CITYist

We’ve seen a lot of impressive things coming out of London Fashion Week this year, but perhaps one of the most impressive is the collaboration between yoox.com and The British Fashion Council. On their website, yoox.com has a department called YOOXYGEN, which since 2009 has been a place that features innovative, eco-friendly designers and products. This London Fashion Week, YOOXYGEN has showcased London’s Estethica designers on the site—all the more proof that environmentally sustainable materials and eco-friendly products are sweeping over London.

Designers like MAXJENNY, From Somewhere, Goodone and Henrietta Ludgate are all changing the way we look at environmentally sustainable materials. Adding to that is a short film available on the website, directed by Kathryn Ferguson and featuring model Audrey Marnay monochromatically prancing around, 1960’s style, in all the eco-friendly fashions.