Eco Friendly Fashion....

Green to a T ... the label Gorman is devoted to sustainable fashion.

As the world of fashion takes a reality check on the state of the planet, Natasha Silva-Jelly presents a guide to the best in eco-chic.

In the lightning-fast, churn-and-burn world of planet fashion, what's hot and what's not changes practically every nanosecond. However, in recent years, a trend has emerged that is built to last. As sustainability tightens its grip on all things fashionable, the industry is involved in a game of catch-up.

"Green is not a trend," says retail expert and founder of Country Road Steve Bennett. "Over the next 10 years, the focus will be even more on sustainability and the planet."

Certainly nowadays, the evidence green is the new black is everywhere. In Melbourne's recent fashion festival, there was an entire runway show devoted to "slow" fashion.

Maserati's "It" bag is made from recycled brochures.

On the international runways, globally renowned labels such as Stella McCartney are blazing a trail for eco-chic with a message that sustainability is the future, a mantra that's been adopted even by royalty.

Yes, the heir to the British throne, Prince Charles, is on a personal mission to stamp out landfill caused by synthetic materials and throwaway fast-fashion by reinvigorating the lust for a product that was once Britain's most important commodity: wool.

The plan is to create a new "green" woollen collection to be unveiled at the first ever "wool week", scheduled for September to coincide with London Fashion Week.

Creating clothes that last and have less environmental impact is also high on the priority list for a growing list of local designers - including Gorman, New Zealander Kate Sylvester, Fleur Wood and Arabella Ramsay - who know the key to survival is via the implementation of sustainable business practices and enviro-friendly products. This is especially so in the post-GFC climate and when you consider the facts: new clothing purchases make up 14 per cent of our eco-footprint; it takes 2000 litres of water to make one cotton T-shirt; and we blow more than $1300 a year on items we never use or wear, according to the Australian Conservation Foundation. So to help you enter the green new world and in honour of April being Earth Month, here is the most up-to-date eco-chic shopping guide you'll find anywhere.

GORMAN

Credit must go where credit is due and the name that instantly springs to mind for eco-chic is Gorman. Globally praised for her devotion to forging a totally sustainable business and fashion-forward clothing label, Lisa Gorman is a true pioneer in the green movement in Australia. The Gorman organic collection, which uses organic-certified yarns and recycled fibres, accounts for 20 per cent of the range, though the eco-ethos runs much deeper - garment packaging has been reduced by 90 per cent, shopping bags are made from 100 per cent recycled paper and if a customer refuses one, the bag's value is donated to Friends of the Earth; $5 from every green and serene T-shirt also goes to the organisation. As a promoter of pedal power, a one-off Gorman bicycle is set to be designed and sold in store.gorman.ws.

STELLA McCARTNEY

Leading the charge at the height of high fashion is eco-crusader Stella McCartney.

A long-time vegetarian, environmentalist and animal rights activist, McCartney is well known for her stance on sustainability and has vowed to incorporate organic products as widely as she can. She does not touch fur and pays 70 per cent more to have her handbags made without leather.

McCartney is also the creator of a sporty collection for adidas, where the same green ethos is applied. Stella McCartney designs are available from robbyingham.com.au.

ELSOM

Another respected name on the green landscape is Sydney designer Sam Elsom, whose eponymous label Elsom creates high-quality directional fashion for men and women, using age-old hand-tailoring techniques and sustainable fabrics. A supporter of organic farming and the push towards organic textiles, Elsom works alongside sustainable farmers in India to source organic cotton. elsom.com.au.

BASSIKE

Bassike has built a global brand on its use of organic fabrics (including Australian-made jersey) and local manufacturing.

The luxe basics brand, which sells on net-a-porter.com, is set to stage a sustainable show at the upcoming Australian Fashion Week.

Aveda will be doing the hair, organic food will be on offer backstage and plastic bottles, fur and leather will be banned.

Bassike's aim is to create a completely carbon-neutral business.bassike.com.

JIGSAW

When quizzed, many of our chain stores weren't able to provide evidence of a green philosophy, so it's good to see at least one is doing something.

In Jigsaw stores now is a chic jewellery collection produced by Kenyan artisans, which supports fair trade practices and is made from sustainable materials. jigsaw-aust.com.au.

DIESEL

Even your trusty denim jeans have been caught up in the sustainability act.

Armani was the first to create an eco-friendly jean and now Diesel has produced Keever. Made from cotton paper denim using the ancient Chinese technique of crafting paper, each pair is made from 65 per cent cotton, 35 per cent paper and organic indigo dye. $669, diesel.com.

ECOFASHIONISTA.COM.AU

You can now find a lot of eco-friendly brands in one place.

This chic online boutique stocks a mixture of sustainable fashion items, shoe labels and accessory brands such as Skin and Threads, Ciel and Good Society Organic Denim. Click with your conscience clear. ecofashionista.com.au.

E.C.O. (Environmentally Conscious Optics)

As their name suggests, these cool designer-esque shades tick all the right boxes when it comes to green. Made from 100 per cent plant-based renewable materials, the frame is derived from plant oil instead of petroleum. Also, $5 from every sale is donated to SurfAid. (03) 5261 6660.

MASERATI

Introducing the "It" bag made from brochures that have been recycled. Instead of tossing out several pallets of its old brochures, luxury car maker Maserati handed them over to Momaboma and the result was a chic eco-bag, $595, Ferrari Maserati Sydney, (02) 8577 8105.

THE REUSABLE BAG

Considering that 500 billion plastic bags are used worldwide each year (which is enough to fill 10,000 Olympic-sized swimming pools), accepting one at a store these days is a serious social no-no. In a bid to change mindsets, Target and Officeworks charge for theirs. Moving on from the style-free green Woolies bag are brands such as SAKitToMe by Envirotrend, Envirosax and Fizbag, which have created fabulous reusable shopping bags from recycled products and materials like bamboo. envirotrend.com.au; envirosax.com; fizbag.com.

ECO BEAUTY

It's not just fashion getting its green on. After identifying organic and natural products as its fastest-growing area, Mecca Cosmetica founder Jo Horgan flew into action. Last year, Horgan assembled a panel of green and retail experts, including eco-warrior Craig Kimberley and retail consultant Steve Bennett, to discuss the green movement and encourage change. "Wellness is the holy grail of our times and the shift towards more natural cosmetics is being driven by consumers who want quality and effective products; a natural claim is no longer enough," Horgan says. Putting its money where its mouth is, Mecca has added to its line-up brands with a solid eco/natural philsophy such as Ren and Nude Advanced Probiotic Skincare, from the founder of Fresh and Wild organic food emporiums in Britain. As part of Mecca's commitment to wellness, Horgan will educate staff beyond products and enlist the skills of dietitians and naturopaths in-store.