estethica_logoLONDON, Nov 12, 2009 / — The British Fashion Council has always been very serious about being eco-friendly. Three years ago, it founded Estethica to showcase the growing movement in London of cutting edge designers devoted to working in an eco sustainable way.

Sponsored by Monsoon since September 2007, Estethica, continues to grow in strength and from its first season of 13 designers is now a collection of 37. All Estethica designers adhere to at least one of the Estethica principles of fair-trade, organic and recycled and are selected for both their ethical credentials and design excellence.

Expanding its support Esthetica, the BFC announced yesterday the launch of the Eco Fashion Mentor Programme which will help designers to develop eco fashion businesses.

Six designer businesses (Ada Zanditon, Christopher Raeburn, Goodone, Minna, Nina Dolcetti and The North Circular) have been selected to receive 1:1 expert support from one of three industry mentors: Brand Consultants Susanne Tide-Frater, Yasmin Sewell and Buying Consultant Bev Malik.

Born in Nairobi, Bev Malik’s fashion sense has always come from clashing and taming different styles, culturally and sartorially. Her eye tunes in to styles that mix things up, drive them forward, and ultimately make sense of moods for a wearer’s ever-changing life. Growing up her first fashion crushes included Belgian designers but most significantly London fashion -her staple diet for the last two decades, and her home. Bev has worked as a Buyer for Harvey Nichols and Browns, and a Fashion and Buying Director for series of international concept boutiques.

Bev Malik commented, “I am delighted to contribute to delivering a 360-degree support to estethica’s mentoring scheme in its aim to evolve ethical fashion stars in London”.

Fashion Consultant Susanne Tide-Frater moved to London in 1996 from Paris, where she has built a strong reputation for strategy development, business expertise and trend forecasting in various companies, including Peclers Paris and the Institut Francais de la Mode. Now a Brand Consultant specialising in Fashion and Retail, her particular expertise is brand development. Susanne is currently Fashion Director for 19 Entertainment, her other clients include Hussein Chalayan, Harrods and Caramel.

Starting out at the age of 22 with her own boutique, Yasmin Cho [Sewell] was voted as one of the top 5 most influential boutiques in the world. Reputed for championing important brands of today such as Acne, Christopher Kane and Marios Schwab, retail bastions such as Liberty and Brown’s have drawn on her expertise to implement their very own reinvention. Recognised internationally for her work with fashion brands, multi-brand retail companies & fashion direction it was a natural progression to build her Creative Consultancy business in early 2008.

The three mentors will take an active part in brand development, offering advice and support throughout the season, as well as helping with editing and display at LFW and at the dedicated estethica press and buyers day. This initiative is supported by the London Development Agency and aims to increase opportunities for ethical designers competing in the mainstream.

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