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While Italy’s apparel sector continues to dominate fashion world, the TENCEL™ brand is eager to collaborate with the nation’s designers and participate in local trade shows to support interesting fashion initiatives and promote sustainability.
At this year’s Milano Moda Donna in February, an international event featuring novelties and pret-à-porter collections created by Italian fashion's most prestigious designers, one of the event spotlights was the collection presented by Flavia La Rocca, the winner of the Franca Sozzani Green Carpet Fashion Award for “Best Emerging Designer”. Flavia La Rocca is the founder and designer of her own brand, the values of which are centered on modularity, sustainability and ethical practices. Flavia La Rocca aspires to promote a dynamic, responsible and modern attitude towards clothing.
Her fashion collection, “just Zip and Unzip!”, featured over 10 bespoke designs that incorporated TENCEL™ Luxe Lyocell filament yarns into the fabrics. The positively-reviewed show attracted many high-profile attendees, including leading fashion publications such as VOGUE.
As an eco-fashion advocate, it came as no surprise when Flavia La Rocca made the decision to incorporate TENCEL™ Luxe into her collection. She also used TENCEL™ Luxe Lyocell filament yarns in her winning dress at the “CNMI Green Carpet Talent Competition 2019”.
As an avid supporter of eco-couture, the TENCEL™ Luxe team also took part in Milan’s White Show. In addition to Flavia la Rocca, the team was also invited to the show by Cittadellarte (an Italian art and creativity institution) and The Camera Nazionale della Moda Italiana (an NGO which promotes Italian fashion). Some main topics of discussion at this year’s White Show were sustainable materials, water reduction, and more, addressing the rising demand for eco-friendly items. This opportunity perfectly positioned the TENCEL™ brand to advocate sustainable fashion and increase the brand’s visibility. In addition, Laura Cortinovis, one of Flavia La Rocca’s partner on color dyeing and development of the Green Carpet Fashion Award design piece, also exhibited color dyeing artwork which featured sustainable dyes from RECYCROMTM on fabrics made from TENCEL™ Luxe filament yarns.
In fact, Lenzing had previously partnered with Cittadellarte and Camera Nazionale della Moda Italiana supporting student design projects, demonstrating our commitment to promoting sustainability to different markets through diverse channels.
Collaborating with fashion designers and associations plays an important part in fulfilling the TENCEL™ Luxe brand’s sustainability promise and showcases our serious commitment to greening-up the industry. We will continue to expand our reach in the industry and discover ways to make eco-couture more common, combing style, glamour and eco-friendliness.