Yesterday night Grazia Daily popped along to super swanky members club Dorsia in Knightsbridge for the launch of the Beulah London (pronounced B’you-lah) Autumn Winter 2011 collection, as well as the Beulah Blue Heart campaign, in association with the United Nations.
Beulah London is an unusual concept – it’s not just a fashion brand with an ethical edge, but a company where the ethics are as important to the founders, Lavinia and Natasha, as the clothes themselves. In fact, it was the ethical manifesto that came first.
‘Lavinia and I spent two months working in Delhi, with women who had been [sex] trafficked’ says Natasha, ‘and the idea behind the brand is to employ the girls [who had been involved in sex trafficking] in the production’ of the clothing. At the moment the girls are only skilled enough to make the bags which come with the garments, but for next season they’ll make a couple of pieces, and will also weave the silks.’
The aim is eventually, that the girls will be trained up by Beulah London – giving them not only a job, but also a transferrable skill. Brilliant!
Of course, what was arguably the girl’s finest hour came last weekend when the lovely Kate Middleton wore one of their silk jersey dresses to attend a dinner with 100 women in Hedge Funds, in support of the Child Bereavement Charity.
Lavinia and Natasha were understandably delighted that Kate was spotted in Beulah. ‘We didn’t know that she was going to wear it!’ they said. ‘She bought it about eight or nine months ago, and has kept it in her wardrobe and I guess she just decided that it was right for that occasion.’
In terms of anything else they’d like to see Middy sport, the girls picked out the ‘some short options, to the knee, which she would look beautiful in, particularly the blue heart dress – that would be a fantastic Ascot dress, or something like that… But we’ll see what happens!’
We will indeed ladies…
- Alex Butt