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It seems that the fashion business is reviving again and, in this sense, sustainability is a mandatory selling point for some retailers. The figures prove it. According to the British newspaper The Guardian, the sustainable fashion market is growing rapidly and is expected to reach 9.8 billion dollars by 2030, which shows that there is a growing demand for sustainable fashion products.
We arrived at Momad with the intention of discovering new sustainable fashion brands for our wardrobes. Once again, Spanish ethical fashion brands show us that the future is optimistic and responsible. Designed and "made in Spain" is a guarantee of success. The democratic pricing offered by Spanish fashion brands is also a good argument to sneak into the wardrobes of those fashion consumers around the world who want to stop buying for the sake of buying, but buy fashion with a positive impact on the environment and the local economy. Why is it mandatory? Because the fashion industry is responsible for 10% of global greenhouse gas emissions, contributing to global warming and climate change; because the production of clothing requires large amounts of water, energy and natural resources, leading to the depletion of these resources; because the textile industry is one of the biggest sources of water pollution, due to the release of toxic chemicals during the production process; and because fast fashion is based on the exploitation of workers, mainly in developing countries, where very low wages and inhumane working conditions are happening.
We sat down to talk with Julia González, Director of Momad, who edition after edition tells us how its commitment to sustainable fashion is intensifying: "The sustainable part is becoming more professional. We have gone from having grouped participations under associations and entities, to the independent participation of sustainable companies that want to show themselves in a certain way. Indeed, in this edition more sustainable companies are participating, there are more attractive garments and, what we also like, is that there are sustainable products for all sectors, from fashion to work to fashion for the party".
Our agenda is full of appointments. There are several brands that capture our attention. In addition, the fashion shows follow one after the other and, although there is not one specialised in sustainable fashion, we have seen that there are names of sustainable fashion brands on the calendar that we want to see live.
At the last edition in February, MOMAD 2023, more than 300 fashion, footwear and accessories brands presented their collections for Spring Summer 23 and Autumn Winter 23-24. The traffic of visitors was very dynamic. We witnessed a high level of international participation. "Companies from 14 countries came. There is an increase of 55% of international buyer visitors from 59 countries compared to the last edition" - the press release states.
"The exhibition offer is well structured, there is a wide range of products from various sectors and this attracts more visitors. I see more design, more elaborate collections, more colour and the visitor appreciates that" - says Julia González. She goes on saying: "The program of conferences and the catwalk also offer visitors a recipe or a pill of something new that they can implement in their business on their return to create more loyal consumers". Among the sustainable fashion designers "made in Spain", we found several brands that caught our attention.
Years ago, Perpetummobile discovered a closed warehouse in the centre of Barcelona with damask, floral and striped fabrics that had once been used to line mattresses and upholster furniture. The social enterprise used them to make articles and home accessories. At Momad, Perpetummobile presented two collections of clothing, using not the original fabrics but printing those that had proved to be best sellers. Their aesthetics, prints and colours make up the precious universe of Perpetummobile, one of the brands on our Spring Summer 2023 Wishlist.
Laüd Recycled is a sustainable footwear brand made in Spain: "At Laüd Recycled we are committed to circular economy, local economy, transparency, sustainability and fashion", says Oneida Román, the company's director.
For their collections, they use "as many recycled materials as possible (currently 80%), which we combine with vegan leather. The sole of the sneakers also includes the organic material of coffee. This coffee is extracted from the recycling of coffee capsules, thus reducing the use of other virgin materials".
We already knew it. We have been following the trail of this 100% ecological and electric brand for several editions. Its wonderful colours, undoubtedly the main hallmark of the brand, are created manually in a natural way thanks to a process controlled in detail by Patricia Chao, its designer. Handmade cuts, 100% organic cotton even in the thread and labels. Tartaruga is, without a doubt, our go-to brand for the fresh summer look. "We are now launching a new collection of gold-plated accessories that we have created in collaboration with women from disadvantaged groups working from home in Brazil. Part of the sales goes to help children, so they can go to school, for books..." - Patricia Chao tells us.
We also really liked Vaicana. They call themselves "sustainable fashion for conscious women". "We work with KM0 suppliers and national distributors to promote the local economy and reduce the carbon footprint related to transport". They design garments in 3D to reduce waste from failed prototypes. In addition, they reuse fabric scraps generated in the cutting process to create new products. It is also important that their fabrics have several certifications, such as V-Label for their 100% vegan fabrics, Oeko-Tex Standard 100, which certifies that there are no harmful substances in the fabrics or in the manufacturing stages of their products; and Global Recycled Standard, an independent certification that accredits fabrics with recycled content, chain of custody, social and environmental practices and chemical restrictions.
You could call it magic. Inspired by abstract art and Japanese culture, Makanuda moulds mainly loose wool and silk fibres to create one-of-a-kind pieces that captivate with their volumes and unusual designs. The artist seeks balance in each piece, creating unique and seamless "wearable art". Her aim is not to satisfy the masses. She distances herself from the speed of modern society. She aims to satisfy select customers who appreciate craftsmanship, quality natural materials and ethical fashion against overproduction and labour exploitation.
Fulmarix caught our attention. At Momad they presented two brands under the Austrian company's roof: "Ikikiz is a Turkish beachwear brand that we represent in the EU; Fulmarix is our brand, whose models are designed in Austria and produced in Turkey". Both brands are sustainable. Fulmarix knows that protecting nature means protecting ourselves. Therefore, their biggest inspiration is to establish their core philosophy by embracing the sustainability movement, ethics and understanding of slow fashion.
Simply wonderful. Greek brand Sirene Egeenne's Resort collection transports us to summer through their line of swimwear created with Econyl. The design is dreamy. Sirene Egeenne's dream is to present a carefully curated collection, composed of timeless and simple pieces, with a clearly identifiable aesthetic that transcends trends and seasons. The use of natural and regenerated fibres, as well as the avoidance of plastic and toxic substances, are the firm's primary objectives. All collections are designed and manufactured entirely in Greece by local artisans in a fair and healthy working environment. For Anna, owner of the brand, "Momad Madrid 23 was a promising and interesting experience. The fair made it clear to us that the brand's three essentials - sustainability, ethical trade and local manufacturing - will take it to the forefront."
Elemente Clemente arrives from Munich (Germany) to show off its honest fashion. Simple, timeless and created mainly from organic materials, this fashion label is on our list of everyday favourites. There, Oliver says, "we have been working from the very first minute in the field of sustainability". Designer Marie Kellermann has been inspired by abstract artwork and sustainable lifestyles to create her new pieces, made from untreated fabrics and organic wool. The fresh natural look is made possible by the environmentally friendly printing and dyeing techniques that Elemente Clemente is constantly developing. The production is made with organic cotton and controlled, boiled organic wool, which has been obtained without scouring. As the company's managing director Clemens Dörr says, "almost no chemicals are used. In addition, the Tunisian plant generates 60% to 80% of its energy from photovoltaics.
Sepiia is amazing, as they sell t-shirts that repel stains and won't wrinkle. Fede, the CEO of the brand tells us about what they do: "We make fashion garments with technological and sustainable fabrics to make your life easier while helping you reduce your impact on the environment. Our shirts are made from a fabric that repels stains and won't wrinkle. We produce it all in Spain and Portugal".
At Sepiia, sustainability is in their DNA throughout the product life cycle. "We could fill 2,000 Olympic swimming pools with water we have saved and drive around the world 30 times with the CO2 we have saved since 2017". Right from production, they save 98% of water and 51% of CO2 compared to the same garment in conventional cotton.
According to Fede, "It was the first time we participated in MOMAD and the experience has been very positive. It has allowed us to meet many clients and get to know many friendly brands, and we will be back again for sure".
MOMAD23 will hold its next edition from 15 to 17 September 2023. It will showcase the latest proposals and trends for the autumn-winter 23-24 and spring-summer 2024 collections.