House of Organic presented its own eco-friendly fashion show during New York’s fashion week. The Spring/Summer 2010 collections at the Green Shows featured organic fabrics, linen, hemp, cotton and wool in natural colors (plant dyed) with woven, embroidered and crocheted detailing, by designers like Johanna Hofring, Desiree Hammen, Anja Hynynen and Kaori Yamazaki. Make-up was minimal and hair was flowing, the models looked like ethereal wood nymphs. The pièce de résistance was a stunning raw ruffle dress by Kaori Yamazaki, which left the back bare.
Ekovaruhuset was founded by Swedish designer Johanna Hofring, who wanted to change the way we view organic clothing. Forget beige and frumpy: This is luxurious and beautiful. Hofring was very happy with this year’s show.
“We decided we wanted to show what we ourselves think is beautiful, nothing sexy and not a lot of make-up. And we did it! And it went surprisingly smooth.”
Ekovaruhuset, which can be found in Stockholm, Paris and New York, is currently expanding, looking for more designers as well as developing a franchise concept.
“It has been rough (because of the economy), but the last half year or so has been better,” Hofring says.,,,