Green glamour puts Berlin back on global fashion map

Fri Jul 8, 2011 1:57pm EDT
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By Kalina Oroschakoff

BERLIN (Reuters Life!) - "Green glamour" is returning Berlin's fashion week to the map of trend-setting capitals, just at a time when consumers are turning to all things eco-friendly.

Two major "green" shows are exhibiting at this week's Berlin fashion week that ends on Friday.

They have recently been bought by Frankfurt Fair, the world's leader in textile and textile-technology, sending strong signals for sustainable products in the fashion sector .

"Sustainability is not a short-term trend, but a great new paradigm," Frankfurt Fair Chief Executive Detlef Braun told Reuters, adding that it was a lifestyle, affecting everything from production to retail.

In the last couple of years, eco textiles and fashion "have experienced a great leap forward, entering the fashion capitals of the world," Braun added.

It's also good for business.

"Labels realize that they won't get around the issue anymore, especially as consumers are increasingly conscious of the sustainability of the products they buy," said Friederike von Wedel of Berlin's ESMOD international fashion institute.

"Berlin is becoming an ever more important location for green fashion with international labels coming to enter the European market," said von Wedel, who directs the world's first master programme on sustainable fashion.   Continued...

<p>A model presents a creation by Kilian Kerner at the Berlin Fashion Week Spring/Summer 2012 in Berlin, July 8, 2011. REUTERS/Tobias Schwarz</p>