Slow Fashion For Those Who Care, All In One Place: Momad 2023

We could say that there are two types of eco-conscious consumers when it comes to buying fashion. On one hand, there are young consumers who seek luxury products that are not only of high quality but also exclusive. Since they can't afford these products brand new, they choose to purchase such items from second-hand shops or online platforms that match their style. The other type of consumer is more mature, typically between 40 and 60 years old, and they prefer to wear new, environmentally and socially responsible clothing. They have the financial means to invest in such garments and wish to contribute to positive change. This group is willing to pay more for a quality, eco-conscious product that also has a meaningful story.

To cater to this type of consumer, Momad carefully selects the best sustainable fashion brands at each edition. In the most recent edition, we discovered more than usual, thanks to the participation of Pro-Colombia, which brought fashion designers highly committed to their country's artisans and the planet. Additionally, Momad Talents, a design competition that selects new fashion designers with commercial potential, places a strong emphasis on sustainable values.

SUSTAINABILITY AT MOMAD TALENTS

Two brands immediately catch our attention as soon as we enter MOMAD. Both have been winners of #MOMADTalents by ISEM, a competition that seeks out new brands and fashion designers with innovative proposals, and they have been on the market for a maximum of three seasons. These two winners had the opportunity to present their collections at a stand at MOMAD. Additionally, the first-place winner had the chance to study Fashion and Creativity Management by ISEM.

Matergea is a Colombian slow fashion brand that collaborates closely with local artisans. Their purses and footwear line are crafted using plant-based alternatives to leather made from cactus, as well as recycled options from materials like polyester, cotton, wheat, and corn biopolymers. They also incorporate materials such as tagua (often referred to as 'vegetable ivory'), bamboo, jute, and wicker. For their clothing line, they use fabrics made from hemp, cotton, recycled cotton, eco-friendly dyes, and recycled PET bottles. Nature serves as their inspiration and guiding principle for their innovative, unique, and chic designs.

Sabinis is a Spanish footwear brand that caters to those seeking distinctive and unique shoes. We adore the Mary Jane Acapulco Model, inspired by Acapulco in the 90s, designed to transport you to a world of sophistication and tropical style.

BRANDS THAT BELIEVE IN THE SUSTAINABLE EXPERIENCE

We're delighted to witness the consolidation of the Sustainable Experience area, thanks to responsible brands that continue to participate in this section edition after edition. Moreover, this area is gaining more international recognition.

For Perpetum Mobile, this marks their third edition. Mireia Viladomiu, the brand's designer, shares, "Here, we connect with our existing clients and also make new connections." Their 100% linen collection consistently improves in design season after season. It's admired for its elegance, wearability, comfort, and timeless appeal.

The Austrian brand Fulmarix had a bustling stand throughout Sunday. Buyers were drawn to the fabric used in their collection, known for its comfort, breathability, and wrinkle-free qualities. Paired with comfortable designs, it exudes modernity from morning to night.

German brand Elemente Clemente returns to Momad year after year. "Here, we meet our Spanish clients and encounter new ones. It's always interesting to be here," they share. For Spring Summer 2024, the company surprises with their linen digitally print editions. We like the Linen Artist Jeans Print and the Marble Print. 

Be Monocromo, minimal, sustainable, and elegant, is another brand that caught our attention. The designer explains, "My garments convey energy through the colors of the prints that I personally design." Be Monocromo's style is characterized by minimalism, simplicity, and elegance. The materials used include viscose and rayon, and for swimsuits, recycled materials. "The swimsuits are made from recycled Colombian fabric: lycra and polyester. The shorts are made from Ecovero (...) I can't imagine creating fashion any other way than with sustainable materials," the designer emphasizes.

COLOMBIA AND ITS COMMITMENT TO ARTISANS

At the Pro-Colombia stand, we were captivated by five of the brands participating there.

Lina Osorio's hats are a "must" if you wish to elevate your style while supporting ancestral techniques of Colombian artisans. The designs are exquisitely beautiful. Crafting the most luxurious pieces requires between 3 and 4 days of meticulous work by an artisan. Each hat is a unique work of art, and every one of them is a dream come true.

Our conversation with InfinitaesInfinita was truly eye-opening. The brand's designer demonstrated how sustainability is embedded in every step of the brand's creation process. It's inspiring to witness the thoughtful consideration of sustainability, from materials to production, to minimize the impact on our planet. Textile waste is repurposed for her colorful creations through a responsible company, and the design is meticulously planned to generate minimal waste. "Yet there's always something that can't be reused, which is why we've launched a new project that transforms threads and cuttings into structures for architecture and decoration. These structures also have noise-isolating properties, and we believe they'll become a part of our future homes," shared the brand's designer.

Pineapples is another brand that brings joy. Its designer, Johanna Nodier, proudly declares, "We've come to demonstrate that sustainability can be fun." We adore their lively designs, crafted with organic cotton and recycled polyester. It's a youthful, bold brand that will surely delight daring consumers seeking vibrant colors in their wardrobes.

Amarelle, originally a sustainable swimwear brand, has now expanded its offerings to include Resort wear. Their new line of dresses and kimonos for vacations exudes a classic and timeless elegance, created from organic materials like linen and organic cotton. Their swimsuit collection is sexy and exceptionally vibrant, thanks to exclusive designs crafted from Italian fabrics repurposed from discarded materials that are sure to catch everyone's eye.

Terra is another brand that surprised us with its unwavering commitment to 100% sustainability. "From the very beginning, I was clear about one thing: I couldn't create anything that isn't sustainable or generates textile waste. Moreover, supporting the artisans of my country was essential to my mission," shared Sofia, the brand's designer. The "Colors & Shapes" collection features 100% linen blouses, reversible swimsuits made with Econyl (a fiber derived from PET bottles). The brand also contributes a percentage of its sales to organizations focusing on mental health and environmental causes. "We tailor our garments to suit all preferences. If you like a particular shirt but desire it to be longer, wider, or in another color, we will customize it for you," emphasized the designer.

SUSTAINABILITY AS FUTURE

Despite the turbulent times we are living in, so difficult for the fashion sector in general and for the sustainable fashion sector in particular, it seems that Momad stands tall as a business platform weathering the storm. "When we started this whole sustainability journey, with the Sustainable Experience, it played an important role at that time. And then we realised that we had to let the market position itself... In other words, that these sustainability brands should be positioned in the market without having to be in an incubator. Nowadays, more and more brands are including sustainability criteria in their productions. So I think there will come a point when the level of awareness and implementation of manufacturing processes, use of sustainable materials will be made. I believe that this is the trend, we are all increasingly aware that we have to take care of the place where we live and fashion is one of the most important elements," underlined Julia González, director of Momad, in our exclusive interview with her. 

Highlight Image:
© Elemente Clemente

Words: 
Belvis Soler
Luxiders Magazine