By Chere Di Boscio
When your sister is Katherine, the Duchess of Cambridge, married to the next in line for the British crown, it’s a bit of an understatement to say you really need to choose your outfits carefully. Especially when you’re hosting the launch of your first-ever published book. Luckily for Pippa Middleton, Beulah provided the perfect frock for her event in Amsterdam–a regal amethyst silk number, with a figure-flattering peplum–and since then, she’s been a fan of the brand.
The dress was a success not only for its impeccable tailoring and modern British style, but for its ethical credentials, too.
Beulah London’s founders, Natascha and Lavinia, worked for some time in Atulya, an aftercare home in the slums of Delhi. There, they witnessed the harrowing effects of human trafficking and sex trade, and were motivated to raise awareness of this important issue. They chose to launch an ethical fashion label to help provide a sustainable income for those who had just come out of sex trafficking.
They selected the name ‘Beulah’ (meaning ‘married’) for their business, as it is symbolic of representing the journey of each woman out of darkness and despair, into a new life of hope and stability.
Each ‘Beulah’ garment comes with a canvas bag that has been produced by the victims of trafficking in India through a project based in Kolkata called ‘Freeset’. You can also buy these bags separately, here. Added to this, certain items in the main collections have been produced through a project in Delhi called ‘Open Hand’. These are made by women who have escaped trafficking and the sex trade, including some who are HIV positive and widowed.
Where you see the Beulah ‘butterfly’ logo, you know that the product has either been made by women who have been trafficked, or been produced specifically to raise awareness or funds for its victims. While the company uses the mainly pure silks from Italy to produce Beulah fashions, they could still be more eco-friendly by eliminating chemical materials like polyester and rayon from their line. We really hope they do!
But we still admire how Beulah is helping to break the chains of poverty and modern day slavery in some of the world’s most marginalised communities.
For more information, please see: www.beulah.com
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