Evelyn Mora wants to open up fashion events to the masses, and she’s using 3D to do it! “I wanted to focus on building a testbed to test the new innovations and try to implement them into the fashion industry powered by interdisciplinary professionals. “ TEEN VOGUE Varsity, The magazine of UNIVERSITY OF CAMBRIDGE What an inspiring digital fashion week looks like Can digital really be the future of fashion week? “One city which is leading the way in this space is Helsinki Fashion Week (HFW), which has been making waves in the industry since its debut in 2016. Over the past four years, it has continually set the standard of what it truly means to be sustainable in fashion. Now, in our current online-only world, it’s adapting further to our digitally focused lives.” HOW HELSINKI LEADS THE WAY FOR DIGITAL FASHION WEEKS “Fashion at the Finnish capitol has always been about more than just great clothes. Since its debut in 2016, the five-day HFW has led the way when it comes to sustainability and accountability in the industry. Digital sustainability is just one of the many eco-friendly initiatives HFW was founded upon. Each designer and brand that shows in Helsinki is carefully selected based on a holistic evaluation process that includes inspecting brands’ supply chains and their end-of-life management plans and business models.” 5 Digital Trailblazers Discuss Fashion’s Virtual Future “On the heels of the world’s first digital fashion weeks, we speak to some of the industry’s most exciting digital innovators – From SHOWstudio to Helsinki Fashion Week – to see whether fashion’s new reality is set to be a virtual one. Are Digital Fashion Weeks Really More Sustainable? “There’s a very big misconception that when you go digital, it’s automatically sustainable,” Evelyn Mora, founder of Helsinki Fashion Week tells Vogue. “But that’s really not the case. It’s really important to understand that.Having our [digital] footprint measured and compared to physical events will give us a lot of information on how to do things differently,” Mora explains.” “It’s all about putting your values first,” the event’s founder Evelyn Mora told Clare recently on Episode 1 of the Ethical Fashion Podcast – listen here. “Let your values lead you. That is difficult, that is challenging, but I ask myself: what kind of reality do I want to contribute to.” We asked 8 women championing sustainability to answer one burning question each “As the founder of a sustainability-focused fashion week, Evelyn Mora understands the complexity of that buzzword better than most. “There is a real need for change, and sustainability as a word is ruined because it means everything yet nothing at the same time.” – Pahul Bains “Mora argues that the cyber fashion week is not an alternative or a secondary way to do things, but “a new way and a different way” to look into the future of fashion, especially in cyberspace. “If you have your physical collection, you have a strategy there, you shouldn’t necessarily copy and paste it to the digital world and have a digital twin of that specific garment necessarily, but you can approach a digital opportunity as a completely different strategy,” ” “На чем же нам следует сосредоточиться? На сокращении вредных выбросов как в случае с физическими шоу, так и с виртуальными, что бы это ни значило — меньше самих показов и путешествий, переход на возобновляемые источники энергии и так далее. «Не думаю, что диджитал способен навсегда вытеснить реальные мероприятия и наоборот. Тут необходим баланс, — подводит итог Мора. — А наша главная цель — сделать и то и другое максимально экологичным».” “大愿景（Big Vision）使3D社交网络专注于使数据民主化， 该项目由赫尔辛基时装周创始人Evelyn Mora制作并担任创意总监。 “No creo que lo digital pueda desterrar al desfile físico ni viceversa; es un equilibrio”, concluye Mora. “La clave es que lo hagamos de la manera más sostenible posible”. 「很多人誤解數位化後就自然而然永續化了，」 “It’s important for companies to be able to communicate the development and the process of becoming more sustainable. Creating impact is the key. Greenwashing is happening and it is very misleading.” “Reusing and repurposing garments is front and centre at Helsinki Fashion Week. Founder Evelyn Mora says the event only features “designers who have implemented sustainability into their core business”. It evaluates this by looking at criteria from raw material sourcing and fibre production to end-of-life management and brands’ mission and business models.” Vogue Business, February 2020 通过将人们聚集在一起,同时引领后代进入⺴络空间,这个虚拟 “As an event, we are very unconventional. We are taking our audience to cyberspace,” said Evelyn Mora Founder of HFW, which made its debut in 2015 to spotlight sustainability. – WWD DEZEEN: ”Things are going to change. In the near future, maybe two to three years latest, it will happen for sure,” said Mora. “The companies have to go where the money is, and that’s where the consumers are – they are changing their minds and they’re starting to be more conscious.” Read the article here. DEZEEN: Designers presented looks that brought together innovative new textiles, recycled materials and ethical manufacturing practices. Evelyn Mora has selected the five designers that most inspired her: Read the full article here. “First of all, it starts with the event itself,” Evelyn Mora tells me, who founded Helsinki Fashion Week – the first recognized sustainable fashion week.“When you start producing a fashion show or week you need to make sure that the production partners are the right kind of companies. It would have been easy for us to partner with big businesses, but they’re inherently not sustainable.” “In terms of sustainable development, we are basically the leader. For Finland, this is a very natural thing. Other fashion weeks follow us, I never thought that this day will come. Some people say that we should protect our identity, but our purpose is to share and motivate. Sustainability is not your own, but we must work together and strive to achieve the right level of ethics. Mora, who founded Helsinki fashion week, said designers often asked her whether creativity is an obstacle to sustainability. For her, they are not mutually exclusive: “Innovation to me is no longer about travelling to the moon; it is about finding something new in the old. “Fashion has an influence on the most remote corners of humanity and our planetary home. We don’t exist in a detached bubble, but, instead, we are all the very architects who together help weave the vast and colorful web that connects us all. And from what better position than ours to adopt a new mindset,” said Evelyn Mora “I think the biggest challenges right now to a more sustainable future is a lack of action and greenwashing”, said Evelyn Mora, Consultant and founder of Helsinki Fashion Week, who also cites initial risk and investment as obstacles for greater action. Mora, in between speaking on panels anticipates the upcoming Circular Fashion Summit in Paris, along with the publishing of her first book, “The Trouble Maker” next year which will detail her trail-blazing sustainability efforts. – She calls for deep dives into production processes to see what makes fashion truly green.” – WWD November 2019 Sustainability Category Europe Stage Warsaw University of the Arts Helsinki Fashion Tech Africa Extinction rebellion Fashion tech summit Universo MOLA Sustainable Ethical Fashion Hub DDIGITT Nordic Talks Kering sustainable network 6th of NOVEMBER 2019 KOLI FORUM FLANDERS DC – Paris Fashion Week Calendar Finnish Institute in London Future Collective India Circular Fashion Summit URBAN ALGAE MICROFOREST, 2019 The Nobility House and our experimental algae curtain installation cleaning the air.The HFW Urban Curtain for the Nobility House is made of 100 modules each containing 10 liters of photosynthetic microalgae. The module of the curtain capture the same amount of CO2 as a mature tree transforming the urban building into a biotechnological micro forest. ECOVILLAGE CONCEPT, 2018 Silo 468 nature simulating algorithms refreshresponding to parameters such as wind speed,temperature and snow. FASHION WEEKS ARE TAKING STEPS, BIG AND SMALL, TOWARDS SUSTAINABILITY Read the full interview of Evelyn Mora, Founder of Helsinki Fashion Week, Caroline Rush CEO of British Fashion “In 2018, what is fashion week actually for? Is the old system tired & old-fashioned? Has it lost its purpose and reason for being? If so, what sorts events do we want to see take over? Do we need sustainable fashion weeks?” Read the full article here.< LATEST NEWS >
I ATTENDED HFW AS AN AVATAR
“But Mora says the mission of the fashion week isn’t just to be sustainable, it’s also about the experience. It’s definitely less expensive for the industry to do a 3D show. But what people need to understand is that it’s not about being less expensive or more sustainable, because that is not the case. It’s about how you leverage those tools, and the approach that you take on the online platform, and the impressive reach.”
“Consumers can access the online content via Instagram and at digitalvillage.io. “No filters, no facades, only collaboration and transparency”, writes Evelyn Mora, Founder of Helsinki Fashion Week.”
“Helsinki is the first time a fashion week has created and sold digital versions of every piece, so it’s too soon to know how commercial this will be.”
“Digital is not there to copy/paste what you do in real life,” says HFW founder Evelyn Mora, who is also founder of the Digital Village.
“Fashion has an influence on the most remote corners of humanity and our planetary home,” Mora said. “We don’t exist in a detached bubble, but, instead, we are all the very architects who together help weave the vast and colorful web that connects us all.”
BBC Business World News TV
LIVE, Paris Bureau.
January, 2020
世界正在庆祝一种新型的连通、自由、文化和社区。“我们希望加
强自己的数字社区,并建立一个虚拟世界,在这个世界中我们可
以做得更好,并且在不受物理世界限制的情况下不断发
展。”Evelyn Mora说道。VOGUE CHINA
Harper’s Bazaar UK, March, 2020
It’s also about people, we have to be sustainable in the way we treat others and get the job done.” VOGUE CHINA, August 2, 2019
It’s finding something new in the old’: how fashion can confront the climate crisis. – The Guardian September 2019
Read the full article from Forbes USA, June 30, 2019
< LATEST ACTIVITY >
Speaker “Digital Fashion, An Epic Paradigm Shift”
21st October 2020
Visiting Industry Expert on the Creative Business and Entrepreneurship Program
7th of October 2020
IG Live talk- Tech opportunities “Blockchain, AI, AR, 3D” and the digital village.
4th of September 2020
IG Live talk- Climate and ecological emergency: Is digital fashion enough to make fashion
sustainable?
3rd of September 2020
Short keynote in the summit “The Digital Metaverse of Fashion, Digital Village”
5th of September 2020
VoyConMolla interview- The future of digital village, Latin design and awareness of
sustainability.
11th of September 2020
Summit speaker – “The possibilities of technology in the fashion industry”
22nd of October 2020
DDIGITT Behind the Seams recording – 3D fashion, digital fashion shows, extended realities
“The New Realm for Fashion Experiences”
29th of September 2020
Webinar speaker- Raising awareness for sustainable fashion, environmental and social impact.
30th of September 2020
Presentation about digital innovation.
September 2020
3rd of March 2020
The Ministry of Agriculture and Forestry
HELSINKI, FI
Lecture about UN SDG and consumer behaviour.
VOGUE India
MUMBAI, IN
Lecture about consumer expectations, brand communication and information sharing guidance as a publication.
Lecture about opportunities of
Nordic Collaboration and using fashion as a tool.
Link to presentation here.
FASHION FOR GOOD – Colour Talks: Painting a Brave Path Forward for Fashion. Presentations and insights from Fashion for Good’s innovation landscape.
Amsterdam, NL8th September 2019
UNITED FASHION EU- ANTWERP, BE
Mentoring and leading a workshop about Circular Fashion
19-22nd OF NOVEMBER 2019
Consulate Generale of Finland in New York.
Co-host and Moderator of Symposium “Sustainability and Cultural Influences”
New York, USA
6th September 2019
Ministry of Economy and Employment of Finland
Lecture about EcoVillage concept.
Link to presentation here.
Co-host and Moderator of Symposium
“Luxury, Sustainability and Mindfulness”
Paris,France
30th September 2019
Co-host and Moderator of Symposium
“Sustainability and Creativity”
London, UK
16th September 2019
HELSINKI FASHION WEEK
Designer Residency Programme
20-26 of July 2020
Digital development of the event
platform launching 27 July 2020.
Mindfulness and Meditation workshop
Delhi,India
February 2019
Host of the summit.
Paris,France
September 2019
Read the entire EcoVillage e-book here.
“The Nordics are already leaders in sustainability – Helsinki Fashion Week also billing itself as green but with
a 360 – degree sustainable experience”
Council/London Fashion Week and Cecilie Thorsmark CEO of Copenhagen Fashion Week from the link below.
Go to WWD.com
Read the full article here.
Podcast Ep. 52, DO WE NEED SUSTAINABLE FASHION WEEKS?