I’m sure it hasn’t escaped anyone’s notice that the in thing nowadays is to brand your label “eco-friendly” or “ethical”; but only a small number of companies can actually back up their claims.  Beautiful Soul not only can, but they are one of the front runners in true eco-friendly fashion.

The luxury womenswear label was founded and designed by Nicola Woods, who started out her early working life as a designer for a South African charity ‘Tabeisa’.  Her work involved supporting disadvantaged communities across Africa, which is where the inspiration to create her own sustainable fashion label came from.

In many respects Beautiful Soul demonstrates eco-friendly fashion in it’s purest form. Much of their clothing is actually made from ‘upcycled’ vintage materials sourced from around the world. Their latest collection is actually created from vintage Japanese kimonos and vintage saris!  Not only do the clothes look great, but each piece comes with it’s own story!

It’s not just the clothing that’s ethical; their accessories and embellishments are hand-made by a small cooperative set up in South Africa in 2008 by Beautiful Soul themselves and are created using material remnants and adhering to the policy of zero-waste whereby every last thread of fabric is used in the creative process.

The aim always in mind with Beautiful Soul is to conserve, whether it’s styles or fabrics. It uses everything down to the last thread. It believes in product longevity and therefore believes the garment should last past the season.

Beautiful Soul’s ‘Believe’ collection for Spring-Summer 2011 truly is fantastic.  With a colour palette of blues, greys and purples, complete with injections of pink and mustard, the collection’s fusion of 50’s glamour and Japanese influence compliment each other perfectly.

My favourite is the ‘Suzu’ dress, a beautifully cut wrap style dress, with pleating detail on the front.  With its strong sharp cuts and the right amount of colour infusion, Beautiful Soul offers pieces that are distinctive yet remain feminine.

Check out the website by clicking here.  Not only can you view the can also see a wonderful video created by the team at Beautiful Soul to promote the new collection!

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