Honest by. Bruno Pieters

Here at Bottletop we are excited to see the new label ‘Honest by. Bruno Pieters’ receiving the attention that it so thoroughly deserves. The former creative director of Hugo Boss and previously a designer at Martin Margiela, Bruno Pieters shares our approach to luxury fashion by creating a company that is 100% transparent – that means it is socially, ecologically and ethically honest about the entire design, production and shopping process.

Honest by. dares to confront the disturbing practices behind the fashion industry head on, whereas the majority of brands take one-dimensional steps towards developing a sustainable future. Pieters’ combination of high design and elegant branding with a traceable production system renders eco-fashion desirable as a genuinely luxurious product.

The Belgian designer launched the label this year and Spring Summer 12/13 is the second collection the brand has shown, debuting at London Fashion Week and currently showing in Paris. Graphic prints and boldly coloured pieces sit next to classic staples like white shirts and nautical-striped jackets. The collection seems perfect for a tuned-in 21^st-century generation of hard working, clean living professionals; it is contemporary, wearable, androgynous and sophisticated.

For this season (AW12) his trademark architectural shapes have been translated into super-modern pencil skirts and chunky knitwear with leg-o-mutton sleeves and button-down details. The tailored range includes womenswear and menswear and extends to casual tops, tapered trousers and an ethereal white evening gown of organic silk chiffon.

Starring fellow Belgian Anouk Lepere in the last advertising campaign, this collection is set to be the stealth star of the coming season following a swathe of praise from the fashion press including respected critics Lisa Armstrong at the Daily Telegraph and Vanessa Friedman at the Financial Times. You can even search the website by categories such as Organic, Vegan, Skin Friendly, Recycled and European. There is even a Mind tab that leads to inspiring quotes encouraging confidence and clarity – holistic fashion indeed.