Vegan Chic

Style.com's New Earth-Friendly Shopping Guide.

"...a market for young
shoppers who are fashion forward and eco-conscious."

Vegetables and cheeses are not the only ones sporting "100% Organic" labels. The market for vegan-friendly, and often luxurious, fashion is increasing along with the sales of organic foods. Natural markets such as Whole Foods have continued to expand to serve the needs of health-conscious consumers, including the 4.8 million vegetarians in the United States. Supermarkets known more for low prices than healthy foods such as Wal-Mart and Publix have expanded their organic offerings in stores across the nation this year.

Food, houseware and clothing are all under the same roof at Organic Avenue, a shop in the Lower East Side and a market for young shoppers who are fashion forward and eco-conscious. Dresses, scarves and bags are made from organic cotton jersey, hemp and ahimsa peace silk, which does not harm silk worms during production. In New York City and beyond, the manufacturer and retailer American Apparel carries a Sustainable Edition line of organic basics for men, women and children in stores. On the luxury side, animal activist and designer Stella McCartney launched a vegan-friendly handbag line this year and plans to have an organic skin care line in stores by spring.

Designer Marc Bouwer teamed up with PETA, the world's largest animal rights organization, to produce a cruelty free fashion show on the first day of New York Fashion Week. Bouwer's pieces were created with faux fur and were based on "imitation." Paris Hilton, Angelia Jolie and Heidi Klum are fans of his animal-friendly designs.

The cruelty free movement may be getting its chic image from Hollywood. Movie stars arrive at red carpet events in fuel-efficient hybrid cars, and vegans such as Natalie Portman, Joaquin Phoenix and record producer Rick Rubin have garnered recent media attention. While the "go green" mentality may be a trend lead by celebrities, most critics agree that public awareness is a good thing.

Bouwer's faux striped chinchilla coat for Fall 2007. Photo: nymag.com