A year covering sustainable fashion: Ef Magazine’s editor-in-chief reviews 2011

Ef Magazine hosted its launch party at Flock Boutique just over one year ago on Jan. 14, 2011

Malorie Bertrand (Twitter) is Editor-in-Chief of Eco-Fashion Magazine. Growing up in Aylmer, Quebec, Malorie left the Capital region as a child before moving back after university. In addition to her passion for green fashion, she loves staying active, cooking for friends and staying up-to-date on all of Ottawa’s fun happenings.

I was talking to someone not too long ago about Ef’s launch party at Flock Boutique and I couldn’t remember if it had been a year or two years ago. I thought to myself: “It couldn’t have been just a year ago. So much has happened!” But it has been just one year since we introduced Ef to Ottawa’s vibrant community and what a year it has been. Goodness, I managed to say ‘year’ six times in one paragraph.

So being January and all — and with the magazine’s one year anniversary fast approaching (Jan. 14, 2012) — now is as good a time as ever to reflect on the magazine’s achievements in 2011 and goals for 2012.

The launch party on Jan. 14 of last year was hugely successful in many respects thanks to everyone who attended. We met future writers and stylists who would soon contribute to features and photo shoots. We met our new readers who shared their thoughts on sustainable fashion and what they would like to see in Ef. We forged partnerships with local eco-designers, bloggers and business owners. That night was the night we discovered that if you put yourself and your passions out there, the world will respond in great waves of support and enthusiasm.

Model Evie Marshall wears a piece by Samantha Nemiroff Jewellery for Ef's spring photo shoot

Since then, we’ve interviewed eco-model and entrepreneur Summer Rayne Oakes about the launch of Source4Style and we toured Noho’s eco-boutiques with The Green Shows producer Merwin Andrade. We’ve featured the designs of Nixxi, Sans Soucie, U.K.-based Colin Ball Eyewear, Italy-based Quagga and local designers Kania Couture, Sessiedress, Amber Watkins and Samantha Nemiroff, to name a few. Ef was blessed to have contributed articles from Ottawa’s Be Healthy, Be Beautiful and the U.K.’s Offset Warehouse. Ottawa’s passionate fashion bloggers, writers, stylists, models and photographers have been crucial to the success of the magazine so a huge thank you goes out to them – you know who you are!

Aside from the magazine’s editorial focus, we’ve established exciting partnerships with individuals, organizations and businesses. Ef helped promote Lilo Empire’s premier Ecolux Showcase in June. We were honoured to collaborate with Slow Fashion Forward to launch the annual Fashion on Display in October and I was asked to provide guidance on sustainable fashion for the production of a local documentary called Something More Comfortable by Heart Attack Films. Through these opportunities, we’ve witnessd Ottawa’s growing demand for eco-fashion and the market’s promising response.

Window display at Victoire Boutique's Dalhousie location for Fashion on Display

All of this is to say that Ottawa has so much to offer anyone with an idea and the willingness to ask for help. We’ve learned that Ef is not only an online magazine that promotes sustainable fashion; it is an incredible conduit to discover the culture and vibrant creativity of the city of Ottawa. The Hub Ottawa, a truly innovative concept to support social innovation, has been an amazing resource for us. Their unique networking events are inspirational and the best place to meet like-minded, enthusiastic go-getters in the city. Through the Hub Ottawa we’ve met many of our contributors and not mention, great friends.

Ef Magazine's Swapapalooza clothes swap at Bowich drew an eager crowd of sustainable fashionistas

Looking ahead, Ef’s goals for 2012 are to get to know our readers better and give them more ways to interact with us and contribute content. We want to spread our focus more from Ottawa to across Canada and abroad. There are so many talented designers and businesses around the world that we want to highlight this year.

We want to continue to grow our team of contributors so we can provide perspectives from all around and even from the elusive male perspective! And lastly, continue to participate in local/national events that promote sustainable fashion and lifestyle. Oh, we can’t forget – to have fun. This is after all, fashion.|

To mark the beginning of Ef’s second year, we’ve organized a Paper Bag one-year anniversary party at Fresco’s Guest Room for all to attend on Sunday, Jan. 15, 2012 from 5-9 p.m. We invite all of our guests to create their own paper bag outfits for a chance to win a prize. We have a couple surprise announcements to make so don’t miss out! This event is a chance for Ef to personally thank all friends, contributors and supporters and to celebrate another year of sustainable style in Ottawa and abroad.

Wow, sounds like a big year of accomplishments, Mal! Here’s to many more. And continue to check out Ef Magazine for everything from the sustainable style field.