THE world of fashion might be usually be associated with extravagance and money, but Oxford is setting out to prove it’s a cut above the rest.

Oxford Fashion Week (OFW) kicks off on February 28 and is aiming to bring ethical fashion to the forefront.

A series of discussions, gigs and shows from the O3 Gallery in Oxford Castle will discuss how important sustainable and planet-friendly clothing can be.

O3 Gallery manager Helen Statham said: “This is something I have wanted to do since I started in July.

“We approached Oxford Fashion Week with the ideas and they were really behind us. I think people will love it.”

The ethical schedule starts with a ‘swishing’ event next Thursday, the week before the official launch, where people are invited to swap their clothes.

Miss Statham said: “We are asking people to bring something that still has its label on, or which has only been worn once.

“The idea is all about re-cycling. One person’s cast-off might be the item that someone else has always been looking for.”

There will also be a discussion about the issue at the gallery on Friday, March 4, before the Ethical Fashion Show at The Living Room, in the castle complex.

It aims to showcase “the hottest up-and-coming ethical designers” to highlight the clothes’ appeal.

Miss Statham said: “People have this idea that ethical fashion is all about hessian skirts, or similar, but these are fantastic designs that show how trendy and cool ethical fashion can be.”

Among the designers will be Oxford-based artist Feng Ho, who will be showcasing her work alongside 13 other designers.

She said: “It will be an eclectic mix of quirky day wear and street wear, and even some wedding dresses. We want people to see how innovative and creative ethical fashion can be.

She added: “Ethical fashion is the way forward and it needs to be because of the environmental damage fashion can create.

“Designers are finally starting to stand up and take notice.”

The show will be followed by a fair to buy ethical fashion at the O3 Gallery the following day and a concert on Thursday, March 17.

Carl Anglim, executive producer of OFW, said: “We are thrilled to have an ethical show as part of Oxford Fashion Week.

“Every year we have introduced new concepts into Oxford Fashion Week.Where last year we introduced the Oxford Style Show, this year I am just as excited about introducing ethical fashion to the heart of OFW.”

Tickets to the ethical fashion show cost £5 from oxfordfashionweek.org.uk An exhibition of images from the 2009 and 2010 OFW shows starts tomorrow at the O3 Gallery, featuring photos by John Cairns, Tom Johnson and the Oxford Mail’s Ed Nix.