///ORGANIC POPCORN MOMENT

Found this video via Ecofashionworld.com.Definitely agree this video could create more awareness amongst teenagers.

This video is a modern-contemporary art version of the classic fairy tale “The Emperor’s new clothes”. The story has been altered in such way in order to communicate visually the environmental and social impacts of “Fast-Fashion” and introduce to the audience the endless opportunities in Sustainable Fashion. Specifically, this tale is the product of an insightful research on female teenagers’ consuming behavior in terms of fashion and can be used as an education tool for this market group.

///BREAKING NEWS

Personally, the good news is, that Hiphonest.com is mentioned on 3 different long-lists for the subcategories TrendWatcher of The Year 2010. I feel already very honored.. Since this writing is my dedicated passion! These different categories: UPCOMING TALENT / FASHION & DESIGN /DUURZAAMHEID (=SUSTAINABILITY)

So if you feel like promoting me or Hiphonest please send an email before 2 February to: ikstemop@secondsight.nl

THANKS Annouk

///INSPIRATION

Another similar story to the previous post –from a blog to a fresh company- is the young Dutch (hero) blogger Nalden. With his unique and internationally recognized blog Nalden keeps reinventing himself and other businesses.

On his website you can about music, gadgets, technology, fashion, brands, art and everything that inspires this ’social entrepreneur’. Nalden created a very clever Wallpaper Advertising business model on which big labels like Nike, Vodaphone and Philips already took part.  Nalden: ‘The Good Things of Corporate Sponsorship. The Corporate Sponsorship of Good Things. This is my philosophy.’

That big brands like Vodaphone are really interested in these young creative entrepreneurs can be seen on the website of Vodaphone heroes. In this (click here) nicely shot video report you can crib in the office of Nalden: Naldisney. Nalden likes to bring the offline and online world together by organizing an exhibition called ‘One night Stand’, in only one single day….’Well, good luck’, we thought, but he managed to do this! Thanks to his big online network he had great art plus a lot of visitors.

///FASHION Report

Recognize yourself in having a love-hate relationship with fashion? Adore those too stylish stilettos but dislike painful squeezed toes. Really, really need to see the new collections by Victor & Rolf, Bless or Bernhard-Willhelm but not always feel like dressing up… Well, this might be the perfect moment to fresh up your mind… and enter the world of Ethical Fashion.

While entering the romantic venue of EFS 2009, the Tapis Rouge, located in the hart of Paris, best thing to do first is to treat your self on an organic ginger juice. They sell this strong spicy drink at the bar and it will upgrade your energy level immediately.

The Ethical Fashion Show, already in its sixth year, provides designers, retailers, media and professionals in the field of Hiphonest fashion a dignified platform to share their ideas, knowledge and network. Main goal is to create opportunities for new sustainable relationships. Between fashion designers and labels, buyers and agents. Featuring more than a hundred international labels, EFS is the biggest trade show in Hiphonest Fashion. And of course another must see place during Fashion Week Paris 2009 was the Greenshowroom that presented 15 eco-chic high profile labels.

Wondering why EFS is the place to be in Ethical Fashion? Read more here.

The collections of the participating labels are presented on racks. These racks are actually the division of space between the different labels. Personally I think this is not the best way for a brand to present their identity because you do not get a clear picture of the personal style of the label. Comparing to most big, more commercial clothes trade shows, like for example PRET A PORTER® in Paris, labels get their own clean room. However, the benefit of this rack division is that this creates a friendly and open atmosphere, like if you are shopping in a department store.  And in a way this invites you more naturally to start talking with the makers behind the product and listen to their true story.

What makes the EFS so incredible special is the tangible passion for fashion and the ambition to re-shape the world, without harming people and nature. You can definitely fall in love with one of the unique collections and their catchy and true story. Check out Hiphonest favorite musthaves and shoes!

To make it easier for visitors to recognize each designers ethical sector EFS presented the following pictograms on the wall above the racks, all clearly explained on a poster in the entrance and in the catalogue.

The content of this catalogue is really strong, informative and complete, with contact details of all the participator’s and the results of a study by the
INSTITUT FRANÇAIS DE LA MODE concerning the growing interest of consumers in ethical fashion. EFS proves that Ethical fashion is truly a social phenomenon that attracts a wider market.

To give you a overview of different styles that you could find on EFS 2009 read more here.

///FASHION REPORT

To give you an overview of different styles that you could find on EFS 2009 Hiphonest subscribes the most dominating looks:

1. Sophisticated Chic

Most stylish, fast forward and surprising designers who really get ethical or so-called ecochic fashion on a higher level are Ada Zanditon, Les Racines du Ciel and Article 23.

2. Special Eco Basics

Do you already own an organic cotton catsuit? Check out Earth Couture and Bibico. Perfect outfits for lounging on your sofa while watching those entertaining video’s Hiphonest selected for you (the Organic Popcorn Moments).

For the men who like t-shirts with bright and humoristic graphics, check out the t-shirts by Monsieur Poulet.

3. The Crafistic Look

To get a good picture of the word Craftastic best thing is to have a look at this crazy though humoristic video and song by Leslie & The LYs: ‘For the craft people and hobby’ists.’ It is expressing a personal style with ‘one of a kind’ items. Upcycled second hand clothes with creative details. This Craftastic or so-called Do-It-Yourself look can be explained as a reaction on mass production. Companies like H&M and Zara brought this fast-fashion tendency –new arrivals and sub collections weekly instead of seasonal- to the western market. Resulting in milions piles of clothes that are being spend and thrown away.

Ethical Fashion Show 2009 represented quite a few designers with this Craftastic touch. For example by mutation, Costumisee Par Liza and labiskootil.

Andrea Crews, a multitalented artist, presented the Craftastic look a few years ago at the EFS and in the meantime she became a real style guide. Check out Andrea her vision the Collete website. (Necklace at picture above is designed by Cruselita)

4. Ethical Couture.

At EFS you can source for authentic traditional handcrafts from beautiful places all over the world. It is important to preserve the know-how of traditional textile techniques and handcrafts and to make sure these secrets survive the industrialization. Examples are Nobel Afrik,  Royah Ethical Design from Afganistan and Samant Chauhan from India.

5. Alternative Active Look.

This look can be subscribed as an underground look, which have been there already for years. Focus is on re-using/ up-cycling, for example old wheels and advertising plastics. Besides this Alternative Active Look includes more outdoor active gear, for thrill seekers with an eco-friendly attitude. Examples are Cyclus , Bilium , Envao Fair trade surfwear and Equite.