by Valeriya Chudarova
Parisian fashion house Vionnet has teamed up with British visual artist Marc Quinn to create a surf-inspired sustainable capsule collection. It was launched exclusively in a pop-up store at Selfridges and online on 7th May.
Sustainability has been in particular interest for the few past years, with the fashion industry being the second most polluting in the world. Textile waste, toxic chemicals and water pollution have been among the most discussed problems. The idea behind the new Vionnet and Quinn collaboration is to increase awareness of the extent of ocean pollution; an issue that is also close to the heart of Selfridges, who actively promoted sustainability and rethinking consumption through the “Material World” project back in 2017.
Half of the money from sales will be given to Parley For The Oceans, an organisation that helps to prevent destruction of the oceans, and to Ambiente Europeo, which promotes awareness of waste-free seas in the Mediterranean. Vionnet Creative Director Goga Ashkenazi underlines that “the materials used are made from the plastic found in the ocean. Every time you buy a piece, you will be doing your part in cleaning it”.
Marc Quinn has put a heavy emphasis on the destructive relationship between human and nature in his works. Ashkenazi has clearly been influenced by Quinn’s “Raft Series” that featured paintings and sculptures made up of swatches of crushed plastic bags symbolizing how human consumption can be harmful. “Raft Series” pieces are full of bright yellow, blue, pink and red colours that became the main print theme of the collection, which is made solely out of sustainable materials like eco-leather, recycled plastic, cotton poplin and terrycloth.
The pop-up store located on the 2nd floor of Selfridges also reflects an eco-friendly vision, utilizing materials such as bamboo, wood and aluminium and also invoking the spirit of the ocean with surfboards installed on the surrounding rails.
Prices range from £55 for a belt to £1,605 for a silk-satin dress. The collection varies from belts and t-shirts to pants and dresses. It also features sunglasses made from 100 percent recycled plastic, produced in collaboration with Sea2see.
Marc Quinn already has a long-established relationship with Selfridges. Back in 2011, the creator of the famous Kate Moss gold sculpture in a yoga pose released his special collection of t-shirts and accessories inspired by his Orchid paintings and Irises series, as well as being the mastermind behind the giant snow globe installation for the Selfridges Christmas window display. Fashion and art are two fields of enormous creative expression and their collaborative decision to take an eco-friendly route can help make today’s world a better place.
Images via Selfridges