Clean cut debut

Mercedes-Benz Fashion Week Australia (MBFWA) 2014 is about to unveil a national first.

MBFWA 14, which kicks off this Sunday, will debut the first ever Australian 'green' runway next week in collaboration with sustainable fashion advocacy group, Clean Cut.

The Clean Cut initiative is scheduled for Thursday, April 10 and will launch via an intimate show and media event featuring a mix of international and local sustainable fashion brands.

Labels confirmed to participate in the event to date include: Kowtow (NZ ), Desert Designs (Sydney), Rachel Cassar ( Sydney), Lalesso ( Kenya), Goodone (UK) Social Studio (Melbourne) , Bhalo (Perth) and Ovna Ovich.

Clean Cut is headed by four of Australia’s leading sustainable fashion advocates and dedicated to spearheading ethical and ecological practices in the Australian fashion Industry.

The group is working with IMG Fashion through MBFWA to bring a more sustainable focus to the event.

Clean Cut is also offering consulting services to the industry to provide practical support and advice on how to ‘green up’ business practices as well as offering an online sustainable fashion guide.

Commenting on the tie-up, IMG Fashion director Elle Turner said the show is set to challenge the existing preconceptions about ‘green’ fashion and expose attendees to the quality of today’s up and coming sustainable designers.

“IMG Fashion, through Mercedes- Benz Fashion Week Australia is excited to work with Clean Cut to put the spotlight on Australian designers who are creating and manufacturing sustainable collections. It’s a great program we are proud to support.”

Clean Cut managing director Carlie Ballard added that the show is an important step in increasing awareness of sustainable fashion practices and the brands and retailers which are already paving the way.

“The launch of Clean Cut will bring a greater ethical influence to the fashion industry at a national level. Equally, we are working at becoming a trusted resource for consumers who want information on what labels are doing and make more informed fashion choices through our soon to be launched Style Guide Directory.”

in collaboration with sustainable fashion advocacy group, Clean Cut.