Part of event's proceeds benefits Environmental Media Assn.

HOLLYWOOD — “Green is the new black” was the rallying cry at Eco Chic, a fashion show that demonstrated how high fashion — and uncomfortable looking — the most organic garb can be.

Models sauntered down the catwalk in one scanty outfit after another, a fashion world apart from the shapeless sack dress once associated with the eco-minded. “Just Shoot Me” star and former fashion model Wendie Malick advised rapt fashionistas on the eco-friendly origins of outfits, be it recycled denim or scarves or other desirable “sustainable” materials favored by the designers.

The outfits, up for bid in an auction, hardly looked appropriate for a visit to the health food store, however. Even Malick, who likes to refer to herself as a “recovering fashion model,” admits she tends to wear Ugg boots and flannels around her house in the Santa Monica Mountains. High fashion isn’t all that practical when cleaning up after your horse, she explains.

“I’m trying to phase out of leather, which is tough because I really like shoes,” she confesses.

The Jan. 28 event, which partially benefited the Environmental Media Assn., kicked off Organic Odyssey 2003. It was located at the McKinley House, a very eco abode designed by architect David Hertz that was featured in the pic “Adaptation.” Rooms throughout the house contained displays of eco bedding, makeup and foodstuff, and attendees wandered through the rooms sipping organic wine and organic apple martinis (concocted with organic gin and organic apple juice, natch) before the fashion display.

Those drinking in the show included brassiere designer Christina Erteszek, who’s developing a bra to improve lymphatic circulation, Shane West, Paris Hilton and Vinessa Shaw.

Follow @Variety on Twitter for breaking news, reviews and more