M: Model behavior

What do Lily Cole, Lonneke Engel and Emma Watson have in common? Well, of course they are all green & gorgeous! And for anyone who hadn’t noticed before: they’re not the only celebs embracing fair fashion. Check out my favorite ecofashionistas and be inspired to become an ethical follower of fashion yourself.

Gisele Bundchen
Why sexy: Well, that’s pretty obvious, isn’t it?
Why sustainable: It’s not just her fipflop brand Ipanema that make Gisele worthy of the term eco warrior. She’s also an Environmental Ambassador for the United Nations and an avid supporter of Earth Hour. And there’s also that Seeja Pure Skinline cosmetics that help make our planet more beautiful. And make our faces look good too, I assume.

Livia Firth
Why sexy: Erm, because her husband is?
Why sustainable: Well, you’d better ask: what’s not sustainable about this woman? Livia’s London store Eco Age is all about sustainable fashion and so is her shop in store on Yoox. She also designs her own line of ethical clothing and walks the red carpets worldwide in sustainable gowns. Plus she’s convinced the likes of Armani, Gucci and Valentino to design sustainable dresses and then makes actresses like Meryl Streep, Julianne Moore and Cameron Diaz wear these ethically made outfits during their red carpet moments. Sigh. It’s all so impressive that one wonders: doesn’t this woman ever get tired of all that green fashion stuff?

Stella McCartney
Why sexy: Possibly the best-looking mother of four alive today, Stella McCartney is also a top designer whose fashion house is owned by luxury mogul PPR.
Why sustainable: In her collections, Stella never uses leather or fur and she prefers organic cotton over other fabrics. Head offices are fitted with leds, recycling programmes, CO2 compensation and what not.
And maybe the best part of it all is that the Stella McCartney label has made sustainable fashion available to celebs, stores, catwalks and magazines that have traditionally been reluctant to associate themselves with environmental issues.

N: New luxury

The luxury fashion sector does not excel in sustainability. Ever changing trends and a widespread love of fur make designer brands rather unlikely proponents of green fashion. What’s more, the democratization of fashion has diluted luxury brands’ traditional commitment to handmade, high quality collections. As Dana Thomas has eloquently written, a designer label is no longer a guarantee that a bag, scarf of pair of trousers will last a long time.

There’s no reason to become depressed about this development (or bury your credit card). So-called new luxury promises to be the green frontier to Gucci, Prada, Louis Vuitton et al. Even though new luxury does not always promote itself as sustainable, the trend has some seriously green features. Take the focus on craftsmanship, limited editions, trans-seasonal designs and classic shapes. All this high quality clothing can support a slow and hence sustainable fashion consumption.

According to the prominent Dutch etiquette book on clothing, 'Het Blauwe Boekje', personal comfort, individual style, care and quality are central to new luxury. New luxury is trendy with a hint of classic style, keeping a balance between vintage and forward fashion. You’ll never end up in a business look or mousey grey outfit if you choose new luxury design, Roel Wolbrink says. High quality fabrics are used by young designers to offer a luxurious yet modern look. Now, who would really need a traditional luxury brand then?