Fashion just got greener

By Dinah S. Ventura
02/05/2008 c/o The Tribune

After 60 years in the business, fashion retail giant Cinderella knows just how important it is to do one’s part for the environment.

“The issue of global warming has been a major concern in the past five years. In general, concern for the environment has grown all over the world, involving not only the fashion industry,” explains Malou de Venecia, Cinderella’s director of marketing and communications.

The company, which began as the very lucrative hobby of its founder Florencia Guanzon, may well have pioneered environmental campaigns here in the philippines, starting with its “work with nature, not against it” campaign in 1991.

Such was the campaign’s success that Cinderella undertook another environmental pitch in 2005, dubbed “be true to your nature.”

Both campaigns aimed to “spread awareness to make fashion greener,” adds Mariel Santos, third generation Guanzon who is now actively involved in the family corporation as merchandising department head.

“Environmental awareness is a lifestyle,” asserts De Venecia. “people are more and more conscious about preserving the environment, keeping themselves in shape the natural way and being selective about the materials or fabrics they use.”

For its part, Cinderella believes “that it is possible to raise both fashion and environmental consciousness at the same time.” To do this, it has reincarnated its environmental campaign, this time as “work with nature,” in partnership with Bantay Kalikasan’s Save the La Mesa Watershed project.

An eco-friendly canvas bag is the initial result of this project, which “makes a clear statement of what we need to do right now.”

Needless to say, toting Cinderella’s limited edition “work with nature” shopping bag brings the customer a step closer to making fashion greener. The bag is being sold at all Cinderella stores for only P299 with any purchase – definitely an affordable way to contribute to the cause of fashion and environment! “from the beginning, we’ve always been about affordable fashion,” adds mariel.

Fashionistas need not worry – the functional bag is also quite stylishly designed. You can use it for any activity, from weekend picnics and traveling to shopping at the mall or even buying groceries from the supermarket. Of course, you can always tell your friendly Cinderella salesperson to use the bag for your purchases at the store rather than the usual non-biodegradable plastic bag. “this simple act can save our environment and can do save our future,” the Cinderella owners reiterate.

Part of the proceeds of the bag’s sales will be donated to Bantay Kalikasan.

Cinderella’s “work with nature” campaign in partnership with Bantay Kalikasan will be launched on Feb. 7 at Cinderella SM Megamall (second floor, building a) featuring a “Fashion + Nature” photo exhibit by Sara Black and Luis Espiritu.



Styling by Luis Espiritu

Photography by Sara Black

Make-up by Mickey See

Hair style by Janet de Rama of Propaganda

Special thanks to the La Mesa Eco Park (location)


Cinderella stores are located at SM Megamall, Glorietta 3, Alabang Town Center, SM North Edsa, Midtown (Robinson’s Ermita), Trinoma, SM Mall of Asia, SM Manila, SM South, Virramall, SM Fairview, Sta. Lucia East, Filinvest Mall, SM San Lazaro, SM Clark and SM Lipa.