“virtual clothes swap” adds green tinge to london fashion week
A free web contest inviting people to swap clothes over the Internet will add a distinctly green hue to this year’s London Fashion Week.
Called ‘Recycling Runway’, and powered by the interactive media platform, Amuso.com, the virtual clothes swap is encouraging environmentally-conscious fashion followers to trade unwanted clothes.
Since its creation last year, a clothes swapping – or “swishing” – craze has been sweeping the nation and is being hailed as fashion’s contribution to saving the environment.
London Fashion Week, in association with the celebrity-studded eco-initiative GlobalCool.org, have enlisted the services of web company Amuso.com and Britain’s popular social media network, bebo.com to create a “virtual swish”.
UK fashionistas are being invited to upload photos of themselves in outfits they would like to trade. The competition is free to enter. Anyone can log on and cast their vote on what they believe are the most ’swishable’ outfits. The highest rated entry wins a trip to London and tickets to the official London Fashion Week Swish – a real-life clothes swapping event – and VIP Party.
The ‘virtual swish’ can be explored at: http://www.bebo.com/recyclingrunway
“Being green and being fashionable do not have to be mutually exclusive,” said Amuso co-founder, Barak Rabinowitz. “In the UK alone, over one million tonnes of clothing ends up in landfill every year. Swishing is the environmental alternative to shopping. We’ve taken the concept of the swish and put it online.”
Sarah Gavin, Global Director of Communications, AOL People Networks, Bebo said: “Amuso’s ‘virtual swish’ is proving a great way to get the fashion conscious Bebo audience involved in something that not only plays into their desire for self expression, but their passion for the environment. We are looking forward to many creative and catwalk worthy entries.”
The Recycling Runway project is being supported by Global Cool’s raft of high profile eco-celebrities including Sienna Miller, Orlando Bloom, KT Tunstall, Stephen Fry and Tony Blair.
Prizes for the winning swishers include an all-expenses paid trip to London for the Fashion Week swishing event.
Entries for the Recycling Runway virtual clothes swap competition close February 13. Online voting for the most ’swishable’ outfits ends February 16. The London Fashion Week Swish Party will take place on February 22.
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