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    Stella mccartney launches third edition of ‘future of fashion’ material innovation installation for the first time in the middle east at dubai design week

    Tue, May, 16, 2023
Stella McCartney’s “Future of Fashion: An innovation conversation with Stella McCartney” exhibit is launching at the eighth annual Dubai Design Week, the Middle East’s leading fair for original and high-quality design. The outdoor installation will be hosted at the Dubai Design District (d3) between building 9 and 10 and is open to the public from 8 to 13 November. Following successful exhibits at COP26 in Glasgow and Salone del Mobile in Milan, this third Future of Fashion edition is brought to life in partnership with Chalhoub Group.

The evolving and travelling installation leverages Stella McCartney’s current achievements to inspire future actions more conscious of the planet, people and our fellow creatures. The Dubai Design Week 2022 theme, “DESIGN WITH IMPACT”, also focuses on creating a more sustainable future through fashion, art, design and architecture.

“We have been using fashion and design to start conscious conversations since day one at Stella. I am so proud to see over 20 years of material innovation brought to life in our Future of Fashion exhibit during Dubai Design Week – from my Frayme Mylo™️ mycelium bag to regenerative cotton, which actually restores Mother Earth. Shaped like my new S-Wave symbol, this travelling installation brings together the most pioneering products from our past and present to inspire a nature-positive future; not only in fashion, but for our planet,” says Stella McCartney.

Furthermore, Camelia Georgescu, Vice President of Fashion brands at Chalhoub Group, commented: “We strongly believe in creating an impact through integrating sustainability at the core of our business and providing our customers with products consistent with a circular economy. In our efforts and commitment to support our partners in achieving their sustainability strategies in this region, we are excited to bring a glimpse of Stella’s world to our customers and are proud to have brands such as Stella McCartney within our Group portfolio.”

The Future of Fashion installation invites the world to discover the limitless possibilities of material innovation for creating a more nature-positive market. Guests can explore curated items from Stella McCartney’s over two decades of conscious leadership, such as the Frayme Mylo™️ bag – the world’s first-ever luxury bag crafted from mycelium, created in partnership with Bolt Threads and nestled amongst a central mushroom garden. Other focal areas are vegan, mycelium, regenerated and plant-based material innovations. Highlights include: a sound booth playing music created from fungi; windows allowing guests to touch and feel materials; and frames of recycled and recyclable acrylic with natural imagery.

The space combines cutting-edge fashion and design, modelled after Stella McCartney’s S-Wave – a new symbol representing the brand’s commitments to circularity, material innovation and balance with Mother Earth. The shape is inspired by the beauty of DNA strings, soundwaves and nature’s sacred geometries, and appears in the designer’s current and upcoming collections.

All materials from the exhibit will be repurposed for future activities, reducing its environmental impact. Future of Fashion is aligned with the Terra Carta – the guiding document of the Sustainable Markets Initiative (SMI), of which Stella is a member and was launched by King Charles III whilst he was the Prince of Wales. The SMI encourages collaboration, innovation and puts sustainability at the heart of the private sector.

“Future of Fashion: An innovation conversation with Stella McCartney” will be open to the public daily from 8 to 13 November. Discover more in-store at Stella McCartney boutiques in Mall of the Emirates and Dubai Mall new store located in the Fashion Venue.
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