Eco-beauty brand Aveda helped further the cause of corporate environmental sustainability this Fashion Week by helping four of NYC's most talented and influential designers reduce the environmental impact of their runway shows. Conceived as an effort to raise the fashion industry's green conscience, Aveda hair stylists worked their earth-friendly hair mojo at Preen & Alexander Wang (Eugene Souleiman), and 3.1 Phillip Lim & Rodarte (Odile Gilbert).
The Spring 2009 fashion shows also coincided with Aveda's 30th Anniversary, which they are marking with their grassroots Aveda Caps Recycling Program. By using 100% recycled plastic caps, they reduce the amount of plastic caps littering the beaches and oceans, which in turn helps save marine life.
During Mercedes-Benz Fashion Week, Aveda enabled models, stylists, and designers to participate in the program by saying no to bottled water with liter-sized non-toxic aluminium SIGG water bottles featuring the tag line Kick the Cap Out of Oceans Plastic. This simple change eliminated up to 400 plastic water bottles backstage per show...meaning less pieces of plastic in the mouths of baby seals, penguins, and turtles.
- Lesley Scott
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