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The Fru-Gal Challenge on Eco Age

Posted by Sadie P Oxfam Fashion blogger

24th Oct 2012

Livia Firth is a key player in the ethical fashion movement, working hard to promote ethical fashion worldwide whilst still keeping it glamorous. She has worked with Oxfam in the past as a member of The Circle (a group of influential women that work together to help other women out of poverty), as well as taking part in various Oxfam events such as the Oxfam Curiosity Shop. She has a website, a consultancy business and her own range of clothing which is decidedly chic. I'm in awe.


Her website, Eco-Age, is addressed to 'curious consumers' and acts as an ethical magazine, covering topics from fashion to food to ecology. It is home to the famous 'Green Carpet Challenge', where Livia Firth invites big fashion designers to help her in her quest to wear all-ethical outfits down the red carpet at film award ceremonies (she was originally challenged to do this by Lucy Siegle).


A more recent addition to the site is the 'Fru-Gal Challenge', a more accessible version of the Green Carpet Challenge. Here, bloggers, universities and members of the public are invited to create an ethical outfit for each day of the week and then send in a photo to show what they wore. The Fru-Gal challenge recently celebrated its 1st birthday, at which point it had showcased over 250 outfits, with plenty more to follow! It's great that so many people can get involved in the ethical fashion movement, and amazing to see how creative the outfits are! It just goes to show that you don't need to turn to the high street to have style.


Without further ado, here are my 4 favourites!

Left: Our very own Tanya Kalyan mixes a floaty ballerina skirt from the Oxfam Online Shop and a printed t-shirt from COW Vintage. Right: Meela wears a mixture of Rokit Vintage and charity shop items

Left: Our very own Teresa Collenette wears an ensemble sourced from Oxfam shops. Right: Emeline wears all hand-me-downs from her mum

Blog post written by Sadie P

Oxfam Fashion blogger

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Sadie P