London’s West End Highlights ‘Green Fashion’

London’s West End is highlighting the ‘green fashion’ dialogue in the run up to London Fashion Week as some of the world’s favourite high street shops turn their trash into fash – be it coat hanger jewellery, plastic bag bodices, paper headdresses or skirts crocheted from wrapping tape.

The designs are part of the first ever West End “Trash Fash” Shop Exhibition, unveiled to shoppers on 10 September at London College of Fashion and displayed in key flagship stores across the West End from 11-23 September.

The imaginative outfits have been fashioned by the shop’s star stylists in an eye-catching look made from each store’s recycled materials. Jace Tyrrell of New West End Company, says: “We challenged the world’s best shops to create a virtual exhibition across the West End featuring “fash” looks styled from their trash. The resulting creations are really striking – an inspiration to all of us to think how we can help the green agenda by recycling what we would ordinarily throw away.”

Shoppers are being invited to seek out the “Trash Fash” Shop Exhibition in stores throughout the three miles of style of Bond Street, Oxford Street and Regent Street from 11-23 September. Look out for the designs in shops including House of Fraser, John Lewis, Playboy, Austin Reed and Wedgwood. Recycle for London is also contributing the stunning haute couture ‘Trash Fash’ design – the first ever collaboration between the Jacques Azagury, one of London’s top dress designers, and Joseph Azagury, one of the capital’s most high profile shoe designers.

Daniel Wilson, Visual Merchandiser at John Lewis, says,

“Our West End ‘Trash Fash’ design represents a fusion of traditional and modern design, symbolic of John Lewis. Our ‘Trash Fash’ creation demonstrates both the beauty of change and the need for progression.”

Lisa Hagendorf, Director of Public Relations for Playboy, says,

“Celebrating the launch of its UK Flagship Store on Oxford Street, Playboy used recyclables to create a Bunny Costume – the first service uniform registered with the U.S. Patent and Trademark Office.”

Charlotte Essex, Visual Merchandiser at House of Fraser, says:

“Our designs for the costumes are based on influences of punk and nu rave. We created garments with strong dramatic shapes and vibrant colours - popular tweeds and woven fabrics gave us the idea to form the outfits from woven discarded posters and POS graphics etc. By adding old or used elements such as security tags, locks and keys along with tights, fabric and other paper waste we created accessories and head dresses to complete the outfits, demonstrating just what can be achieved by recycling.”

The route of the Trash Fash Shop Exhibition will be loaded up on to Newwestend.com on 10 September.