The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
FoodBev Media
8 September 2008
Fashion Week embraces Evian eco efforts
Evian Natural Spring Water is the official bottled water of the Mercedes-Benz Fashion Week (5-12 September). Evian has a longstanding history of supporting the fashion community and now, in turn, the fashion community is championing the luxury natural spring water's efforts to become more environmentally friendly and globally beneficent.
To create a lasting visual impression, Evian has partnered with Viridis Luxe to create original wears for the 'Evian Girls'. The Evian Girls will be draped in chic two-toned dresses of 'Evian pink' and hot pink, with a plunging neckline held in place by braided straps that flow down the back. These gowns will be crafted from a combination of braided hemp satin and bamboo cotton.
"The Viridis Luxe mission is to design luxurious clothing for those who are making the choice to tread lightly on our planet while continuing to enjoy fashion, luxury and style," said Hala Bahmet, Creative Director of Viridis Luxe. "'The Evian Pink' dresses are the physical manifestation of my goal as a designer: elegant, chic and sustainable."
Because no great outfit is complete without a fabulous pair of shoes, designer Gracienne Myers created custom-designed high heels with exclusively designed fabric emblazoned with Evian labels for the Evian Girls.
These outfits, along with several other items, will be auctioned through <1>. The proceeds of this auction will go to the Evian Water Protection Institute, an organisation that maintains and restores wetlands around the world.
Protecting wetlands, which are natural catchment areas and natural freshwater resources, will naturally help replenish underground aquifers, filter water, reduce CO2 and help naturally protect against climatic events such as floods and erosion. Wetlands often also provide a source of economic development to local communities.
"At Evian, we believe that sustainability and luxury can go hand-in-hand and we are proud to further showcase our commitment to eco-friendly initiatives during Mercedes-Benz Fashion Week," said Jeff Caswell, Vice President of Marketing for Evian North America. "We hope to further inspire the fashion community to strive towards environmentally friendly activities that unite the two worlds together."