Day four of my sustainable fashion diary for London Fashion Week, and I opted for the ASOS Eco Edit. One of the charges, fairly or unfairly, levelled against sustainable fashion is that ethical fashion is either too hard to find, not design-led or too expensive – the infamous ‘not everyone can afford to buy Stella McCartney‘ line, is one that we all know too well.
Today I am wearing a black Asos #EcoEdit modal jumpsuit – biodegradable, modal is produced from renewable cellulosic plants such as beech trees, pine trees, and bamboo. Made by combining the raw material with a manufacturing process to tranform the plant pulp to fiber, modal is wear resistant and can be machine washed and tumble dried without shrinking or getting pulled out of shape too. I styled it with an Okapi bag, named after the African antelope – as a brand Okapi is proud of its South African roots and works hard to stay 100% traceable and ethical. This particular beaded style is a new one by @okapibags, the shoes are by @publicdesire. Now as for this gorgeous ‘Calla’ coat? It’s from a brand called @MERCIMELondon, a distinctively chic British brand creating simple, beautiful statements – post to come about them shortly.
My bag is from Okapi – a brand named after the African antelope and founded by South African painter Hanneli Rupert nine years ago and continues to be known for creating a locally produced range of products combining exceptional quality and craftsmanship. Okapi arethe real deal – working with the original Ostrich farming families from Oudtshoorn, co-operatively run tanneries, in addition to veterinarians, conversationists and artisanal metal workers for their hardware.
My gorgeous ‘Calla’ coat is from a brand called MERCI ME, and it’s no exaggeration to say that I got stopped at least once every hour and asked about it. Founded by London-based designer Mercy Ogole (an Economics graduate), the womenswear brand specialises in classic designs with a truly chic edge, creating bold and elegant clothing with a potent blend of design acumen and quality control. Opting for the Made in Britain tag is no easy feat, yet when it comes to MERCI ME, everything in the collection has been made entirely in England. From start to finish in the design process, with fabrics sourced in London and also a manufacturer based in the capital city. As the designer says, “It is a continual process of trying to find a fabric that is not only great quality, but it is available in the UK or in particular made in the UK.”
Find out more about this look on the Huffington Post here.