You Won’t Want To Miss Lily Cole’s New Fashion Pop-Up – Here’s Why
Following London Fashion Week, the city is buzzing with conversations around new trends and emerging designers. But one thing that’s becoming increasingly part of the industry conversation– and rightfully so – is fashion’s environmental impact. That’s why, just in time for Sustainable Fashion Week [20-29th September], Ecover is joining forces with supermodel and sustainability advocate Lily Cole for a pop-up in Shoreditch that’s all about reducing your carbon footprint when it comes to your laundry habits. Here are four reasons we’re looking forward to this new pop-up.
In Partnership With Ecover
1. Support a good cause
The event is part of Ecover’s Rewearing is Caring initiative which is designed to encourage people to rethink their laundry habits to reduce the environmental impact of overwashing. On a mission to make every wash less wasteful, Ecover has partnered with Lily Cole, to launch The Capsule Collection, a pop-up store hosted in partnership with Charity Super.Mkt. to celebrate their shared belief that sometimes the best wash is no wash.
“Washing clothes more mindfully (washing less often, at lower temperatures, and using less chemicals) and repairing clothes when needed, can reduce waste and extend the life of our garments, so clothes can become treasured long term,” says Cole.
2. Shop celebrity pre-loved fashion
You’ll walk away with some great fashion pieces. Guests can shop pre-loved fashion at the pop-up, with all proceeds going to Charity Super.Mkt, which works to promote more sustainable shopping habits. From vintage gems to contemporary classics, you can shop from an edit curated by Cole herself. “Making fashion more sustainable means rethinking not only how we produce clothing and what we buy, but also how we care for the clothes we own,” she says.
“Making fashion more sustainable means rethinking not only how we produce clothing and what we buy, but also how we care for the clothes we own.”
3. Listen to fashion experts
After you shop, stay on for a panel discussion featuring Cole, Andrea Cheong (author of Why Don’t I Have Anything To Wear? and host of the Fashion Our Future podcast) and Wayne Hemingway (Charity Super.Mkt CEO) – who will chat about making better fashion choices and thinking sustainability first.
If you’ve always wanted to learn how you can be more mindful about your wardrobe choices, this is the place to be. The conversation will be all about how everyone can make a real impact by washing less and re-wearing more, which works hand in hand to make your clothes last longer and help you reduce your carbon footprint.
4. Learn about sustainable habits
The campaign is supported by research from Ecover’s inaugural ‘Home ECOnomics Report’ that has been developed in partnership with Falmouth University. The report uncovers the extent of the UK’s harmful laundry habits following decades of misinformation, and you can hear more about this during the discussion that’s set to take place.
Also look forward to plenty of helpful tips and advice to help you lead a more sustainable lifestyle, such as washing clothes at lower temperatures and choosing more thoughtful yet effective cleaning options. Ecover’s revolutionary ReWear Chair, designed to air clothes and prevent unnecessary over-washing, will also be on show at the pop-up.
WHEN: 26th September
WHERE: 1 Kingsland Road, London E2 8AA