Bio

Elena Loesch was a finalist of the Redress Design Award China 2012. Elena is based in Shanghai where she runs her brand, Madame Pure. Launched in 2011 the brand puts focus on the excellence of ‘Created in China’ with designs made primarily from bamboo. 

I think sustainable fashion begins with the fabric. Fabrics made without harmful chemicals or pesticides that are biodegradable and locally made can profoundly reduce the environmental impact of a product. - Elena Loesch

Redress Design Award Collection

For her Redress Design Award (formerly the EcoChic Design Award)2012 China collection, Elena applied the design techniques of zero-waste and up-cycling to production leftovers collected from her own designs.

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