The Brand: Eco Fashion Turns Mainstream | Arts.21

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30 years ago, Hessnatur realised that eco-fashion was the future. But until recently, its clothes were widely seen as a bit on the frumpy side. In order to revamp its image, it hired some high-profile designers such as Miguel Adrover.The strategy worked, with Hollywood star Cameron Diaz gracing the cover of US Vogue in a Hessnatur outfit. A German success story.

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