Britain has got it right! The 2013 Estethica Showcase exhibited 15 cutting-edge eco designers. Each 2013 designer had to adhere to Estethica principles of fair-trade, ethical practices, and organic designs. At the Estethica show at Somerset House we were introduced to new designers such as Millinery by Mich Dulce but at the end of the exhibition it was Bruno Pieters special appearance which made headlines.
Bruno Pieters is a Belgian fashion designer and art director who is highly regarded for his avant-garde creations. The fame he is newly acclaiming after this weeks showcase is in association with his earth chic friendly collection, Honest by. Honest by was inspired during Bruno’s sabbatical travels in India. He took a deep look into consumerism and determined change can be achieved. He set forth to pioneer a vision, which allows behavioral change to be easy and fun. In an interview Bruno states, “I of course know sustainability isn’t the most attractive or cool subject. This is why I wanted Honest by to be a creative and visually innovative space. When you shop at Honest by, you don’t necessarily need to be thinking about the environment because we do it for you.”
What is it the Honest by is doing for us? Taking a look behind the architectural tailoring garments streaming down the runway I learned there is a transparency behind the collection. No, not literally transparent clothes, but a business model that aims to include the full picture of how products are sourced, made, and priced. Honest by is Bruno’s method of showing each detail to the consumer. For example you can learn the provenance of your cotton garment and you can even get a break down of retail mark up prices.
As astonishing as each showcase was at the 2013 London Fashion Week, the Estethica Showcase represents a new era of fashion. We can clearly see Bruno’s vision for the future with his accountable and traceable Honest by collection. What we can also foresee coming is the growth of creativity entering the Estethica Showcase.
The British Fashion Council founded the Estethica Showcase in 2006. The goal was to make a commitment to helping London’s fashion industry become sustainable and ethical. Six years later and the Estethica 2013 Showcase seized the moment and captured the hearts of many celebrities and viewers not just because of the remarkable designs but because the designs represent a global mission for a better world.
