Ethical, sustainable, organic, fair trade, recycled are this season’s media buzzwords.

Even Britain’s daily the Mirror is getting in on the green fashion action. In their online edition in August, the Mirror featured emerging eco fashion brand A Lot to Say, describing their recycled PET plastic tees as looking “great,” “good for the environment and your skin,” and “positively toxin free.”

The following Autumn month, the British media granted/generated full coverage of ethical catwalk shows in fashion capitals London and Paris by the British media.

Paris celebrated the 7th edition of its annual Ethical Fashion Show. Held 25 to 28 September, the Ethical Fashion Show exhibited the work of international designers, and included a range of sustainable couture from organic cotton underwear to recycled film stock dresses.

Meanwhile, London held its first ever sustainable catwalk show. Presented by the British Fashion Council on September 17, the Sustainable Fashion Show took place as part of the city’s annual Fashion Week. Over 400 journalists, celebrities, designers, retailers and models, attended the show, supporting emerging and established designers such as Vivienne Westwood, Stella McCartney and People Tree.

Not only is ethical and sustainable fashion being promoted as the way to shop, but the UK’s ethical fashion industry is currently worth approximately £175 million, according to independent market researcher Mintel’s 2009 report.

“Real choice in styling and quality and truly fashionable design has been vital in the market’s development… [and] 61% of women feel it is important that a company acts ethically,” said Mintel researchers.

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