Luxury fashion grows scruples
US eco-luxury brand Viridis Luxe - which numbers renowned Aussies Nicole Kidman and Cate Blanchett among its devotees - is the creation of Los Angeles designers and entrepreneurs Hala Bahmet and Amadea West and will head to these shores in October this year.
Co-designer Hala Bahmet said the secret of the brand - featuring sweaters, tunic tops, figure- skirts, and wraps cream, charcoal, and black in its inaugural collection - was its reliance on hemp, a raw material that had many of the properties of cotton but none of the environmental drawbacks.
"If hemp replaced cotton globally, the increased fibre yield would free up an area of farmland the size of Florida, and reduce toxic pesticides by 94,000 tonnes," she said, adding the brand's blend of eco-principles, directional fashion and luxury suited it to the Australian market.
"Living in a sun-burnt country where something as simple as rain can be a rare commodity, nobody is more aware of how precious our natural resources are than the Australians. We think Australians will appreciate how committed Viridis Luxe is to creating sustainable, environmentally friendly clothing that is also beautiful, fashionable and luxurious. Our experience also shows that Australians are fashion forward in general and tend to think outside the box. Ths makes them inclined to pursue alternative products when given the opportunity."
Viridis Luxe has product lines in three signature fabrics; bamboo, silk hemp and cashmere hemp. Wholesale prices for the bamboo range start at US$34 ($A40) for a basic tee and go up to $US84 ($A100) for a dress, while the silk hemp line ranges between $US72 ($A86) and $US100 ($A119). The cashmere hemp range, meanwhile, starts at $US125 ($A149) for a long sleeve sweater and rises to $US350 ($A418) for a long sweater coat.
Viridis Luxe was researching agents in Australia and would seek distribution through department stores, independent boutiques, and specialist "green" stores, Bahmet said.
"Two shops in Sydney that have been recommended to us are Orson & Blake and The Corner Store," she said, adding the plan was to "start small" with an exclusive launch and expand to mass distribution within a year. Viridis Luxe's ambitions do not stop at the formation of a solid global fashion business however.
"We feel that fashion is a great medium for communicating ecological issues to a wide variety of people, some who may not be aware of the seriousness of the economic and environmental challenges that lie ahead. It's a gentle way to educate and build awareness among large numbers of people."