AVEDA PRESENTS THE FIRST “ECOTURE” COLLECTION BY DEBORAH MILNER

Rome, 10 July, 06 – The London-based designer, Deborah Milner, will present her first “ecoture” collection at Rome’s High Fashion week.

With her 11 creations, Deborah Milner proposes a new way of interpreting high fashion: ecoture. Deeply inspired by the philosophy of Aveda, the cosmetic company whose mission is to safeguard the environment, Deborah is on a quest to give high fashion an eco-friendly makeover.

This collection is the result of the designer’s commitment to research involving the safeguarding of the environment and the development of eco-sustainable business. Lace made from recycled plastic, decorations crafted with sandalwood in collaboration with the Aboriginal communities of Eastern Australia and embroidery which photographically reproduces the costumes of the Brazilian Yawanawa tribe, give concrete form to Deborah’s studies and research work in the shape of a true haute couture collection. These garments bear witness to the journey undertaken by the designer and each single creation tells a different story: from her collaboration with the indigenous populations of the entire world to her dyes made from organic substances, from the most diverse sources of inspiration to eco-friendly fabrics processed according to innovative techniques.

As far as both Aveda and Deborah Milner are concerned, the real challenge is to bring sustainability to the fashion world by showing that it is possible to create high quality garments using only natural, recyclable substances.


AVEDA
Aveda was founded in Minneapolis, in 1978, by Horst Rechelbacher whose underlying philosophy is based on the close relationship between health, beauty and wellbeing. The roots of the company lie in “ “eco-nomics”, i.e. the awareness that it is possible to make profits without damaging either people or the environment. Aveda manufacturers hair care, skin care, cosmetics and other beauty products made exclusively from natural ingredients. Aveda products can be purchased in over 8,000 Aveda Salons and Spas.

'Our mission at Aveda is to care for the worlds we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the worlds of beauty, but around the world.'

Horst Rechelbacher, Founder