Aveda goes bottled-water free at Fashion Week

Elite fashion is becoming more eco-aware this week thanks to Aveda, who is "greening" up the backstage at the shows of Alexander Wang, Preen, Phillip Lim, and Rodarte by offering re-usable water containers in lieu of the ubiquitous plastic water bottles.

"Kate and I believe whole heartedly in working to preserve the environment," said Laura Mulleavy, who along with her sister Kate is half of the designer-duo behind Rodarte. "Plastic waste is causing so much destruction; the devastation is beyond anything we can comprehend. We are proud to be working with Aveda to raise awareness and to re-educate bottled water consumers. We need to work together to preserve the world's oceans and ocean life."

Behind the scene at Rodarte, I spotted Brit "It" model Agyness Deyn sipping water (or a spot of tea?) from a paper cup drawn from a water cooler provided by Aveda—she's also been known to bike to fashion week, good girl! Aveda also offered organic fare, though most models preferred to smoke.

Eco-chic got a nod on the runway as the beautifully edgy-dressed models teetered on stilettos whose straps were made from recycled wire.

The do-good vibe also extended to the audience per the gift bags designed by Red Flag Design, a clever company that creates cool products from materials that have been discarded as a byproduct of industrial production. Tucked inside was a yummy, Hawaiian-smelling soy and recycled-glass sandal.

Last but not least, Aveda offered pedicabs to editors and fashionistas like Project Runway's Nina Garcia and Anna Wintour, which was MOST welcome on a rainy day like today.

--Robyn Moreno, New York, NY