I’m thinking you’re referring to ecouture, which is simply a name for clothing designs that take sustainability and awareness about environmental issues into account. It specifically refers to a company that makes such clothing, or to an Atlanta fashion show that showcases eco-friendly clothing to raise money for organ donation.
The idea behind this movement is that more consumers would buy green products if they had a bigger, more fashionable range to choose from, including some high-end options. There are plenty of consumers who do not see themselves as the “hippie” type, and don’t want the selection of products mostly targeted to this sector, but they are still passionate about buying eco-friendly.
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