By Madre Natura, a pioneering Australian slow-fashion label, teamed up with the innovative creative agency Orphan to make a groundbreaking debut at the 2024 Australian Fashion Week. Together, they presented the world-first ‘The Last Season Collection,’ a move that has been hailed as both bold and revolutionary.
Breaking Fashion Week Norms
In a striking deviation from the norm, Madre Natura did not showcase a new collection. Instead, they launched their previous season’s collection on the runway, an unprecedented move in the global fashion industry. This decision was driven by a commitment to sustainability and reducing fashion waste. As Australians discard 500 million kilograms of clothing into landfills annually, Madre Natura aims to mitigate this environmental impact by ensuring every piece from their last collection is sold before introducing new items.
Innovative Presentation
The collection was not just a statement on sustainability but also a technical marvel. The show was streamed live on TikTok, allowing viewers to shop the collection in real-time. A backstage control room managed the creation of 10-second shoppable ads for each garment as it appeared on the runway. These ads were immediately broadcasted, engaging a broader audience and helping the show go viral.
Industry Impact
The approach garnered significant attention and praise:
- Sydney Morning Herald highlighted the novelty of old clothes on the runway.
- Refinery29 emphasized the sustainable label’s daring move.
- Broadsheet called it the most daring show at Fashion Week, showcasing “absolutely nothing new.”
Voices Behind the Innovation
Ant Hatton, founder of Orphan, emphasized the agency’s goal to create work that is both compelling and persuasive, hoping to inspire sustainable purchasing and production practices within the fashion industry. Hans Berents, co-founder of Orphan, aimed to challenge industry norms and spark a global conversation on sustainability, driven by a vision of a brighter future for the planet and the fashion industry.
Jackie Galleghan, founder of Madre Natura, expressed that while showcasing a new collection on a major runway was a long-held dream, the concept presented by Orphan was too aligned with their brand ethos to pass up. This collaboration not only set them apart at Australian Fashion Week but also solidified their commitment to action over mere rhetoric in the sustainability conversation.
A New Paradigm in Fashion
By partnering with Greener, Australia’s leading clean-tech startup, Madre Natura and Orphan underscored that fashion can be glamorous without compromising the planet. ‘The Last Season Collection’ has not only redefined how fashion shows can operate but also set a new standard for sustainable practices in the industry.
This initiative reflects a growing movement within fashion to prioritize ethical production and responsible consumption, offering a promising model for other brands to follow. The success of this event suggests that the future of fashion lies in innovation that harmonizes style with sustainability.
