By  on September 5, 2008

Aveda’s aiming to make it easy being green for fashion week.

The company, which kicked off its first green backstage three seasons ago, plans to take its efforts to a new level for the spring-summer 2009 ready-to-wear shows. The brand — which is partnering with designers Kate and Laura Mulleavy of Rodarte, Alex Wang of Alexander Wang, Justin Thornton and Thea Bregazzi of Preen and Phillip Lim of 3.1 Phillip Lim — will assist these designers in replacing bottled water with New York City tap water backstage, also by eliminating fur, printing all show invitations and programs on post-consumer recycled paper and providing only organic, locally sourced food backstage.

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