Thursday, February 17, 2011

You Are What You Wear - Ecover at London Fashion Week 2011

Once again, my favourite ecological laundry brand, Ecover, are going to be a big part of London fashion week. As part of their ongoing partnership with cutting edge, eco-fashion designer Ada Zanditon, the fashion loving laundry brand Ecover will support Ada’s presentation at the On|Off on Friday 18th February.

Ada will present her AW11 collection ‘The Cryoflux’ with a film inspired by the collection, directed by Andrew and William Ho. ‘The Cryoflux’ presents Ada’s most beautiful and wearable collection to date.  

Ada’s clothes are beautiful with a fabulous modern twist, and I’m really excited to see more of her collection which features a range of dresses, from tailored influences to fluid looser asymmetric shift dresses. True to form, Ada has included a selection of sensational showpiece dresses, inspired by the captivating natural formations of the Antarctic’s broken, frozen waterfalls.

Ecover’s new laundry range has been developed with the fashion conscience in mind, and has a gentle yet powerful product to care and clean every type of fabric.

Emma Bennetts, brand manager for Ecover says: “We are supporting Ada Zanditon as we believe it is important to help young designers bring their talent and creativity to the forefront of the industry. Her designs are always innovative, stunning and cutting edge; we cannot wait to see what Ada will deliver this season.

“Ada considers the environmental and ethical impact of fashion, sourcing ways to minimise these effects in her design processes. At Ecover, we also work hard to ensure that our products are ecological with minimum impact on the world around us, so working with someone like Ada is a natural fit with the fashion world.”

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