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Fashion goes green and chic

An awards show that aims at bringing the eco-chic fashion in vogue.

fashion and trends Updated: Dec 17, 2010 02:32 IST
Hindustan Times
Marie Claire Fashion Awards

The time has come to toast the fashion-with-a-conscience movement. The third edition of Marie Claire Fashion Awards in partnership with HT City slated tonight promises to be an ode to ethical fashion. The award ceremony that will feature 19 categories of awards that are judged by an 8-member jury including eminent personalities from the industry, will also show case a fashion show featuring the Marie Claire Eco Collection, an exclusive collection of ensembles created by ten designers.

Eco-fashion has become a much revered word in the global fashion industry in recent times, with big designers like Vivienne Westwood and Stella McCartney promoting it. Needless to add, it’s just the right time to know more about this slow, sensitive, sustainable fashion and how does one incorporate its various demands into ones wardrobes? If it involves everything from stopping the use polluting dyes, following ethical and fair trade practices, goods making them expensive and unaffordable, how can we make fashion and its various stakeholders responsible?

mccarteneyIt was this question that spurred Marie Claire to carry forward the debate on eco-fashion through a series of stories under this slug, Marie Claire explored why going green costs the earth (and if it really should), featured the works of designers who promote this idea and published fashion shoots of eco-sensitive clothing. The campaign is carried forward as the main theme of the awards show which features a fashion show of 40 eco-garments especially crafted by 10 designers creating the exclusive Marie Claire-Eco Collection.

These garments will then be retailed through the well-known fashion house Ensemble, and the proceeds from the sale will go to handloom exponent Sally Holkar’s organisation Women Weave. The participating designers include Wendell Rodricks, Lecoanet Hemant, Rahul Mishra, Anshu and Jason, James Ferreira, Aneeth Arora, Anupama Dayal, Digvijay Singh, 11.11 cellDSGN and Nitin Bal Chauhan.

From gowns to jackets to tunics, the collection explores everything in fashion. While the final decision whether to buy the tee that carries a green tag versus something that has landed on the fashion shelf through the regular route of mass production is yours, what Marie Claire has attempted through its stories, is up the awareness quotient, while also suggest ways and means to make green fashion more affordable.