‘XO’ is Lauren Conrad’s signature mark. So it’s not surprising that the capitals turned up in the sustainable accessories collection the starlet launched in 2012. The collection is a collaboration between Lauren Conrad and BlueAvocado and is based on Repreve, a recycled plastic fabric derived in part from post-consumer water bottles. Hence the collection’s name: XO(Eco).
The XO(Eco) collection includes cosmetics bags, shopping carryalls, weekend bags and lunch totes that will, according to the actress-turned-designer, help organize and simplify women’s lives. The collection fits in well with BlueAvocado’s existing product range, which aims to reduce the use of plastic bags.
Each XO(Eco) item features an eco-impact label that lists the product’s environmental metrics, such as the number of bottles recycled and its overall carbon footprint. Plus, for every purchase, BlueAvocado will donate 1% of the profits towards ocean preservation and restoration.
Is Lauren Conrad’s collaboration with a sustainable fashion brand a passing flirt? BlueAvocado does not think so. In a press release about the XO(Eco) collection, CEO Amy George says: ‘There is nothing more fashionable than designing a better future, and no one more perfect to inspire millions than Lauren Conrad. She has an eye for design and a heart for our planet.’