Everyone in America is aware that there is a monumental shift in awareness happening when it comes to the environment. Al Gore's Oscar presence (and win) was hugely symbolic of how far we have come in acknowledging that it's time to wake up. The fashion business is marching right along side all of these Eco stars and we are seeing 'green' lines, ads with a global warming message, indie designers and brands devoted to everything from recycling clothing into new designs to touting cruelty free (as in non fur...thanks Peta) trims on their high end sportswear.

In this the first in a series, I want to share with you some of the great things I have found on the subject of going green. It pleases me that our industry is taking a leadership role...Tell me what your company is doing...Or ask me for ideas....I would love to be seeing green just about everywhere!

The cool ad angle:

Diesel’s New Ad Campaign: Global Warming Is Sexy!

Diesel has launch its new ad campaign "Global Warming Ready." You can see a video on their web site that shows the threat of Global warming, but soon enough the mood shifts to "c'mon it can't rule our lives"... DIesel has a knack for taking a hot topic but keeping their message clear... that rockin’ good times are still ahead ...so better get wardrobe ready. Shot by Terry Richardson, the print ads feature everyday scenes that have been drastically altered due to rising temperatures and seas. But the message seems to stop there because here too we are quickly lured back to the main message. As I read on a blogg ..." in the meantime, keep your rock-hard abs and that tanning lotion on standby"... As Diesel ads are still very sexy.

So Diesel's ads aren't PC, but they do elevate the issue, so I give them credit for that. I can also sense that some cynics will take this 'let's not get bummed about it' stance too, simply because it's cool. Any stance that focuses on environment is bound to resonate with a large audience. So either break out the tanning lotion or bring on the bio-diesel!