Eco Fashion World

Attending trade shows throughout the year gives you some hints as to where we should be looking at when it comes to a more sensible fashion scene in the future. If I had to pick one personal highlight from the last edition of Texworld – held in Paris just last week, I’d say meeting Lena Swiadek, editor-in-chief of GoodLife Poland, a fresh eco lifestyle magazine from Poland. Lena browsed the fair looking for insights on new and eco fabrics with a big smile and a remarkably bright look in her eyes.

Karl Weick already said it decades ago: organizations exist to keep people busy. Organizations have ‘borders’ which theoretically separates the entity from its environment and within these borders, members adhere to rules from above. Communities of practice come into being based on a totally different process of ‘organizing’. This concept refers to a group of people who share a common interest. Through the process of sharing information and experiences, the members of this group learn from each other. In my opinion, the ethical fashion movement is first and foremost a community of practice in which people get involved because of their passion for a common theme and which allows them to develop themselves personally and professionally. And here Weick echoes again: people feel part of this community of practice because they derive meaning from it. The exchange of stories helps them to shape their identity as agents of change within this community and in the wider environment.

In 2003 I visited New York for the first time. Being overwhelmed by the magnificent energy of this city, I started a street research for hiphonest fashion. A handful of underground organic T-shirts labels and some re-vintage designers were what I found at that time. Not really a store full of eco fashion yet.

The sun shines, the moon glows,
the tides rise, the rain falls
-and a new baby is welcomed to our spinning world.
(Debra Frasier)

Last weekend me and my friend Edwin Oudshoorn, visited the ‘Elle Style Award’ 2010. I have to admit that the pre-party was as exciting as the real sparkling event, because Edwin transformed me into a Russian Folklore princess with one of his skirts, a necklace and this amazing hair-do, complemented by my way too hot vintage vest and pumps. Theme of the night was Folklore and in this outfit, I fitted perfectly in the location chosen by Elle, the Hermitage in Amsterdam.

Aesthetics are the essence of each brand in our eco fashion world. They embody an entrepreneur’s unique artistic identity and are mirrored in the artefacts she creates. For me, this was always the scariest part of presenting my work in fashion school. Because design reflects the self of the creator and makes her vulnerable to the outside world. A direct attack to the pieces we developed in class, felt like an insult to who we were and was often a very emotional experience.

Two weeks ago, Strawberry Earth organized a unique event in Design Hotel V in Amsterdam: the Strawberry Earth Hotel Crash. I was happy to have the opportunity to have a quick peek in the themed rooms, decorated by artists, brands and sponsors. The result was very original and refreshing, well done!

A bare space with plastic tables and chairs. Large windows overlooking the parking lot. Elderly people bent over their burgers. A menu that doesn’t wet my appetite at all. But I promised M.A. we would try it. To have lunch at Wendy’s.