Collective Thinking Puts Starfish On The Catwalk
Media Release
Wednesday 17 August, 2011
Collective Thinking Puts Starfish On The Catwalk
The first
fashion label to win a New Zealand Sustainable Business
Award, Starfish has always aimed for the stars with its
ethical business practices. For this month’s New Zealand
Fashion Week, Starfish Director and Head Designer, Laurie
Foon, has joined forces with a clique of like-minded,
environmentally conscious organisations to bring her show to
the catwalk.
Wellington’s celebrated eco-fashion
label continues on a stellar trajectory with Lunatopia, its
Autumn/Winter 2012 collection. Lunatopia is inspired by the
rock and roll revolutionaries, style icons and shooting
stars who have changed their world by daring to dream big.
This aspirational theme carries right through to securing a
range of sponsorship partners who share Foon’s dream of
sustainable business.
“Two voices speak louder than
one,” says Laurie Foon. “We’ve learned that the more
we share our experiences, the stronger we contribute to
raising awareness and action. Together, we believe we can
co-create conscious consumer choices in the daily lives of
our customers.”
Starfish are proud to be
sustainability leaders in the local fashion industry,
promoting ethical choices through their clothes, stores,
communications, everyday practices and participation in
industry initiatives. All Starfish garments are entirely and
proudly made in New Zealand. It should come as no surprise
then, that when it comes to seeking sponsorship partners,
Starfish’s motivation is more than just financial.
“The partners we seek are innovative thinkers that
have similar ethical values to ourselves,” says Foon.
“Our partners celebrate with us and contribute in their
own way. We all understand that being sustainable, or
producing with an ethical focus, is fundamental to doing
business in the future.”
Starfish’s mindfully
selected major partners for New Zealand Fashion Week 2011
are, The Body Shop, Electrolux, Powershop and Project
Crimson.
The Body Shop will be using its brand new
Extra Virgin Minerals make-up, made with 100% mineral
pigments and 100% Community Fair Trade cold pressed extra
virgin olive oil, to create a fresh and flawless complexion
on the Starfish models.
The Body Shop founder, Dame
Anita Roddick, who pioneered a socially and environmentally
responsible approach to business, had a profound influence
on Laurie Foon as a young woman.
“Laurie reminds me
of Anita in some ways,” says Barrie Thomas, Director of
The Body Shop New Zealand. “She’s visionary,
extraordinarily creative, and isn’t afraid to do the
opposite of what everyone else is doing, if it means doing
it the right way.”
“I’m still in complete awe
that Starfish and The Body Shop are working together to
build a strong partnership,” exclaims Foon. “It is
really befitting that The Body Shop will be providing our
make-up look at New Zealand Fashion Week, and that together
we can show people that you can still have great style while
making ethical choices.”
Electrolux has actively
engaged with Starfish through its colourful and compelling
Vac from the Sea campaign. To raise public awareness about
the plastic waste that fills our oceans, while sustainable
recycled plastic remains in short supply, Electrolux gathers
plastic debris from vulnerable marine habitats and produces
limited edition vacuums out of it.
Laurie Foon and
her team will be designing a Vac from the Sea cover, as well
as distinctive pieces of jewellery, using recycled plastic
and Electrolux technologies.
“When looking at
Starfish, we saw so many things in common,” says
Electrolux Green Ambassador for Asia Pacific, Julian
Huitfeldt, “From the way recycled materials and zero
toxicity print is used in their manufacturing, to the
brilliant and innovative designs. As we are both talking to
the same customer, Electrolux is proud to have the
opportunity to work together with Starfish to promote
responsible and sustainable product
choices.”
Powershop is actively tracking the power
usage of the Starfish show at New Zealand Fashion Week in
order to offset the carbon consumed. For Starfish, this
partnership is about supporting an innovative business that
is empowering people to manage and reduce their electricity
usage.
Carbon emissions generated from the electricity
used in the production of the Starfish show will be
calculated using a New Zealand Government approved formula.
Powershop will then purchase a Gold Standard carbon offset
for Starfish, certifying that the emission reduction has
occurred and the carbon offset has been retired.
Project Crimson has teamed up with Starfish for the
third time to create a limited edition fundraising t-shirt
for summer. All profits from their sale will go towards
protecting and restoring Pohutukawa and Rata trees in New
Zealand.
“This year we’ve added a special touch by
inviting New Zealand renowned artist, Shona Moller, to join
the partnership,” says Laurie Foon. Titled Pride, these
distinctive, New Zealand made t-shirts will be launched
immediately following the Starfish show.
Starfish
presents Lunatopia at New Zealand Fashion Week on Tuesday 30
August, 5pm in Shed 2 of Auckland’s new Viaduct Events
Centre
Starfish will also participate in the Merino
Show on Friday 2 September, 1pm in the Westpac
Shed.
“We are all in the gutter, but some of us
are looking at the stars” – Oscar
Wilde
ends