Tierra!, a collection of organic and single origin coffee blends, sourced from communities involved with Lavazza’s global sustainability project of the same name, is making its London Fashion Week (LFW) debut this week.
Lavazza, official coffee partner of LFW for the 18th year, will be fuelling attendees from multiple Tierra! themed touchpoints across the site. Established in 2002, Tierra! aims to improve the social and environmental conditions as well as the production techniques of a number of coffee-growing communities across the globe.
David Rogers, managing director, Lavazza Coffee (UK) Ltd said: “This year’s London Fashion Week is focused on positive fashion which is guided by three strategic pillars of sustainability, equality & diversity and craftsmanship & community. These pillars chime with the work we are doing through Lavazza’s Tierra! Project.
Tierra! is grounded on the principles of excellent coffee, care for the communities and respect for the Earth, and is proud to have partnered with 3,000 coffee growers in Colombia, India, Peru, Vietnam, Tanzania, Honduras and Ethiopia.
Just as London Fashion Week seeks to communicate the strides being made to help the fashion industry become more sustainable and conscious of the environment, we want to use it as a platform to raise awareness of the parallel steps that we are making within the field of coffee.”
A key high point of the Lavazza Tierra! activation at LFW will be the presence of one of Italy’s best-known mixologists, Dennis Zoppi. Passionate about coffee, Zoppi will be demonstrating how Tierra can be used as a key ingredient within mixology. He will run masterclasses for guests showcasing exclusive coffee recipes using the Tierra! products at the Lavazza bar, which has undergone a makeover for AW18.