The three mentors will take an part in brand development, offering advice and support throughout the season, as well as helping with editing and display at LFW and at the estethica press and buyers day. This initiative is supported by the London Development Agency and aims to increase opportunities for ethical designers competing in the mainstream. The designers selected include Ada Zanditon, Christopher Raeburn, Goodone, Minna, Nina Dolcetti and The North Circular.
The British Fashion Council founded estethica, sponsored by Monsoon, four years ago to showcase the growing movement of cutting edge designers committed to working eco sustainably. All estethica designers follow at least one of the principles of fair-trade, organic and recycled and are selected for both their ethical credentials and design excellence. It is co-curated by Anna Orsini, Head of UK and International Markets at the British Fashion Council, Orsola de Castro and Filippo Ricci of the label 'From Somewhere'.
estethica sponsor Monsoon is a founder member of the Ethical Trading Initiative and the importance of fair-trade and ethical fashion has been integral to its business heritage. The retail fashion company has sponsored estethica for six consecutive seasons and has sponsored the estethica guide since September 2007.