yves Saint Laurent and Elettra Wiedemann - a brand created by the daughter of the actress Isabella Rossellini.
By the way, this is not the first time that "star" children find themselves in such a righteous career. The most famous "green" designer has long been listed Stella McCartney, whose collections, even on the traditional defile - the purest example of ecomode. Early in her career, Stella, because of her convictions, refused to head the women's line at the Gucci House, as the brand is famous for its leather bags and shoes. But her own brand was the first to recognize such a rigid and uncompromising organization as PETA (People for Ethical Treatment of Animals). "Ethical" and similar Fashion Week are not the only way to tell the world about their progressive ideas.
Along with them, designers and other creative people occasionally arrange special promotions or produce "agitational" clothing and accessories. For example, some time ago, the hype revolved around the canvas designer bags Apua Hindmarch, which featured the inscription I'm Not a Plastic Bag ("I'm not a plastic bag"). Buying a bag, conscious citizens stated that they refused to use terribly harmful disposable plastic bags. First, in the press, photos of stars with such bags appeared, then huge queues lined up behind the "non-plastic accessory". Following the Englishwoman, our compatriot Alena Akhmadullina created her version of the "ethical" bag. Her version was called "For a clean homeland". According to the experience of British colleagues, manufacturers have released a bag Ahmadullin limited edition, thereby creating a stir around it, and sold an accessory on the Millionaire Fair for € 3,200.
The inscriptions on the bags and T-shirts - the most peaceful way to show about yourself. True fighters choose far more radical actions. The above-mentioned organization of PETA is considered to be the rival enemy of the skin, fur and synthetics. Its representatives tear off fashion shows, thunderboys, pour paint on owners of natural fur coats and even allow themselves to throw cakes at Anna Wintour, the editor-in-chief of American Vogue, for not wanting to give up fur.
As fashion-environmentalists say, it is not necessary to immediately "step on the right path" and save the world, observing all the regulations. For starters, it's enough to stop wearing leather and fur. Those who do not have the opportunity to buy "environmentally friendly" clothing (in Russia it can be ordered only through the Internet), it is enough to choose things produced in your own country, and even better in the city, which, in general, is also very, very problematic .