Modality, a Swedish fashion brand, is set to introduce its 'Fading Fables' collection at Milan Fashion Week, marking a significant advancement in sustainable fashion. The collection, developed under the creative direction of Sara Rosberg, utilizes Sense-Tex, a biobased 5-fiber yarn technology by Transforming Textiles AB, which has been recognized with a 'Seal of Excellence' from the Materials Connexion lab in New York City. This innovative material not only meets the aesthetic and functional demands of high fashion but also adheres to the ethical and environmental standards increasingly demanded by consumers and regulators alike.
The 'Fading Fables' collection is themed around endangered animals, aiming to spotlight the critical issue of habitat destruction and the urgent need for conservation. Through handmade pieces crafted from scrap fabrics and upcycled garments, combined with prints on Sense-Tex, Modality demonstrates how fashion can serve as a powerful medium for environmental advocacy. The runway show, titled 'Beyond the Claim,' will be enriched with a video showcasing habitat destruction, further amplifying the collection's message.
Aligning with forthcoming EU regulations requiring 10% biobased material in textile collections, Modality's use of Sense-Tex positions the brand at the forefront of sustainable fashion innovation. Sara Rosberg emphasizes the collection's dual purpose: to narrate a story of environmental urgency while proving that sustainability and high fashion can coexist. Accessories by Charlotte Kehler, made from waste and featuring endangered animal-inspired designs, complement the collection, underscoring the potential for upcycling in fashion.
Modality's partnership with Elobina.com for print-on-demand services exemplifies the brand's commitment to reducing waste through smaller production quantities. This approach not only minimizes environmental impact but also challenges the industry's traditional mass-production model. The 'Fading Fables' collection is available for pre-order, with Modality transparent about the extended delivery times due to the complexities of producing Sense-Tex.
With fabric and yarn prices ranging from 21 EUR/M to 32 EUR/M and 47 EUR/KG to 78 EUR/KG respectively, and a minimum order quantity of 1000kg, Sense-Tex offers a scalable solution for sustainable fashion production. Modality's debut at Milan Fashion Week with the 'Fading Fables' collection not only meets regulatory and ethical standards but also sets a new benchmark for the integration of sustainability and style in the fashion industry.
