Thank You AVEDA!
Columbia Riverkeeper is proud to once again have partnered with AVEDA for their annual Earth Month campaign. Salons, stylists, and clients from across Oregon and SW Washington have raised funds to support CRK's work to protect and restore the waters of the Columbia River. A special thank you to the Aveda Institute of Portland for putting on the Catwalk for Water fashion show last week in Portland.
Aveda Institute's Catwalk for Water Fashion Show benefits Columbia Riverkeeper
April 26, 12:17 PM · Chris Cone - Portland Fashion News Examiner
Photo: Eric Sellers
Last week I attended Aveda Institute's "Catwalk for Water" event. It was a follow-on to last year's "Walk for Water," a 4-miler around the Portland Waterfront. It's an important symbolic distance. Aveda's Ryan Loehndorf explains, "4 miles is the distance that women in developing countries on an average have to walk in order to retrieve clean water and bring it back to their families." Inspired by Aveda's socially & environmentally-based sourcing agreements, Catwalk was held in the Institute's Venue Pearl as a benefit for the Columbia Riverkeeper organization.
"This year. Loehndorf explains, "we decided to step it up a bit and allow the Aveda Institute Portland students and local Aveda network salons and spas to get involved in a fashion event. Our industry is fashion and what better way to bring it all together with our mission than to put on this type of event?" I wasn't sure what to expect in terms of fashion, and I was pleasantly surprised to see a playful format, kind of a Pearl District take on Junk to Funk, with looks constructed out of recycled soda & beer cans, styrofoam, fabric remnants... you name it. The four style segments were thematic, inspired by Lavender, Rose, Air and Wind. Lavender and Rose are two Aveda product ingredients that Aveda sources from a family in Bulgaria under fair trade principles. Employees reportedly earn six times the wages they did under the previous Communist Bulgarian regime, and the sourcing agreement has served as an impetus to keep the fields economically productive and employ sustainable land-use practices.
Photo: Eric Sellers
Next up was Air & Wind. Under their mantra "Beauty is as beauty does," Aveda purchases the electricity for their product manufactruing from Xcel Energy, a wind energy producer. Since 2006, the company has expanded it's wind energy offsets to include all of it's distribution, corporate business, and Institute activities in its home state of Minnesota.
Columbia Riverkeeper's Executive Director Brett VandenHeuvel had a good time along with everyone. "It was my first fashion show!!" he exclaimed. VandenHeuvel attended with Riverkeeper staff and several Board members, and spoke between sets, "[Riverkeeper has] been involved with Aveda for several years now," he says, "We appreciate Aveda's environmental stewardship, as shown by the natural and Earth-friendly products and large recycling program. Our work to protect the Columbia River and Aveda's work to avoid harmful chemicals seemed like a good fit."
Photo: Eric Sellers
The fashion show featured some very imaginative creations, and the packed crowd of clients, supporters and beneficiaries sported smiles all around. Students were clearly excited to see their work come to fruition, and the cheering, whistling and outbursts of applause were infectious. Brett Vandenheuvel could feel it too: "There was great energy and attitude. It was loud, upbeat, and playful. The show sold out. The crowd was very appreciative of the fashion and the environmental messages built into the show.." Numbers are still getting crunched on the benefit, but VandenHeuvel says "The funds raised from this event are very important for our continued work..."
Looking forward to next year....
For more info: Aveda Institute Portland, Columbia RIverkeeper
