Environmentally-friendly fashion has already made its mark on the runway and with high-end designers, but a new campaign, called Be EcoChic, is setting out to prove that green is still the new black.
"I think environmentally-friendly fashion should not be considered a trend at all; it should be a way of life," says Fern Mallis, senior vice president of IMG Fashion and a member of the Be EcoChic Advisory Committee. "Trends come and go and pass and I don't think this is one that can afford to do that."
To kick off New York Fashion Week, environmentally-conscious designers and the Sierra Club launched the Be EcoChic campaign with a runway show Thursday at the American Museum of Natural History. The campaign seeks to make eco-friendly fashion more attainable and raise the demand for green products by influencing public opinion through fashion.
"The fashion industry garners a lot of attention and visibility, and if we can keep the designers out there on the forefront and save the planet and still look fabulous at the same time, that's the goal," says Mallis.