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Home arrow News arrow LA FASHION WEEK OCT 2008
LA FASHION WEEK OCT 2008
Written by Abigail Doan   
Wednesday, 22 October 2008
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ECO GANIK

LA Fashion Week, for some, might be seen as the feel good, ‘hippie dippie’ version of the high profile fashion week events in more design-gritty, cosmopolitan cities not to mention fashionista meccas. Consider though, that California is now a front-runner in terms of environmental policy, at least on America’s shores, and Hollywood starlets are looking to boost their green quotient with glamorous, eco-luxe couture and accessories. This past week’s round up of Mercedes Benz sponsored runway shows and spin-off events in Los Angeles proved that momentum is steadily building in a town typically known for glitter, gold, and in-your-face goods consumption. 

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MAGGIE G
The Spring 2009 LA Fashion Week festivities kicked off with the Fashionably Natural/Soy Joy Gen Art runway show hosted by indie goddess, Maggie Gyllenhaal, and though there was only an assortment of designers showcased, the diverse line up was a crowd-pleaser. Particularly promising and fashion-forward were the designs of Popomomo and Velvet Leaf. Popomomo (or ‘post-post-modern-movement’) is the intellectual brainchild of eco designer Lizz Wasserman. Her popular collections are designed out of Wasserman’s Silver Lake, CA studio, and like all feminine eco fashion these days, blend sustainable fabrics and easy-to-love eco-friendly jerseys with innovative draping and soft contours. Sexy and sophisticated while also contemporary in organic shape and tunic volume, Popomomo is a perfect solution for elegant dressing and active, modern green chic lifestyles.

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VELVET LEAF
Similarly, Velvet Leaf’s designs are contemporary in spirit and focused on redefining the ‘gunny sac’ notion of eco-friendly fabrics and sustainable feel. Founded by Laura and Becky Carter in 2006, with the idea that Laura was ‘Velvet’ and Becky ‘the Leaf’, the duo fuses green materials and methods like 100% certified organic cotton, low-wastage dyes, fair labor, and sustainable packaging to create classic, sixties-inspired clothing that adds a mod dimension to the eco fashion frontier.

The Smashbox Studios runway shows of on the October 12- 16 schedule featured a few more eco designers than last year with notable favorites Eco-Ganik, Leila Hafzi, Viridis Luxe, and this year’s Green Initiative Humanitarian Fashion Show. Spring 2009 collections demonstrated resourceful takes on upcycling as well as flouncy green fabrics and layered, goddess draping. Not really the cocooning of the past, but certainly an indication that eco chic style is about exuding fluidity and versatility for the global challenges that lie ahead.

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LEILA HAFZI
Designer and Agents first ever Green Market closed out LA Fashion week as if to declare that there is more to sustainable style than staged runway glamour. A unification of ‘designers and community in the name of green’ seemed to be the best way to announce to the world that LA would continue to pioneer eco chic dressing and retailing. Bono’s Edun imprint, Stewart & Brown, CAMPER, Loomstate and Namaste Green House were all featured as well as Eko-Lab and new innovative eco design houses using a minimum of 60 percent sustainable materials in their collections and products. There was little doubt at the week’s close that LA is now on the radar for global eco fashion enterprises and communal support for designers' efforts.
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