Marimekko premieres a seasonless conceptual film at Copenhagen Fashion Week for its 70th anniversary year

Finnish design house Marimekko will participate in the fully digital Copenhagen Fashion Week on Thursday February 4th 2021. 

Instead of a seasonal collection, Marimekko will present a conceptual short film highlighting the brand’s timeless design philosophy, original approach to printmaking and commitment to sustainability. The film, made in collaboration with creative agency MOON, honors Marimekko’s revisited archetype silhouettes and the brand’s 70-year heritage in printmaking, all while celebrating the future, and the power of the individual to decide on their personal style. The carbon footprint from the film’s production will be offset.

Timelessness has been the cornerstone of Marimekko’s design ethos since the very beginning – Marimekko is not, and never has been, about disposable fashion. Rather, the brand has always stood for joyfulness, self-expression and creative collaboration.

As a part of its newly released 2025 sustainability targets, Marimekko has committed to drastically reduce its environmental impact, including its own operations and the brand’s value chain. As a recognition of Marimekko’s long-standing journey around sustainability, the brand has also been nominated as a finalist in the Zalando Sustainability Awards. The winner of the prize will be announced during Copenhagen Fashion Week.

“Upon turning 70 years in 2021, we wanted to take a break from conventional ways of taking part in fashion weeks and pause to reflect on our role in the fashion industry. Our aim during Copenhagen Fashion Week is simple: to share what Marimekko truly is about with a minimal environmental footprint. Instead of a traditional show, we will present a beautiful, seasonless and future-looking film that distills Marimekko to its very core and essence – our revisited archetype silhouettes combined with the exceptional art of printmaking the brand has become synonymous with. Marimekko is ultimately about patterns on shapes”, says Rebekka Bay, Creative Director of Marimekko.

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Lululemon unveils the first yoga accessories made from mushrooms

Mylo is slowly but surely making its way into the fashion industry — a fabric created by scientists from Californian start-up Bolt Threads. After the first clothes and sneakers designed from this biodegradable plant material, the first yoga accessories made of Mylo will be created in 2022 with specialised fitness brand lululemon.
The fashion industry may still be struggling to meet its commitments to sustainable development, as revealed in a recent report published Business of Fashion, but some players in the sector seem determined to do their utmost to reduce their impact on the planet. To achieve this, they are committed to innovating with new ethically and environmentally responsible materials. This is the case of Mylo, a material made from mycelium, the vegetative part of the mushroom formed of filaments, and brands are starting to embrace it.
One such brand is lululemon which is introducing the material to the world of sports, and more precisely to the world of yoga gear. The brand has announced the launch of the first yoga accessories made with Mylo, combining design, durability and functionality. The lululemon accessory design team has created a high-end yoga mat, a yoga bag, and a duffle bag, all of which will be available for purchase in early 2022.

“As a premium athletic brand, having innovative and proprietary fabrics and other materials that help guests feel their best to perform their best is something we’re proud of. Sustainable innovation will continue to play a key role in the future of retail and product; and for us, leveraging a material like Mylo demonstrates our commitment to creating a healthier environment through lower-impact products, while also giving us the ability to reimagine iconic pieces in our line through a sustainability lens,” commented Sun Choe, chief product officer at lululemon.
A founding member of the Mylo consortium, lululemon is now part of a group of global companies working hand in hand to offer new innovative materials that respect the planet. Stella McCartney recently presented its first Mylo garments, followed closely by adidas who unveiled its first “Stan Smith Mylo” which should be available soon.
This article was published via AFP Relaxnews.
The post Lululemon unveils the first yoga accessories made from mushrooms appeared first on Lifestyle Asia Hong Kong.


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