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M&S teams up with Livia Firth to highlight sustainable fashion

By Vivian Hendriksz


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High street department store Marks & Spencer aims to lift the bar on sustainability through a new partnership with sustainable expert Livia Firth and her consultancy firm Eco-Age. The department store has tapped the eco-advocate, who is known for her promotation of sustainable fashion through initiatives like the Green Carpet Challenge, to curate a collection of sustainable fashion.

Working together closely with M&S's buying and design team, Firth selected a capsule wardrobe of eco-fashion from the department's store current autumn/winter '15 collection. The Livia Firth Edit Features 25 items from M&S, which are made from sustainably sourced wool, leather and suede from eco-tanneries, and cotton made according to the Better Cotton Initiative standards. Each item from her edit, which includes jeans, blouses, dresses and culottes, will feature a ticket with a explanation from Firth on why she selected it.

"I am so excited to finally be partnering with a high street retailer and it was very clear to us why it had to be M&S," said Livia. "I have very much admired the astonishing work that M&S has done over the years - seriously, transparently and with huge commitment throughout the whole company - in both environmental and social justice. On top of this, the M&S eye to quality in its garments and production cycles means this is not fast fashion. I have been an M&S customer for many years and I look forward to now telling the wonderful stories behind their clothes."

Prices for the edit range from 18 pounds for a pair of jeggings to 149 pounds for a waxed biker jacket. The Livia Firth Edit is slated to launch twice a year, during fall and spring and aims to eventually include men's wear, children's wear as well as home and beauty. The Edit will be unveiled in a dedicated area in 13 M&S stores across the UK on October 8 as well as online and the items will also be available to purchase in over 250 M&S stores.

"Livia and her team have the most incredible knowledge of the challenges of making fashion sustainable and it has been a mutually beneficial experience working with her to select this edit of her favourite pieces from our autumn ranges," added Patrick Bousquet-Chavanne, Executive Director Marketing at M&S. "This is a great partnership to bring to life the lengths we go to on all our products and the importance of integrity at the heart of our business."

Eco Age
Livia Firth
Marks & Spencer
Sustainable Fashion