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

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."

 

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