It’s possible that the larger environmental question will never fully seep into a business where beauty is a premium, youth is everything, and having a gigantic walk-in closet the size of two oversize bedrooms scores a huge editorial in a major women’s magazine (see the Kimora Lee Simmons’s spread in In Style’s September issue). Still, consumer demand alone suggests that eco-fashion as a trend is barreling toward the mainstream. “The fashion industry has shifted consciousness on all levels,” says Loudermilk. “The market testing tells us that consumers are responding and spending an extra dollar for something that is respectful to the Earth.”
Regardless of how many people who wear organic clothing actually appreciate the effort that went into it, and how many designers are capitalizing on a fad instead of a mindset, before long, eco-fashion will be able to boast of its mini-reformation simply by being pervasive enough to spread. It might not be the flat-ironed answer people want to hear, but nobody ever said fashion was about being fair.
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