The Prince of Wales champions positive fashion

HRH The Prince of Wales teamed up with the British Fashion Council today to champion British designers who are contributing to a ‘positive’ fashion industry.

His Royal Highness met with the British Fashion Council’s chief executive Caroline Rush and Yoox Net-A-Porter Group chief executive Federico Marchetti at the retailer’s Tech hub where he was given insight into how artificial intelligence will be used to create a unique, personalised prototype homepage.

He also visited the newly opened White City House, where he met with designers Bethany Williams, Mother of Pearl and Teatum Jones discussing material innovation, the circular economy, craftsmanship and community, the British Fashion Council said in a statement.

The visit was part of the British Fashion Council’s Positive Fashion initiative, a platform designed to use the power of collective influence to gather thought leadership, celebrate industry best practice and encourage future business decisions to create positive change.

Rush, said in a press release: “The Prince of Wales and The Duchess of Cornwall have long been supporters of sustainability, wool and local manufacturing. We are honoured that his interest in our Positive Fashion initiative shines a light on the great work being done by individuals and businesses in fashion.

“The visit to YNAP was a great example of how London leads in e-commerce and how those businesses are not only shaping our industry, but also our local communities.”

The Prince of Wales has previously supported the work of the British Fashion Council by hosting the launch of London Collections: Men at St James's Palace in June 2012. His Royal Highness also founded the Campaign for Wool to encourage ecologically responsible fashion which prioritises natural fibres and has a low carbon footprint.

Images: courtesy of The British Fashion Council by Darren Gerrish