On 4 September 2010, European Swimwear label Maryan Mehlhorn collaborated with the Italian textile giant Eurojersey, to host the most spectacular fashion show at the Interfilière Exhibition in Paris. Although the two brands have a great history this latest collaboration was developed to support a shared objective – to save the Atlantic Rainforest.
The show used models and dancers to create a high energy atmosphere, bolstered by vibrant imagery and sounds from the Atlantic Rainforest which was greeted by rapturous applause.
In 2009, Eurojersey entered into a five year agreement with UK conservation charity, World Land Trust to help protect and preserve last remnants of the severely threatened Atlantic Rainforests of Misiones, Argentina.
A metre of fabric for a metre of forest
Eurojersey produces patented warp knit fabrics (Sensitive®) for major lingerie, fashion and swimwear brands such as Victoria’s Secret, La Perla and Dolce & Gabbana - and pledged to save at least one metre of critically endangered Atlantic Rainforest for every metre of Sensitive® fabric sold.
Eurojersey has since recruited other customers to the cause who have agreed to save an additional metre of Atlantic Rainforest for every item sold. Maryan Mehlhorn was first to embrace the concept, which is expected to create a snowball effect throughout the textile industry when other Eurojersey clients join the crusade.
World Land Trust has worked to raise awareness of the Atlantic Rainforest as only 7 per cent remains and 20 per cent of this lies within the northern Misiones region of Argentina.
The project has attracted corporate support from other impressive names that have all helped fund land purchase in the area. These include The Body Shop, Stella Artois and Price Waterhouse Cooper. The Body Shop showed their support for the fashion show initiative by including some of their new Rainforest Hair Care Range in the goody bags.
Full press release: http://www.worldlandtrust.org/documents/maryan-mehlorn-show.pdf (29KB) (opens in new window)
Note: this page was refreshed on 24 November 2014