Peter Ingwerson showed his latest ec0-friendly luxe

[ NoirOpens in new window ]

collection yesterday, in his now usual opening slot of London Fashion Week. While the sexy Noir basics were there in full force, there was a move into evening wear, with Lily Cole and Erin O'Connor sashaying down the runway in slightly ill-fitting, confusing evening gowns that felt a bit like interference in the show. More successful were the pencil skirts ad loose and sexy chiffon blouses, as worn by one of my favourite models, Cecilia Mendez.

No matter, the Noir business is an interesting one in that not only are they trying to provide fashionable clothing to their clients, but they are also trying to do it responsibly in the most environmentally friendly way. Usually, this would bring to mind a birkenstock-and-sock wearing anti-fashion granola with granny glasses. With Noir, as I'm sure you'll agree, this is not the case at all. This additional meaning behind the clothes provides further connection between the consumer and the brand, and shows an understanding of marketing that Peter must have honed during his time at Levi's (the other big hint is that amazing, palindrome-like logo which  reads both ways...when you least expect it). That said, in order for any luxury fashion business to be successful, the product has to stand on its own and not rely only on marketing and spin.