
The internet and digital applications have allowed far greater transparency into the behind-the-label processes of factory floors the world over.
Esthetica aims to not only change the sterotype by proving that sustainable fashion look just as good, if not better than the rest of the market, but gives a huge footing to designers who have to adhere to at least one Fair Trade or ethical principle in their production processes.
Each year the talent on display forces the fashion industry that much closer to the realisation that despite the image led face of the industry, no amount of money can buy back resources once depleted, or lives of workers once made ill in unsafe factory conditions.
Esthetica is divided into four categories; Accesories, Jewellery, Lingerie & Ready To Wear. My favourite RTW ethical brand is Noki.
Self-described as “culture jamming street couture”, Noki shuns big name brands for their unscrupulous use of labour and resources, referencing The Noki SOB Mask (Suffocation of Branding) as the trademark item in the Esthetica collection.
Working as a stylists for various titles including Dazed and Confused and ID Magazine, along with branding projects for Adidas and Levi’s to name but a few, Noki’s creativity in the face of ethical processes is admirable.
Consistently pushing the boundaries of fashion – if anyone was to dress Lady Gaga for the Born This Way video, it had to be Noki – working with some of music’s most outrageously dressed stars, Noki has styled Skunk Anansie, Kesha and Neneh Cherry.
At the forefront of Noki’s mission is ethical fashion education. Stints at Central Saint Martin’s, Ravensbourne and Kingston universities have seen Noki guiding fashion students on the impact of ethical fashion on the whole industry; how the decisions they make and the way they view the industry can fundamentally change hundreds of thousands of lives around the world.
For more information on Noki’s anti mass produced fashion, go here.
To read the Esthetica Review of where sustainable fashion is heading in 2012, go here.