London’s Alternative Fashion Week takes an ‘alternative’ approach to fashion and shows consumers how to have designer fashion in the current financial crisis. It supports recycling and ethical sourcing.

“We’re interested in fashion that doesn’t cost the earth,”

Maggie Pinhorn, director at Alternative Arts, said.

The shows took place April 20-24. Only 70 designers were chosen to partake in Alternative Fashion Week, Alternative Arts (production force behind the events) had to turn away hundreds of entrees this year. Alternative Arts is good at cherry picking brand new talent, many of the designers are graduates, fresh from college and looking for a stepping stone into the mainstream fashion industry. Colleges from around Britain came to showcase their graduate designers’ collections.