/24-7PressRelease/ - NEW YORK, NY, August 25, 2005 - In our information-rich, fashion obsessed society we have a tendency to connect
with brands only on an impulsively superficial level. In the debut of her monthly editorial-article "Behind the Label", Fashion's New Face and social visionary, Summer Rayne Oakes tellingly humanizes the brands proving that fashion can be much more than skin deep. In Behind the Label, she successfully bares all (about clothing, of course) and her quest for soulful labels.
With her edge-defining, big picture mentality and new-age approach to grassroots work in responsible fashion and sustainability education, the 5'10.5" model-activist is transcending traditional boundaries and leading the way to a world where sexiness and style meet sustainable cause.
In Behind the Label, Summer Rayne goes well beyond the traditional fashion puff-piece and delves into the soulful story behind labels that she wears. The writing style is uniquely all her own, providing readers a concise, but in-depth story behind ecofashion brands while personally conveying her own while-she-wears experiences with her upbeat, sometimes playfully unabashed tone.
"She [Summer Rayne] has had the unique experience in working early on not only as a model, but as a fashion industry consultant and environmental researcher," Associate Publicist Brendan Lavin explains. "That has given her a unique and well-rounded vantage point for her work in ecofashion. "Behind the Label" exemplifies that fact."
"Summer has had the idea for an article and editorial of this nature for about four months now," comments Senior Publicist Rachel Winters. "She got a better idea of the angle she was going to take after a phone conversation with Tim Wilson, a gentleman who has helped develop a software package called Historic Futures that effectively traces and conveys the path of textiles through the supply chain."
"Telling the story behind the product is powerful. Consumers are looking for authenticity and need to know what they are buying. With traceability,products will speak more effectively to the public,? Wilson had said in a July 2005 conversation with Oakes."
"Summer later refined her story idea that month and pitched it to Jack Yan, a fellow social entrepreneur and publisher of the global fashion magazine Lucire," tells Winters. "It was a good venue since the magazine is in line with social consciousness and breaking down boundaries. Plus Jack did a big feature on her and her work in April 2005. There was a natural connection there."
Yan writes: "Lucire became the United Nations Environment Programme's first fashion industry partner in 2003 because we believe that helping the environment can be done in an innovative, cool way. "Behind the Label" has the same principle, with the added bonus of Summer Rayne Oakes' knowledge of ecologically and socially conscious labels. We were a magazine in search of stories; "Behind the Label" was a collection of stories in search of a medium. It makes perfect sense to collaborate with Summer Rayne on this feature, furthering our mutual aims."
When asked of the intention behind her monthly article-editorial, Oakes remarks, "I suppose I could focus on all the clothing labels out there that are exploitive of their labor force and that employ harsh environmental regimes. I don't overlook those issues, but I have a tendency to focus on positive messages, rather than those that are preachy and gloomy. It's reflective of the fact that my generation is sick of finger-pointing; we are eager to be part of the solutions, sometimes we just have trouble finding what solutions are out there."
"In this editorial, Oakes continues, "it's my goal to bring a human connection to fashion and allow consumers to put their money where their ideas are. There are so many emerging labels that are positively amazing and not getting the press they deserve. I want "Behind the Label" to reflect those stories."
As a United Nation's US Partnership Youth Emissary, young entrepreneur, and a refreshing New Face model-with-a-message, Oakes has positioned herself to be one of the most impressive and sexiest sustainability icons for the younger generation. "[Summer Rayne is] certainly not the twenty first century's idea of the model. If she has a fault, it may be that she is ahead of her time, and the world is catching up," writes Yan.
Keep an eye out for the socially-conscious stunner strutting her stuff for NY Fashion Week this year. Oakes will be walking for multiple ecofashion labels under the tents and will also make an appearance at Lucire's launch party in New York City prior to the shows. And if you happen to miss her on scene or on the streets of New York, tune into "Behind the Label" every month in Lucire andat behindthelabel.net (late October).
For more information on Summer Rayne or reprinting rights for "Behind the Label", contact her management team via her website at: http://www.summerrayne.net.
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