MUST HAD FASHION SHOW X ORTOMETRAGGI FILM FESTIVAL
It’s been another physical opportunity to meet and exchange ideas with our community, to holistically brainstorm about Sustainability with an informative and educational approach, to welcome newcomers and engage them with the culture of Circular Economy, and eventually to experience the first official Fashion Runway by Must Had.
THE TALK: MATTEO AGHEMO, MUST HAD CO-FOUNDER, AND ROBERTO CRUCIANI, CONTENT CREATOR
Matteo and Roberto explored the importance of embracing Refashion and attracting interest in the responsible behavior we are supposed to maintain: everything deserves a second chance, because extending the life of a garment means extending the life of our Planet.
In fact, by revolutionizing the way we consume and accelerating the transition towards Regenerative Fashion, we can both lighten environmental impacts (greenhouse gas emissions, consumption of water and energy, discharge of chemical substances, dumping of waste into landfills and incinerators) and avoid the production of new materials.
Pragmatically, we need to Rethink the relationship with our clothes and habits, learning how to buy better and educate ourselves to put into practice Research, Rescue, Repurpose and Revalue. Our own awareness-raising is the first step to have a significant impact and ignite the engine of change, inspire the Fashion Industry to readapt its inner workings and adopt a Circular Business Model able to ‘Close the Loop’ concretely.
“Think of yourself as a curator, rather than a consumer.” – Christine Koh
THE UPCYCLED RUNWAY: CREATIVITY AND INCLUSIVITY ON THE CATWALK
Must Had brands Blue of a Kind Canto Primo Emina Francesca Marchisio Giglio Tigrato Laboratorio Luparia Operamia Peekaboo SaiSei Vuscichè, with the participation of Tessuti Urbani, have all been given the chance to be part of the 1st Fashion Show Must Had has ever organized and introduce to a wider public major pieces of their collections.
In a super evocative setting, completely surrounded by Nature in all its colors, scents and sounds, the Fashion Show was a great occasion to concretely highlight the Preciousness and Uniqueness of Craftsmanship, a collective and collaborative performance where Artistry is emphasized and Creativity of the individual is empowered.
Thus, something even more magical was catching the audience’s eyes: the Beauty in Diversity. Worn by a group of young models of different ages, sex, sizes, origins, backgrounds, cultures, lives, every final look benefited from an ad hoc styling and got enhanced by models’ personality and interpretation.
Although the additional issues - compared to a standard fashion show - to fit multi-sized bodies with sample size looks hardened common backstage workings, however, the successful result confirmed the feasibility. Everyone can feel appropriately represented, all body types can fit if the creative direction is committed to it. Inclusivity can be guaranteed and Sustainability is not overlooked under any circumstance.
Ortometraggi Film Festival really gave Must Had a social and community occasion of support to reiterate - both theoretically and pragmatically - the crucial importance of Fashion Circularity and the several benefits of upcycling, bringing real stories of craftsmanship and creativity into the catwalk.
Further, Ortometraggi Film Festival helped to amplify Must Had message “everything deserves a second chance” so much that, in the hope of a brighter future, it might become the daily message of all of us.
“Ethical and sustainable fashion is not a product. It’s a practice. Everyone is invited to participate. There’s no obligation to buy. And you can get started right now. Today.” – Elizabeth L. Cline