In May, we reported on the Asos Africa collection of fair-trade summer clothing at a low price point. And who better to promote the line than First Lady and style icon Michelle Obama?
Mrs. Obama who was spotted in Asoss $60 ikat-print sleeveless shirt is no stranger to style on a shoestring, having propelled J.Crew to record sales even when the outlook for the retail industry was in the dumpster. And Asos recognizes what a boon it is for the First Lady to take an interest in its ethical fashion line:
Asos worked with SOKO in Kenya to produce the Asos Africa Collection and also enable underprivileged communities to establish sustainable businesses through their local craftsmanship. The scheme will give £5 to each Asos Africa garment sold directly to help the construction of SOKO’s new workshop, which Asos Foundation matching each £5 donation.
“As a British fashion brand, with global online reach, we are thrilled at Asos to have Michelle Obama – someone who continues to be a great ambassador for fashion – flying our flag abroad,” said Asos CEO Nick Robertson.
“Asos Africa is our dedicated ethical collection, now in its third season and produced in Kenya by 25 local craftspeople to help empower the community, so it feels very appropriate to have the First Lady wearing it whilst doing valuable humanitarian work in South Africa.”
A note to ethical designers: Get the First Lady into your stuff, since shes clearly on board with conscious fashion.
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