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LENZING™ ECOVERO™, one of the official brand sponsors of Mercedes-Benz Fashion Week Istanbul (MBFWI), carried out a very special project within this event. LENZING™ ECOVERO™ started its “Let the Nature's Colors Stay/Don’t lose the color of the nature” campaign to call attention to a nature-conscious production and sustainable life style. Aiming to combine the campaign with a strong design, the brand made a cooperation with the famous designer Mehtap Elaidi.
‘See now, Buy now’ supports ÇEKÜL Foundation
In her “MEHTAP ELAİDİ x LENZING™ ECOVERO™ Capsule Collection”, Mehtap Elaidi used fabrics containing LENZING™ ECOVERO™ viscose fibers produced with environmentally friendly methods. The collection was presented to the visitors on Thursday, October 10, 2019 at Seed, Sakıp Sabancı Museum. Inspired by Turkey's rare and endemic plants, Elaidi’nin ‘seasonless’ designs won recognition from the guests. The collection was introduced by dummies and the guests bought their favorite pieces through scanning the QR code on the label of the clothes. The guests appreciated it very much that some part of the collection's sales revenues was allocated for the trainings on natural and cultural heritage given by Bilgi Ağacı, the Training Department of ÇEKUL Foundation.
Miray Demirer Acar: We are making an environmentally conscious and sustainable production
Miray Demirer Acar, Lenzing Turkey & Middle East and Africa Marketing Communication & Branding Manager, gave information about “Don’t Let the Colors of Nature Disappear” campaign. “At Lenzing Group, we produce fibers under sustainable and environmentally responsible conditions. Our Lenzing ECOVERO™ Viscose fiber production meets the high and strict environmental standards, generating 50 percent less gas emissions and water consumption than generic viscose. Moreover, it is awarded the EU Ecolabel. We started a campaign named “Don’t Let the Colors of Nature Disappear” to call attention to the fact that viscose production can be done under cleaner conditions. Because we believe that a cleaner environment is possible when every individual behaves sensitive. Therefore we came together with Mehtap Elaidi. She supported our project, bringing fabrics to life with our LENZING™ ECOVERO™ viscose fibers. What makes this collection more impressive is that some part of its sales revenues will be used to offer trainings on natural and cultural heritage to the generations, who will be protecting these plants and flowers”, says Acar.
Mehtap Elaidi: This collection underlines sustainability in every sense
Mehtap Elaidi says she is happy to come together with LENZING™ ECOVERO™ for this special and meaningful collection: “With this collection, we underline sustainability as one of today's top agendas, drawing attention to environmental consciousness and many colors that are lost in the future by time”.
Fashion designs reflecting the nature's spirit
MEHTAP ELAİDİ x LENZING™ ECOVERO™ Capsule Collection is shaped by the patterns and colors of Turkey's rare and endemic plants. The colorful leaf patterns refer to the nature's wealth and fruitfulness while mustard, tile red and petrol blue shades reflect the spirit of autumn. The collection stands out with gatherings and drapes. The buttons covered with LENZING™ ECOVERO™ made fabrics bring a brand new form of style to the collection.
İstanbul’s rare and endemic plants are brought to light
ÇEKUL Foundation supported the campaign by creating contents on İstanbul’s rare and endemic plants as part of a brochure handed out to the guests. Plants such as İstanbul Kardeleni, Kum Belumotu, Sultan Pelemiri were included in this brochure, which refers to the book named İstanbul’s Natural Plants, photographed and written by Prof. Dr. Unal Akkemik.