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The British Fashion Council founded Estethica, sponsored by Monsoon,[link widoczny dla zalogowanych], over four years ago to showcase the growing movement of cutting edge designers committed to working eco sustainably. Estethica, now in its ninth season has evolved to become the hub of London's ethical fashion industry. The success of this initiative, the internationally strongest of its kind, is evident in its rapid growth from its first season of 13 designers to 37 designers in SS11's Estethica collective.

All Estethica designers adhere to at least one of the three Estethica principles of fair-trade and ethical practices, organic and recycled materials and are selected for both their ethical credentials and design excellence. Fifteen designers are new to Estethica this season,[link widoczny dla zalogowanych], these include ‘rescue and recycle’ luxury eco-bag brand Lost Property of London, which takes abandoned everyday fabrics and transforms them into fashionable yet practical accessories. The label works to improve the lives of impoverished communities in developing countries whilst recycling all waste and vetting suppliers for ethical integrity. Its current collection is made from recycled coffee sacks and lined with iconic Liberty Art Fabric. Also new for spring/summer 2011 is The Centre for Sustainable Fashion which is an initiative showcasing four designer collections.

The BFC is collaborating with the virtual boutique for fashion and design yoox.com that acts as the official online retail partner by creating the first online retail space for Estethica. Launched during London Fashion Week in September 2010, YOOXYGEN (yoox.com’s eco-friendly initiative), presents a selection of Estethica designers’ autumn/winter 2010 collections on yoox.com with special content, videos and exclusive interviews profiling this groundbreaking initiative. Visit the retail space.

The initiative is co-curated by Orsola de Castro, founder of green label From Somewhere, Filippo Ricci and The British Fashion Council.

Estethica presents an exclusive film for Yoox.com: 'We Come / We Go',[link widoczny dla zalogowanych], directed by Kathryn Ferguson. Watch it here...

Criteria and application
Image gallery from the Estethica press day AW10
Previous designers
Selection panel
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