Material Passion 

I, Moon, want to tell you about a night when my light illuminated an extraordinary discovery.

In a small coastal town, a couple of artisans worked hard in their workshop. I had been watching them for months, fascinated by their dedication to the ancient textile arts. That night, however, something changed.

The woman, with hair as silver as my glow, unearthed an old book from a chest. Her companion, with eyes bright with excitement, approached her. Together, they leafed through the yellowed pages, whispering in amazement.

I drew closer, curious about their discovery. The book contained forgotten secrets of natural dyes, ancestral techniques believed lost in time. The artisan couple looked at each other excitedly.

I watched them night after night as they experimented. They collected wool from ethically raised sheep and alpacas, carefully separated linen and organic cotton fibers. Their hands worked skillfully to create fabrics that seemed to come alive under my light.

I saw them dye the fabrics with love. The colors that emerged were deep and rich: intense navy blues, blacks and grays that reminded me of my own nocturnal tones.

One night, the artisan duo took old wool and colored it. As they dyed it, everything changed before their eyes and a shade appeared that seemed to capture the essence of several seasons.

I saw them smile as they embraced in silence. They had created a recycled wool that looked like no other fiber. It was a magical material.

Soon, the workshop was filled with garments that seemed destined to last for decades. Each piece told a story: that of animals cared for with respect, of lands cultivated with care, of artisans working with passion.

The couple worked in harmony with nature, honoring the cycles of the Earth and my phases, creating garments that, as I heard them say, “can be worn effortlessly for the next 20 winters”.

I, Moon, smiled to see how this ancient art was reborn with a renewed purpose. For in each garment created, in each material, a promise shone: that of a future where human creativity and the wisdom of the Earth were intertwined in perfect harmony.

And so, night after night, I continue to illuminate their workshop, a silent witness to how these guardians continue dreams with threads full of consciousness.

Process

At Loona, we have once again invited Sono to demonstrate that style and environmental responsibility can coexist in perfect harmony.

This new Collaboration, which presents the Autumn-Winter 2024 collection of the independent British brand, is an example that, more than a passing trend, conscious fashion is a lasting commitment to our planet and our future.

Founded in 2004 by Stephanie Oberg and Simon Homes, Sono has become a benchmark for ethical and sustainable fashion. Their philosophy, rooted in creating durable and timeless garments, aligns perfectly with Loona’s vision.

“They are pieces for a lifetime”, says designer Simon Homes, a statement that summarizes the essence of this Collaboration and resonates strongly in a world that urgently needs more responsible consumption.

In the AW 24 collection, each garment has been conceived with a clear purpose: to offer style, comfort, and durability, without compromising environmental values. From sophisticated trousers to cozy coats, each piece tells a story of innovation and respect for the planet.

The selected materials also reflect the firm’s commitment to sustainability. Venetian wool, organic cotton, linen, and organic merino wool are just some of the carefully chosen raw materials that make up this line.

Another aspect we highlight from this Collaboration is Sono’s focus on transparency and traceability. Each garment comes with detailed information about its origin, manufacturing process, and certifications. The fabrics are dyed according to the Oekotex 100 standard, which guarantees they are free from harmful chemicals and have a low environmental impact. Even the buttons, carved from corozo nuts, are an example of attention to detail and commitment to sustainable materials.

The collection encompasses a range of garments from essential basics to coats. What unites them all is their creators’ commitment to ethical and sustainable production processes. For example, the wool and alpaca come from ethically raised animals, with GOTS certification, and the holistic regenerative grazing process used not only protects pastures but also contributes to reducing carbon emissions and fosters biodiversity.

An innovative element in this collection is the use of recycled wool. This process involves washing, shredding, re-spinning, and dyeing old and unwanted wool, giving it new life and significantly reducing textile waste. It’s a perfect example of how fashion can adopt circular economy principles without sacrificing style or quality.

Our Collaboration with Sono —the 40th on our platform and the seventh we’ve done with them— goes beyond simply presenting a fashion collection. It represents a call to action for the industry and consumers.

As Stephanie and Simon have previously expressed: “We want people to start loving clothes for longer, to gain confidence in the way they look and to lose the constant need to consume more.”

This collection also represents an invitation to rethink our consumption habits. Each piece has been designed to last, both in style and quality, allowing consumers to build a timeless and sustainable wardrobe. As they state: “We don’t design just for this summer, these garments can be effortlessly worn for the next 20 summers.”

The brand’s creative process, described by them as “a balance between experienced minimalist design and an intuitive and passionate decision-making process, within an ethical and ecological boundary,” is clearly reflected in each piece of this collection.

The silhouettes are both contemporary and classic, designed to transcend passing trends and become timeless pieces in any wardrobe.

The colors chosen on this occasion also speak to this timeless approach. Deep tones like navy blue and black combine with warm grays and subtle stripes to create a versatile palette that can be worn season after season.

Attention to detail is also notable in elements such as stitching and buttons. Knitwear, for example, is made by a team of expert knitters in Kent, which also supports local communities and preserves traditional craft techniques.

In addition to acquiring high-quality garments, by choosing a piece from this collection, you are joining a broader movement towards more responsible and conscious fashion. As Sono has expressed: “The planet couldn’t cope with that even when there were only two seasons a year. Now there are thousands of collections. I think this ‘refresh culture’ is really harmful and people think that they will need a new look and another and another and another… This ‘attention span’ has become so damaging that we have to look the other way.”

In a world where fast fashion has dominated, Collaborations like this demonstrate that it’s possible to create beautiful and functional garments without compromising ethics.

It’s a reminder that true elegance lies in consciousness and respect for our planet. Through this Collaboration, we invite you to be part of a brighter and more sustainable future of fashion. Welcome.