By Ross Pollard – Emerging Fashion Designers Editor
We’ve often talked about sustainability and recycling here at Millionair, and we’ve also talked about how the public are part of fashion, it isn’t a bubble, so when the two meet we get interested, very interested. When an invite to the Absolut Vodka fashion show dropped into my inbox I was a bit surprised, but then I read on.
They took a quarter of a ton of rubbish from fashion week parties, back stage areas and local venues to create a runway that was used to highlight ethical labels such as Bottle Top, Elvis & Kresse and Apollonia Studios to show their collections to not just the fashion press but the public who were also invited to take a turn down the runway.
The event tied into launching Absolute Recycled, the new limited edition bottle from the drinks label, and as a junction of fashion, sustainability and brand development I can’t help but think its a really smart way to mix the three.
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