Good news: Your favourite Prada handbag is now available in an innovative recycled nylon. The brand’s latest release of women’s and men’s ready-to-wear and accessories has been realised in ECONYL, a material created from recycled fishing nets, ocean waste and discarded textiles. First released in June 2019 by Miuccia Prada, the Re-Nylon capsule promotes the use of eco fabrics and fibres, which, through a process of depolymerisation and re-polymerisation, can be recycled indefinitely. What’s more, the collection will be shown as part of an immersive installation at the Selfridges Corner Shop from 17 August.
The Prada Re-Nylon immersive in-store experience at Selfridges
Customers can expect a captivating experience at the Oxford Street flagship, featuring clips produced by National Geographic, video wallpaper and animations. Those visiting are invited to learn more about the making of the Re-Nylon collection, and large-scale projections will be shown throughout. Adhering to the Prada DNA, the display is entirely in black and white. Selfridges’s executive buying and merchandising director, Sebastian Manes, tells British Vogue: “The Prada Re-Nylon Corner Shop will be the synthesis of the vision, creativity and sustainability of the Re-Nylon concept and will also bring to life the commitments of Project Earth, and our ambition to change the way we shop,” he explains. “Craftsmanship is the essence of product – and sustainability is its future.”
The Re-Nylon launch is part of a wider sustainable initiative at Selfridges, Project Earth, which is an element of the brand’s commitment to environmentally friendly and ethical practices. The manifesto builds upon its ongoing dedication to sustainability that has taken place for more than a decade, and the latest step will see the store collaborate with more than 300 “change makers” who are focused on shifting the landscape of the fashion industry. It has been conceived under three key goals – materials, models and mindsets – all of which contribute to the overall vision of the project. As Manes says, “At Selfridges, sustainability has been central to our business for the past 10 years, and Project Earth will drive us to achieve our ambitions over the next five. We’re proud to be doing this with a group of diverse, innovative collaborators… Right now, the industry has no choice but to shift.”
Sources from: Vogue