Video: IMG's Fern Mallis on Fashion Week's new eco effort

IMG, the company that produces New York Fashion Week, worked with sponsors Tetra Pak and O.N.E. Natural Experience, as well as the CarbonNeutral Company, to reduce 2010 Fall Fashion Week emissions - travel, accommodations, energy use, etc. - to net zero.

IMG, the company that produces New York Fashion Week, worked with sponsors Tetra Pak and O.N.E. Natural Experience, as well as the CarbonNeutral Company, to reduce 2010 Fall Fashion Week emissions – travel, accommodations, energy use, etc. - to net zero.

In a nutshell: The CarbonNeutral company audited Fashion Week to determine how many emissions IMG was able to offset. The sponsors then purchased “carbon credits” based on that number of emissions, which will be used as a grant to fund two projects: a long-term forestry management project at The Big River/Salmon Creeks Forests in Mendocino, CA, as well as sustainable sourcing of local natural gas at two dairy farms in Idaho.

I spoke with Fern Mallis, SVP of IMG Fashion, about how the company is communicating its eco-themed message and complex effort to consumers.

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