Even as a heightened environmental consciousness has taken the rest of the fashion world by storm in recent years, it appears that eco-fashion has not quite caught on in Singapore. Home-grown, eco-friendly fashion label, Jujube, aims to bring the Green Movement to our fashion scene with its latest collection, Bird Of Paradise. As the latest addition to the Friends of Terra Plana initiative, the collection was presented in the Terra Plana store at Mandarin Gallery last Saturday to the delight of local fashionistas who care about Mother Earth.

Designer and brand owner, Jujube Li, was on hand at the soft launch event to share on the design process and philosophy behind the collection. Fiercely dedicated to the eco cause, Li (who was originally trained in architecture) goes to great lengths to ensure that her entire business cycle adheres to strict eco-certification standards. Using 100% ecological and biodegradable textiles in her designs, Li believes that style and eco-friendliness are not mutually exclusive. Contrary to the hippie, “tree-hugger” aesthetics of yesteryear, eco-fashion of today can be well designed, sophisticated and chic.

Utilising the brand’s patented G.R.O.W Modulated Clothing Design System, Bird Of Paradise consists of 12 designs, including 6 modulated pieces that can be taken apart and put together (with the aid of nifty zippers) to create interesting new combinations. Not only will these clothes offer increased sartorial mileage, they also help to reduce material wastage. Along the same principle, Jujube is very particular about the raw materials used in its designs. The collection is made entirely from Modal, which is produced by the only fibre production company that has been awarded with the European Ecolabel for its high environmental standards.

Famed for its exquisite plumage and regal aura, the beautiful Bird Of Paradise is the inspiration for the collection. It features the summery hues of the tropical rainforest and a masterful draping technique that creates a rich texture and modern, sleek silhouette. Designed with Singapore’s heat and humidity in mind, the pieces celebrate our eternal summer. Warm and vivacious, it is truly reflective of our equatorial climate.

Birds Of Paradise is retailing from SGD208 to SGD828 at Terra Plana (#02-02), Mandarin Gallery