AQUAPAX, the iconic blue eco-chic mineral water in a paper carton has for the second year aligned with EcoLuxe London, the ethical luxury fashion showcase, which opens in London over the 20th and 21st February 2011.

With double the amount of designers than last year, this bi-annual event coincides with London Fashion Week and is a perfect showcase for AQUAPAX eco-chic credentials.

The fashions on show have been created by a group of ethical designers and EcoLuxe London promotes high end, environmentally friendly fashion designers and brands, which is where AQUAPAX fits so perfectly.

With over 25 designers from ethical fashion to recycled jewellery and fair trade accessories, EcoLuxe London is also launching the ‘The Textile and Apparel Apprenticeship Programme in London’. The Centre for Sustainable Fashion has 5 stands to showcase their up and coming designers and professional hair and skin care brand Aveda has a pampering station running at the EcoLuxe London event.

Held at London’s No1 Aldwych Hotel, opposite London Fashion Week at Somerset House, EcoLuxe London is open to press and fashion buyers looking for high quality, luxury and exclusive brands with a conscience.

Ed Vaizey, Minister for Culture, Communications and the Creative Industries will be in attendance at this year’s showcase, where the Deputy Prime Minister’s wife Miriam Gonzalez officially opened last year’s event.

Commenting on this year’s EcoLuxe London Miriam Gonzalez says
“EcoLuxe London is a great example of how fashion can be stunning, and yet sustainable. It offers consumers a choice in which creativity and style are not incompatible with environmental and social responsibility. It has been an honour to support EcoLuxe London and I wish them most success.”

Neil Tomlinson, founder of AQUAPAX says “AQUAPAX shares the philosophy of the designers involved in EcoLuxe London, whereby we’ve created a beautiful and environmentally conscious mineral water product in an ethical manner, balancing our entire company carbon emissions to allow guilt free enjoyment of our wonderfully pure product.”

“Just as the brands on show are 100% ethical, with an overriding responsibility to green issues, so many embrace recycled content and encourage recycling post-use. This fits perfectly with AQUAPAX, where we actively encourage customers to re-fill their empty cartons and to recycle them at the end of their useful life.”

Over 25 ethical designers and brands will be showing at EcoLuxe London this February including; By Stamo (womenswear), Elena Garcia (womenswear), Elena Antoniades (eveningwear), Chocolate Couture (jewellery), Alexandra Abraham (jewellery), Leblas (jewellery), Out Of Peru (jewellery), Outsider (casualwear), Nyonyo and Yayra (casualwear), Hemyca (tailored separates), Boutique Etique (tailored casualwear), Marco Tripoli (casualwear for men and women and accessories), Lowie Knitwear (women’s casualwear), Kiss Me Deadly (lingerie), Fashion Conscience presenting Fair + True (casualswear), Velda Lauder (lingerie), Jose Hendo (upcycled eveningwear), Debbi Little (eveningwear), Ilya Fisher (accessories), Ute Decker (fair trade jewellery), Linnie Mclarty (fair trade jewellery), Josy Flo (accessories), Eloise Grey (outerwear), White Tent London (outerwear), Sanuykta (bridal accessories), Tammam (bridal).

The Centre for Sustainable Fashion supports up and coming designers through the London Style project; a programme of business workshops and mentoring part financed by the European Union’s European Regional Development Fund. Says The Centre for Sustainable Fashion about EcoLuxe London; “More and more emerging designers are exploring the concept of sustainable luxury, creating businesses that are driven by cutting edge design and responsible practice. Ecoluxe London is a great forum in which to showcase their efforts”

EcoLuxe London is a biannual green event promoting leading ethical luxury brands and designers. From this year’s showcase held at No.1 Aldwych, voted ‘Green Hotel of the Year’ 2009, to the bust forms used to display the merchandise being 95% eco-friendly and even the signage made from 100% recycled paper.

“And if all the walking around London Fashion Week makes you thirsty, there are a number of Tesco and Waitrose stores conveniently located around town where you can re-hydrate with a chilled AQUAPAX” says Neil.