On Friday September 17, the British Fashion Council (BFC) hosted the first Sustainable fashion show on the official London Fashion Week catwalk, showcasing key looks from established and emerging designers working using sustainable materials.

The show was held in partnership with START, an initiative by The Prince’s Charities Foundation to promote and celebrate sustainable living. The partnership reinforces the BFC’s commitment to sustainable fashion through its Estethica initiative. A significant number of designers from Estethica showcased their S/S 2011 collection as part of the first Sustainable catwalk show on the London calendar.

The show was held in Friary Court in St. James’s Palace, on the first day of London Fashion Week, to celebrate START’S ‘A Garden Party to Make a Difference’. This pioneering festival saw the gardens of Clarence House, Marlborough House, and Lancaster House opened to the public from the 8th-19th of September to learn from the experts about living a greener life and to raise awareness of sustainability through music, comedy, and fashion.

Attendees to the sustainable show included over 400 journalists, celebrities, designers, retailers, and models to celebrate and support London’s position as leaders in designing and promoting eco-sustainable fashion. Featured designers included Dame Vivienne Westwood’s World’s End Collection, Stella McCartney, From Somewhere, People Tree, Junky Styling, Henrietta Ludgate, and Christopher Raeburn to name but a few.

My Beautiful City were the appointed production company for the show and ensured that it was as eco-friendly and sustainable as possible, incorporating specialist show production and experts to off-set its carbon footprint. They addressed all components required for a catwalk show including power, lighting and staging.

Chloe Kerman, Fashion Editor of TANK magazine, was the appointed stylist and Creative Consultant. She had this to say before the start of the fashion show, ‘I am really looking forward to being involved with this exciting new project. Sustainable fashion is very much in a transition. As people begin to consider their social responsibility as consumers, designers are really starting to consider this philosophy as part of their process. The range of creative talent showcased here just goes to show how stunning ethical fashion can be, in the end it has to be about great design and beautiful clothing.’

Supermodel Erin O’Connor, who walked the catwalk in the show, said ‘Merging style and conscience has never been so important and valued at London Fashion Week. I'm proud to walk the catwalk for designers who have crafted their talent and considered the true ethical values in the creative design process’.

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