Everything's gone green

Purple and grey may be the must-have colours for the upcoming season, but more and more style-savvy shoppers are going for green.

Ethical fashion, that is. With the likes of TV presenter Fearne Cotton fronting an organic campaign for New Look, the high street’s love affair with eco-friendly fashion looks set to catch on.

Designers are also getting in on the eco act - at this September’s London Fashion Week, there will be a welcome return of Estethica, a space within the Designers’ Exhibition dedicated entirely to eco-sustainable high fashion, introduced last year.

“Because more and more of us are asking questions - and demanding answers - the ethical clothing movement is gaining momentum,” explains Tamsin Blanchard, author of new book Green Is The New Black.

“Companies like Marks And Spencer are going full speed ahead to change the way they work, with the target of being carbon neutral by 2012. The rest of the British high street is racing to catch up.”

More and more women are keen to help change the world through their wardrobe. One in four women now describe themselves as ‘ethical shoppers’ when it comes to clothes, according to analysts Mintel.

Katharine Hamnett, fashion designer and campaigner, says that green fashion does not have to skimp on style.

“There is no reason why clothes have to be any different to be ethically and environmentally made,” Katharine says.

“Ethical clothing has to look and feel the same as non-ethical, maybe even better.”

So what should newbie green fashionistas look out for on their clothing labels? Katharine has this shopping advice: “Consumers should buy products that are 100% certified organic cotton - at least one garment every season.

“Avoid GM cotton at all costs, and also steer clear of synthetic fabrics such as polyester, PVC and viscose as their production has devastating environmental consequences.”

THE Pick of High Street Greens:

Want trend-hitting styles that won’t compromise your ethics? Aspiring green goddesses should check out the high street for eco-friendly fashions that won’t break the bank.

“There are as many ways to look gorgeous, and be ethical, as there are trends in any season,” Tamsin says.

Marks And Spencer has a well-established Fairtrade range. Following in their green footsteps, fashion chains like H&M and New Look have launched their first ultra-trendy organic cotton ranges. Sainsburys has also launched Fairtrade cotton basics, certified by The Soil Association, that you can pick up with your weekly shop.

Dorothy Perkins is stocking quirky recycled bags and have begun phase two of their highly successful Woodland Trust campaign to plant more trees. Primark may be renowned for its fast fashion but the high street giant is also selling 100 per cent organic cotton T-shirts.

WHY GO ORGANIC?

Unconvinced about going green on the fashion front? The Soil Association give these reasons for cottoning on to organic clothing:

:: Non-organic cotton farming uses one quarter of the world’s pesticides - causing damage to the environment, sinking farmers into debt, causing illness and even death, they claim.

:: Organic cotton farmers in developing countries report higher incomes plus using viable alternatives to chemicals protects their health.

:: GM cotton is grown in many countries so choosing organic cotton is the best way to avoid buying GM cotton.

:: You’ll avoid hazardous chemicals - over 8,000 chemicals can be used to turn cotton into a t-shirt or duvet cover.

:: Stylish organic clothing and household textiles are now widely available so there’s no longer a compromise between style and organic integrity.

Ethical Clicking

Not so long ago, eco-clothing was synonymous with hippies and hemp, but a wave of websites have sprung up to rival the high street’s green offerings.

“A good place to start your ethical wardrobe is online,” urges Tamsin.

There are a whole host of specialist websites to browse for green bargains. One of the best, according to Tamsin, is www.adili.com, where you can buy labels like Stewart & Brown, Patagonia and Kuyichi.

Sites like www.howies.co.uk and www.peopletree.com are brimming with everyday organic basics. For stylish wardrobe additions like silk dresses, look to www.amana-collection.com or try www.hug.co.uk for organic cotton fairtrade fashion for the whole family.

If it’s eco-friendly accessories you’re seeking get clicking at www.love-eco.co.uk or www.lacrazia.com where you’ll find fabulous bags and jewellery.