Pure Pod – Fashfest 2013

[Ethical Fashion Forum]

Inspired by the women of the 1940’s, “Rosie the Riveter” and the dawn of female equality, Pure Pod’s runway show, for the inaugural Fashfest in the Australian capital of Canberra, was the darling of the crowd on night 2 of the 4 night event. 

Pure Pod is one of Australia’s pioneer ethical fashion and sustainable fashion labels. Pure Pod brings contemporary style to the organic and sustainable fashion markets.

The garments are Australian made, using high quality, eco-friendly and sustainable fabrics including bamboo, organic cotton, pure merino wool, lyocel, hemp, soy, silk and linen. Most of the textiles used are sustainable and are grown without chemicals and pesticides, and many are certified organic.

Bringing style and culture to a focus with an exciting mix of young, local and established talent and entrepreneurs, this year FASHFEST took place on 1st-4th May in Canberra, Australia, and showcased a range of designers, including PurePod.

The “Rosie the Riveter” collection, of timeless silhouettes, pops of colour & seamless integration of sustainable fabrics, created a stunning mainstream fashion line. The 40’s were a time when many women struggled on low budgets due to the war, recycling, mending, up-cycling, respecting & reusing became a normal way of life.  As a way to lure young women into the factories, advertisers showed women workers as glamorous & even fashionable, commonly known as the “Rosie the Riveter” phenomenon and possibly the dawn of the female revolution.    

 

Kelli Donovan, the creative designer & founder of Pure Pod said, ‘The ascetic of the collection is a modern take on the 40’s, a touch of the 50’s housewife, with an essence of work wear in the mix.  The textiles are a mix of beautiful and soft GOTS certified organic cotton yardage prints with retro designs, natural indigo dyed organic cotton & hand woven denim, pure merino wool knits & organic cotton knit blends, with all garments ethically made in Australia.  The colours are bold & bright, which was just what the era needed’

(Photography by Leighton Hutchinson)

For more information and to shop online visit Purepod's Website