Since the Chinese government issued its June 1 ban on free plastic bag handouts, retailers in China have found themselves in the midst of a "green" phenomenon.

They're anxious to turn fashion-conscious customers into eco-aware shoppers.

Under the new regulations, free plastic bags are banned and shopkeepers are required to charge shoppers for plastic bags. The prices vary, but range from 0.2 yuan ($0.03) to 1 yuan ($0.14) depending on the size of the bag.

But, a plain bag is far from satisfactory for the China's fashion-conscious - and this mindset is pushing the country towards a "green revolution" in the closets.

"It is cool to carry a simple colored eco bag to go with my Levi's jeans and sneakers," says 21-year-old Huang Min. "It is a direct way to contribute to environmental protection. And, it is a popular vision for saving the planet."

The Beijing college student wears her new eco bag proudly on her shoulder. It is an important part of her outfit - and has a statement to make.

Eco bags are increasingly being seen as fashionable as more and more celebrities appear on "green issue" magazine covers with the reusable bags matching their outfits.