The initiative debuted at New York Fashion Week Spring/Summer 2008 and expands this season with the addition of printing on post-consumer recycled paper.
“As a beauty and wellness brand, Aveda is inextricably tied to fashion,” said Dominique Conseil, president of Aveda. “The New York shows are a source of inspiration to the Aveda network, so it is extremely gratifying that we have been able to create a Fashion Week platform that embodies the Aveda mission so seamlessly. Aveda is an activist brand at heart, so we are thrilled to be a force of change in helping to reduce the carbon footprint of the Spring/Summer 2008 shows.”
Conseil continued, “The response to the program exceeded even our own expectations and we believe it has the potential to become a global movement in the world of fashion.”