Erdem and Livia Firth have teamed up for a cause that many would think deserved to be more sought after in the fashion industry. The eco-friendly market is one of the fastest developing sectors, where you can succeed in basically every business you start (attention, this could be an overstatement, so don’t try it at home). If you take the prefix “eco-” into the fashion market, you’ll unlock a huge audience that is craving for eco-friendly solutions to their daily dressing needs. And, believe me, fashion and beauty are the hardest industries for the little “eco-” to find loyal friends in.
Explaining the idea of the Erdem x Livia Firth capsule collection and the garments, Erdem Moralioglu says eco is “just not very chic.” True, this perception has been governing the fur and leather-driven market for years. We all remember protests against some of the most renowned fashion houses and designers, but things are changing… and change, of course, is good. You don’t necessarily have to look like a homeless person anymore to be considered eco-friendly.
One of the most drastic changes that we’ve been witnessing is that the eco-market has suddenly become something that only wealthy people can do. Somehow, eco-friendly food, fashion and lifestyle that are not supposed to harm you or the world became an issue of affordability. And we know what happens after this, raise the price of a product, and you’ll raise its reputation. Middle class women started justifying their shopping by saying they’d love to go eco, but that’s just so expensive. What a contrast to what the designers think! Erdem Moralioglu might as well reconsider the fact that eco is not that chic now. It is!
A devoted leader of the boho style and all the feminine silhouettes has tapped into the eco-friendly environment and created 12 looks that are ethical and sustainable. There is no step in the making of these products that might be a cause for your discomfort. They’ve followed the rules. Livia Firth and her Green Carpet Challenge have also been involved in the eco-friendly collection. The designs include delicate details on dresses that are colored in pastel and subtle hues. One of the best designs, the duck blue long dress is adorned with contrasting cherry blossoms.
Staying true to the best traditions of boho and eco-friendly, the campaign features Sienna Miler wondering in the fields. This is not the first time we’re pointing out to the clichéd understanding of this sub-industry. The society already knows that you don’t have to be in a pumpkin field just because you’re dressed eco-friendly. Please get over it!
The garments are heavily influenced by lace and flower moods, showing in an out from all corners of the collection. Some of the pieces are stunningly embroidered, taking the work into another level. Handmade techniques (including embroidery) have always been a serious reason in making you spend more than planned. What? It’s hand-made! Worth paying for.
Photo courtesy of Vogue