ecoStyle Award Nominees (pictures from left to right) Knoll Chair, Terra Plana Boots, Creation Jurlique Beauty Products and Dato’ Dr. Ken Yeang.

The international launch of ecoStyle at Mercedes-Benz Fashion Week in Los Angeles has firmly positioned Malaysia on the global style calendar. With the support of some leading celebrities, NYC Inc and IMG Fashion – the world’s global leader in the management and production of international fashion weeks and designer fashion events – presented Malaysia’s own ecoStyle initiative to a captive international audience.

A multi-faceted lifestyle event, ecoStyle is designed to focus attention on the importance of ecological and environmental sustainability through design and style. Set to be staged in Kuala Lumpur, it will be the world’s first dedicated event focusing on sustainable fashion and design with a mandate to educate the industry and consumers on achievable ways of adjusting their lifestyle for the benefit of the planet. Its primary objective is to demonstrate how design can positively impact environmental sustainability.

ecoStyle will attract some of the world’s leading designers to Malaysia where they will showcase their eco-conscious and sustainable fashion and design innovations. With a focus on style, this event promotes industry interaction and will comprise of spectacular launch staged in Kuala Lumpur and the international media launch held at Mercedes-Benz Fashion Week in Los Angeles and a gala fundraiser to be held in Kuala Lumpur.

Malaysian Counsel General, Mr Ahmad Anwar Adnan was present at the Los Angeles launch. He was pleased towards awareness ecology, eco-friendly living, the concept initiated by ecoStyle primarly to raise awareness of the people around the world of the factors contributing to climate change. Malaysia’s position on these issues is widely acknowledged and from the beginning steps taken to preserve the environment with efforts in developed countries.

International supermodel, Angela Lindvall, was on hand in Los Angeles to offer her support by accepting an ecoDiary. Ms Lindvall, who has starred in international advertising campaigns for Chanel, Gucci, Halston, Jil Sander, Missoni, Miu Miu , Prada , and Valentino, and graced the covers of international magazines including Italian Vogue and Elle, W, Dazed and Confused, Italian Marie Claire, Australian, British and American Vogue, will complete the diary by documenting some of the measures she has taken within a week-long period, to contribute to environmental sustainability.

The ecoDiary may act as a scrapbook, sketch book, or journal and will document some of the measures - small or big - that will illustrate to consumers how they can make a small change in our daily lives for the benefit of the future of the planet. The ecoDiary may include journal entries, photos, sketches, doodles, artwork, collages – anything that can be used to convey the enviro-friendly message – and will be used to provide unique and newsworthy content to coincide with the event.

As the rising consumption in Asia’s developing countries is fast becoming one of the largest factors contributing to the acceleration of climate change, a voice in Asia is urgently needed. ecoStyle has specifically asked for the voice of these inspiration style icons as people around the world will listen to what they have to say. ecoStyle will encourage consumers to take on board those steps that the ecoWarriors have made, as noted in their ecoDiary, to change the way they live to help save the planet. By participating in the ecoDiary initiative these ecoWarriors will be making a huge difference for tomorrow.

To date ecoStyle has enrolled the voices of Angela Lindvall, Carolyn Murphy, Denise Keller, Erin Wasson, Jamie Durie, Lauren Hutton, Lina Teoh and Shalom Harlow.

At the forefront of promoting a stylish change for the future, Malaysia will again take centre stage when it hosts the inaugural ecoStyle Fundraising Gala in Kuala Lumpur on 9 December 2007.

ecoStyle is joinly organize by IMG FASHION Asia Pacific and NYC Inc.