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This is not just lingerie: M&S unveil wholesale halloween costumes world's first carbon neutral bra
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Eco labels have become increasingly popular as shoppers make more effort to consume environmentally friendly products.
But now Marks & Spencer has made 'going green' even easier as it today launched the high street’s first ever carbon neutral bra.
Part of the new Autograph Leaves lingerie collection, the retail chain has calculated the footprint of the entire range, which includes four styles of bra, three knickers and a set of suspenders.
Ethical fashion: M&S Autograph Leaves bra, available in 32A to 40DD, £22, knickers, £9.50
The figure, calculated by The Carbon Trust Footprinting Certification Company, takes into account each item’s complete life cycle - from component manufacture to transportation and even the energy customers use washing and drying their underwear.
The collection was manufactured at the M&S eco-model factory in Thurulie, Sri Lanka.
The innovative renewable energy features and reduced waste initiatives implemented at this site have helped reduce the carbon intensity of the energy used by an estimated 33%, compared to typical factory production.
Paschal Little, Head of Lingerie Technology at M&S said: 'Nature is the inspiration behind Autograph Leaves so it’s fitting that this range benefits the environment too.
'As the UK’s lingerie market leader, we think it’s right that we should lead the way in exploring new, more sustainable manufacturing options.
'As a result of this project we know raw material production, such as lace manufacture, is a major contributing factor to the bra’s footprint, so we’re now working with our suppliers to find better alternatives for the future.”
The factory’s local community is also benefiting from this initiative.
M&S has purchased offsets through a carbon credit project run by Conservation Carbon Company.
Domino effect: The factory' s local community in in in Thurulie, Sri Lanka, will also benefiting from the initiative
Working in partnership with nine local farmers, M&S is planting over 6000 trees in the desolate land between the Kanneliya and Polgahakanda forest reserves.
Sri Lanka’s forests are home to approximately 90% of the country’s endemic species but are disappearing at a rate of 1.6% per year. To counter this 75% of the trees planted are native species, creating more natural habitats and enabling wildlife to move more easily between the two forests.
The project will also help tackle rural poverty in the region by improving the livelihood of the farmers involved.
The other 25% of trees will be income generating varieties such as mango and lime trees that offer additional nutritional and financial security to the farmers and their families.
Under its extended Plan A commitments, M&S has pledged that each of its 2.7 billion individual products will have a Plan A attribute by 2020, with a target of 50% by 2015.
Mike Barry, Head of Sustainable Business at M&S said: 'The complexity of a bra’s supply chain makes it the ideal product to learn about the practicalities of carbon footprinting, as it contains 21 component parts from 12 different suppliers.
'We’re already applying the lessons we’ve learned to other product areas and have taken an important step towards our goal of giving every single M&S product a Plan A attribute.'
The Autograph Leaves collection is available online from the 13th April and will be in stores from this weekend.
Adriana Lima sizzles as she shows off Victoria Secret's sexy wholesale clothing hot new lingerie range
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She has been cute lace lingerie a contracted Victoria's Secret Angel for 13 years so it's safe to say that Adriana Lima knows exactly what she's doing when it comes to modelling.
And the 31-year-old's latest underwear shoot for the lingerie giant does not disappoint.
Adriana showcases her perfectly toned and tanned body as she strikes a pose in an array of sexy lingerie and swimwear.
Hot pink: Donning an array of brightly coloured lingerie, Adriana teases the camera
Beach brights: The new bikinis come in tropical or candy-stripe prints and Adriana showcases them on a tropical shoot
In some of the shots, the mother-of-two dons revealing hot pink and black lingerie, which she playfully undoes for the camera.
In other images, she can been seen smouldering in more demure camisoles and silk shorts.
RELATED ARTICLES Previous 1 2 Next FIRST LOOK: Lydia Rose Bright unveils a/w 13 clothing... Could bread containing SEVEN times the usual amount of... Fancy tightening things up down there? - There's an APP for... Share this article Share There are also a few snaps of her showcasing the brand's summer swimwear line as she poses on a tropical beach in an array of colourful items.
The model wears her chocolate brown hair in a variety of styles and sizzles with her smokey-eyed beauty look.
Barely there: The mother-of-two shows off her toned physique in a range of revealing underwear in the shots
Just like fellow Angels Alessandra Ambrosio and Doutzen Kroes, and recently retired Angel Miranda Kerr, Adriana made a superhuman recovery after giving birth to her second child, her daughter Sienna, last year.
Adriana credited boxing for getting her runway ready when she was given the arduous task of returning to the Victoria's Secret catwalk last year just eight weeks after her baby girl arrived in September 2012.
Joining forces with professional boxer Michael Olajide, who co-founded the AeroSpace fitness studio in New York, she revealed that she worked out an astonishing six hours a day in five weeks before the show.
Beach babe: Adriana also showcases the lingerie giant's new swimwear for summer on a tropical beach
Tanned and toned: Adriana achieved her post-baby figure with an intense boxing regime, which she is keen to showcase
The supermodel did the training in two three hour sessions, one in the morning and one in the evening, as soon as she got the green light from her doctor.
'The doctor gave me the okay about three weeks after I gave birth and literally two days after that I started working out -- every single day, two times a day,' she explained at the time.
Adriana said that when she discovered boxing, she knew it was the right exercise for her.
'I discovered boxing, accepting that it is great for the body, wonderful for the mind and it give you the best shape ever,' she said. 'It is a challenge, I love a challenge.'
The Brazilian model and actress finished first in Ford's Supermodel of Brazil competition when she was just fifteen.
In 2012, she came 4th on the Forbes top-earning models list, estimated to have earned £4.75 million in one year.
She is married to Serbian basketball player Marko Jarić, with whom she has two daughters.
Blue eyed girl: Adriana wears her glossy chocolate locks tousled and smoulders with smokey eyes
Smouldering: Seasoned Victoria's Secret model shows off her incredible body as she models the brand's new collection
Fighting fit: Adriana made a superhuman recovery after giving birth to her second child, her daughter Sienna, last year
Big earner: In 2012, she came 4th on the Forbes top-earning models list, estimated to have earned £4.75 million in one year
