We love Aveda’s eco-friendly attitude to beauty and always look forward to their NY Fashion week initiatives. But we're especially excited this year as rumour has it that they've truly surpassed themselves for the upcoming A/W 2010 show next month. In a new partnership with New York City Department of Environmental Protection, the brand will be supplying editors, buyers and bloggers with tap water pumped from area fire hydrants into six free “Water on the Go” Stations around the city. Equally thrilling is the fact that 800 limited edition reusable water bottles are to be dispensed at its sponsored shows decorated with signatures from participating designers including Jason Wu, Christian Siriano, Rodarte’s Kate and Laura Mulleavy, and CFDA/Vogue Fashion Fund 2009 award winner Sophie Théallet. We’ll be showing up early for sure.
- Rose Beer, Beauty Assistant