Being eco-friendly has never been more fashionable

More than 60% of items produced annually by the fashion industry end up on landfill within a year, but now the High Street is taking the lead in promoting eco-friendly fashions. Carolyn Moore looks at some of the brands —some even getting the green light from Beauty and the Beast star Emma Watson — which are aiming at sustainability.

WHEN Emma Watson undertook the international press tour for Beauty and the Beast, the star-turned-activist added an extra layer of difficulty to an already arduous task by accepting Eco Age’s Green Carpet Challenge.

Through the challenge, the organisation seeks to leverage the unparalleled promotional potential of the red carpet by persuading celebrities to go eco; raising awareness about issues surrounding sustainability in fashion and convincing some of the world’s biggest designers to reconsider their sustainability stance.