Tote fashion goes green

By Chen Nan (China Daily)
Updated: 2008-06-11 09:47

An eco bags designed by Kidults.

The Beijing college student wears her new eco bag proudly on her shoulder. It is an important part of her outfit - and has a statement to make.

Eco bags are increasingly being seen as fashionable as more and more celebrities appear on "green issue" magazine covers with the reusable bags matching their outfits.

"Going green" appears to be a growing trend. Stars as big as Madonna have even dazzled "green-oriented" magazines. The artist was chosen to dazzle the cover of Vanity Fair's third annual May 2008 Green Issue.

As environmental issues spill into the fashion world, the "green shopping bag" campaign seems to be a win-win solution for all those involved.

Companies can adopt the bags as a brand-building tool. Consumers see it as an iconic statement against throwaway plastics - which have previously been given away in the billions annually. The "green movement" has been seeping on to fashion runways and marketing strategies - so why not on shopping bags and totes?

Muji, a Japanese lifestyle store established nearly 30 years ago, launched its own version of "My Bag" when it opened its first Beijing store in Joy City this March. The simple yet stylish bags made from linen and cotton threads have sold well over the past few months in the capital, according to Muji staff. Initially, they sold bags ranging from 5 to 100 yuan, but now they only have bags priced from 24 to 100 yuan remaining.

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