Be EcoChic
Be EcoChic

DALLAS, Aug 28, 2008 / FW/ — Though Madison Avenue had warned marketers that consumers have reached ‘eco-fatigue’ meaning, they are tired of reading and hearing about it, true environmentalists are continuing the campaign, the latest being Be EcoChic, a collaboration between The Sierra Club, top designers and celebrities to prove that environmentalism is fashionable.

As Fern Mallis of IMG said, “Being fashionable and environmentally-friendly are no longer mutually exclusive.” Eco-fashion is no longer a trend, as proven by ‘Mad Men’ eco-fatigue alert. Eco-fashion is now a new category; hence anticipate seeing more of it on the runway.

Fashion luminaries like Carmen Marc Valvo, Chado Ralph Rucci, Christian Cota, Del Forte, Donna Karan (DKNY), FORM, Red Carter, Vena Cava, former-Miss USA and model-actress Susie Castillo, environmentalist Jayni Chase, Animal Planet’s Jeff Corwin, performer Coltrane Curtis, Gossip Girl’s Tamara Feldman, supermodel Patti Hansen, actress Lauren Hutton, Ugly Betty’s Mark Indelicato, environmentalist Mary Richardson Kennedy, author Tom Kostigen, Desperate Housewives’ Joy Lauren, LipStick Jungle’s James Lesure, Red Hot & Green’s Carter Oosterhouse, This Might Hurt’s Alex Menenses, models (and daughters of Keith Richards) Alexandra & Theodora Richards, High School Musical’s Olesya Rulin, environmentalist Laura Turner Seydel, actress Dominique Swain, Law & Order: SVU’s Tamara Tunie, supermodel Alek Wek have joined the cause.

With The Sierra Club at the spearhead and supermodel Angela Lindvall as host, Be EcoChic kicks off New York Fashion Week on Thursday, Sep 4, 2008 at the Milstein Hall of Ocean Life at the American Museum of Natural History.

With the goal of redefining the runway in a universe that is going ‘green’, the EcoChic campaign brings eco-lifestyle mainstream by raising awareness of how making small, meaningful changes can have a positive impact on the environment. Being eco chic is not just about your wardrobe; it is also your state of mind.

The Be EcoChic campaign will employ a number of practices to ensure that the fashion show is eco-friendly, including neutralizing its carbon footprint through donations to

The Be EcoChic(TM) campaign is sponsored by AVEENO(R), Continental, the LYCRA(R) fiber brand, Mercedes-Benz USA and Neutrogena(R).