The story of how a dress made from our noval™ linen fibre made a powerful statement in the world of fashion.
In 2021, we began talks with forest preservation NGO, Canopy Planet, to develop a fashion item for their Circular Chic campaign showcasing Next Generation Solutions that can be adopted and scaled today to save forests and address the interconnected crises of climate and biodiversity loss.
We provided large pieces of nonwoven fabric made entirely from our noval™ 100% linen fibre to the London-based artist Anna M. Stephenson. She converted this fabric, normally destined for specialty cleaning wipes, into an extraordinary pleated, frilly, rococo dress that would be stunning if it were made from conventional fashion fabric, let alone a nonwoven. The dress arrived in our office before the campaign was released to the public, and we got some images of our friend Laura wearing the dress and showing off the details:
The campaign was designed to bring awareness to materials that are pushing the boundaries of sustainability.
Canopy released their “Circular Chic” campaign in November 2021, and the dress which was featured alongside other designs made from sustainable fabrics was modelled by British fashion model Kelly Knox. The campaign was designed to bring awareness to materials that are pushing the boundaries of sustainability. The campaign has been featured in Vogue Business, and the dress is slated to appear in more publications and possibly even on a red carpet somewhere soon.