Selling Sustainability With Amber Valletta and Yoox.com-------
“It’s fashion-forward to buy better,” model-turned-mom-turned-model-again Amber Valletta reasons, providing perhaps the best tagline for her latest endeavor, Master & Muse. The eco-fashion initiative with Yooxygen (the environmentally aware arm of yoox.com) is aiming to gain a few converts with that credo as well as a carefully selected list of brands that Valletta found herself. “We sought out designers and brands that provide high-fashion luxury coupled with sustainability,” Valletta says of the range, which hits yoox.com tomorrow. She later explained that, like the duality evident in the relationship between a master and a muse, “style does not have to be at the expense of social responsibility. They are interdependent and interconnected.”
The two-hundred-piece collection includes core apparel and accessory designs from the likes of Vivienne Westwood, Good Society, and M Patmos. The selection plays with the contradictions Valletta sees in femininity. The Master, more rigorous and tailored, counterbalances the Muse, more poetic and eclectic. But no matter their divide, “it comes down to great design, sourcing and producing both ethically and sustainably,” Valletta maintains. “The brands we offer on Master & Muse are problem-solving through innovation,” she adds. She hopes the project will help inspire continued change throughout the fashion industry. Get a sneak peek at some Master & Muse wares from Mich Dulce, M Patmos, Guava, and Vivienne Westwood (below), as well as a Craig McDean-lensed campaign image (above), exclusively on Style.com.