CAN ECO CLOTHES BE BEAUTIFUL? LIVIA FIRTH SAYS "YES"

Posted by Bethan Holt, Fashion Junior at Large

The traditional line to tow on eco fashion is that it is hippy-ish, frumpy and extremely unappealing to anyone who wants to look like they have one iota of style. I do think that's changed a lot of late; H&M's Conscious collection showed that you can do eco and stylish on a mass level while LFW's Estethica exhibition showcases lots of brands doing ethical design in a way that would appeal even to fashionistas who don't worry/ care about where their clothes come from.

Livia Firth in Beulah yesterday

Livia Firth is one of eco fashion's most prolific supporters; through her Green Carpet Challenge she has worked with major designers including Gucci, Prada and Tom Ford to create ethically conscious outfits for the premieres and awards ceremonies she attends with Mr Firth. She also heads up eco-age, an online hub for ethical fashion. Yesterday, Livia unveiled her curation for Yooxygen, the ethical arm of Yoox.com.

Some of Livia's picks for Yoox

 There are a few accessories which she has personally designed including a scarf and necklace which reference her favourite animal, the butterfly. There are feather trimmed cloche hats from the world's only fair trade certified milliner, Pachacuti. Livia has also designed her version of the LBD. "I looked at Audrey Hepburn and her little back dress. It looked cute in the day so I gave my design the option of bows on the shoulders. And then we did the leather belt so you can put it on and be a vixen for the evening". Livia has used factories she trusts in India, Germany, France and the UK to manufacture the designs.

Hat by Pachacuti

Then there are pieces from Livia's favourite labels, all of whom she has built up close personal relationships with over the years. "I hate trends and never look at them" she told me, "none of these pieces are about being trendy. It's about something that is so beautiful you can wear it for years". She's picked coats from Henrietta Ludgate and dresses from Beulah (a Duchess Kate favourite) as well as properly beautiful underwear from Sri Lankan brand Charini. My personal favourite is the clutch by Sofia Retro Bazaar, an Italian brand which uses vintage silks to make one-of-a-kind pieces.

Clutch by Sofia Retro Bazaar

Lingerie by Charini

Livia's motivations for her eco crusade are not just rooted in the usual green concerns. Her Italian roots have played a big role in how she think about clothes. "Italian women wear their clothes for years. They buy good quality pieces which will last" she explains. Livia Firth's buying philosophy is to "never buy anything unless you know you'll still wear it in ten years time". Her manifesto extends to how we see our clothes too. It shouldn't just be about how they look but also what you know about them; "I love the stories of clothes, I like to have a relationship with the story- where it's come from and how it's been made. And then you wear that story". It's a sobering thought for fast-fashion junkies.

Livia Firth's collection and ethical label selection will be available at Yoox.com in September