Eco Fashion World

Super model Erin O’Connor has exchanged the catwalk for the cutting table in a new venture with stylist Kate Halfpenny launching this month.

The London-based friends have created a collection of statement t-shirts and bags under the moniker She Died of Beauty. Pieces are all produced in an earth-positive manner, meaning they are climate neutral t-shirts and bags made with organic cotton through fair trade practices.

“The very nature of fashion is to manipulate and exaggerate almost everything," explained the pair. "We loved the idea of twisting a polite sentiment into a naughty yet, frivolously funny statement that we hope will appeal to all.”

Their philosophy stems from both Erin and Kate’s belief that “there’s no reason why style and conscience can’t co-exist.”

Keen cyclist and eco-fashion activist Erin walked in the Sustainable Show at St James's Palace last Friday - a catwalk presentation supported by Prince Charles's START initiative that featured ethical brands including Stella McCartney, People Tree and Henrietta Ludgate. The presentation for hundreds of fashion players aimed to put sustainability in the spotlight and was also endorsed by London's Mayor Boris Johnson.

The collection is available now through www.shediedofbeauty.com.

Comments (0)

Subscribe to this comment's feed

Show/Hide comments

Show/Hide comment form