Watch this: Positive Fashion

Models on British Fashion Council catwalk

This season's London Fashion Week has a positive message – literally, for those carrying the British Fashion Council's Positive Fashion badge.

The initiative is about ethics in all kinds of forms; officially it covers Sustainability: Origins & Ethics, Fairtrade & Environmental Health; Local Manufacturing & Craftsmanship; and Diversity & Industry Education: Communication, Equality & Model Health.

Many brands are showing off their credentials with the Positive Fashion logo displayed next to their designs, but there's a larger feeling of change across London Fashion Week this time.

In these new videos, the British Fashion Council has asked prominent members of the creative industries – designers Dame Vivienne Westwood and Christopher Raeburn, model Adwoa Aboah and Elle UK's Kenya Hunt – what Positive Fashion means to them.

Dame Vivienne's video is about SWITCH, the British Fashion Council's campaign to promote green energy in the fashion industry. Brands like Stella McCartney and Selfridges are already on board.

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