The British Fashion Council founded Estethica, sponsored by Monsoon,
over four years ago to showcase the growing movement of cutting edge
designers committed to working in a sustainable way. Estethica, now in
its ninth season has evolved to become the hub of London's ethical
fashion industry. The success of this initiative, the strongest of its
kind internationally, is evident in its rapid growth from its first
season of 13 designers to 37 designers in this season’s Estethica
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. Fifteen designers are new to Estethica this season, these
include ‘rescue and recycle’ luxury eco-bag brand Lost Property of London, which
takes abandoned everyday fabrics and transforms them into fashionable yet
practical accessories. The label works to improve the lives of impoverished
communities in developing countries whilst recycling all waste and vetting
suppliers for ethical integrity. Its current collection is made from recycled
coffee sacks and lined with iconic Liberty Art Fabric. Also new this season is
the Centre for Sustainable Fashion which is an initiative showcasing four
Innovative new Estethica designers will join existing designers including Junky Styling, Henrietta Ludgate, Pachacuti, Prophetik and Sonya Kashmiri. Staunchly British designer Christopher Raeburn creates ethically-aware collections by up-cycling re-appropriated military fabrics into functional, intelligent and meticulously crafted designs. For AW10 he is creating an installation that will be featured both in the NEWGEN and in the Estethica exhibition; last season Raeburn’s Estethica installation was picked up by Barney’s where it currently features in the in-store window display.
Henrietta Ludgate will once again show as part of the Estethica collective, renowned for her beautiful, sculptural looks with an ongoing Highland theme either in fabric, cut or colour. An ethos of supporting Scottish craftsmanship is central to her work, with fabrics sourced from within the British Isles and all pieces produced locally. Also returning to Estethica to showcase its SS11 collection is traditional yet contemporary accessory designer Sonya Kashmiri. The wearable and sustainable accessories, constructed in veg tan leather are lined with organic cotton with structural strength added by using recycled leather.
Chief Executive of the British Fashion Council, Caroline Rush, commented “Estethica was established to showcase collections of progressive designers working in ethical fashion. We are currently working with industry figures and editors to ensure the Estethica brand progresses and is communicated to a growing audience. This season we’re proud to be showcasing collections from more designers than ever before.”
To coincide with the start of London Fashion Week September 2010, official online retail partner yoox.com creates the first online retail space for Estethica. Designers selected for the first season of this collaboration include: From Somewhere, Goodone, Henrietta Ludgate, MAXJENNY, Nina Dolcetti, Sonya Kashmiri and Environmental Justice Foundation (EJF). Designers’ AW10 collections will feature on yoox.com with special content, a dedicated film and exclusive interviews.
Estethica sponsor Monsoon believes the importance of fair-trade and ethical fashion has been integral to its business heritage. For the first time Monsoon will be presenting a new Spring/Summer eco-range, in line with the young designers who represent the future of eco-fashion, which it has supported for the last eight seasons.
Peter Simon, Monsoon Founder, commented “At Monsoon, we are proud to be launching our LOVE range, celebrating a fusion of clean, modern design with Indian crafts, recycled materials and organic fabrics. Estethica is a celebration of beauty and more mindful creativity and it makes me hugely optimistic about the future of our industry.”
Estethica is co-curated by Anna Orsini, BFC Strategic Consultant, Orsola de Castro and Filippo Ricci of the pioneering, up-cycling label 'From Somewhere'.
Orsola de Castro commented “As our young designers become more creative and our ethical production methods more relevant, Estethica is now becoming internationally recognised as a hotbed for new designers as well as new concepts in fashion, influencing the fashion industry from the inside. In 1910 we ditched corsets and stiff collars and changed the way we dress forever, in 2010 there is another fashion revolution in the air, with Estethica as its spearhead.”
This initiative is supported by the London Development Agency through its investment in the London Fashion Showcasing Fund.
Lurene Joseph, Group Director of Communications and Marketing at the London Development Agency says, 'Our investment in fashion has always been about supporting London's young talent, helping designers to achieve their goals by supporting small and start up businesses in this innovative sector. In the last few years the LDA's investment in this sector has seen a growing number of up and coming designers committing to working sustainably and forging their place in London's vibrant fashion community.'
Estethica is located in the Embankment Galleries in the LFW exhibition at Somerset House WC2 and will be open from Friday 17th September at 10am until 7pm daily until Tuesday 22nd September when the exhibition will be open from 10am until 6pm.
LIST OF Estethica DESIGNERS SEPTEMBER 2010
EFF Innovation - Ahilya
Lost Property of London
The North Circular
Little Glass Clementine
Made – by the people for the people
Michelle Lowe Holder
Made by Scandinavians - Sagen
The Centre for Sustainable Fashion - Martina Spetlova, Josie Beckett, Borders & Frontiers and Romina Karamenea
Made by Scandinavians - Camilla Welton
Environmental Justice Foundation
EFF Innovation – Lu Flux
Made by Scandinavians - Righteous Fashion
She Died of Beauty
See the yoox.com online retail space for Estethica