10:10 enters the world of fashion

Fashionista has been a fan of 10:10, the campaign to reduce UK emissions by 10% in 2010, ever since its launch in autumn 2009. From the beginning, 10:10 tags have been given out, and Fashionista is excited to read that one of her favourite designers, Vivienne Westwood is also proudly wearing her 10:10 tag - as are Jo Wood and Sara Cox.

The tags have an interesting story - they are made out of a retired Boeing 747 jumbo jet that was forced to make an emergency landing in Jakarta following a flight through volcanic ash over Indonesia as all its four engines failed almost simultaneously. So it is not just a recycled item with an interesting history but it almost embodies the effects of climate change and it's dangerous consequences.

What do Vivienne Westwood, Nicole Farhi and Fashionista have in common?

Well, apart from a passion for fashion and great sense of style (naturally), they have all signed up to climate change initiative 10:10 which you may have been seeing a lot of press attention about this week.

Yesterday thousands of individuals and organisations from across the country united behind one simple idea: a 10% cut in carbon emissions during 2010 - hence 10:10. Fashionista attended the big public launch and photocall at the Tate Modern yesterday. There was no sign of Viv unfortunately but Fashionista thought Hugh Fearnley-Whittingstall looked surprisingly dapper in a co-ordinated navy blue ensemble!

Fashionista readers can get involved themselves whether signing up on behalf of their organisation or as an individual or family. Tips and tricks for reducing your carbon emissions will be provided along the way so even if 10% sounds like a big ask initially you may be pleasantly surprised at how much you can achieve.

For more details go to the 10:10 site or see the dedicated microsite the Guardian has produced.