CURRENT

COLLABORATION

PRESENTS

SONO SS23

The Summer of the Moon

I, Moon, want to tell you about a day when I watched a group of fishermen from afar, standing by the sea.

I was particularly struck by the clothing some of them wore: it was white and blue and made from natural materials like wool, linen, and hemp. The careful craftsmanship of the garments revealed the skill and dexterity of the artisans who made them.

As I looked across the other side of the coast, I was surprised to see some people dressed in rags. I was saddened by the fact that they couldn’t dress like their neighbors who, in contrast, wore well-crafted clothes. Even though they worked hard to make a living, building and repairing boats, collecting fish and shellfish, life seemed to unfold in a completely different way on the other shore.

Aware that I could use my powers to help, I decided to create beautiful garments for the fishermen. So one night, I used my abilities to create a beautiful outfit for each of them, using the best materials. I wanted to provide them with freshness and comfort with a design they could wear for a lifetime.

Later, in a dream, I called out to the fishermen and instructed them to come to the shore of the sea. They were surprised by what they saw: the outfits I had created for each of them were floating in front of their eyes. They waded into the water and took them. They were very grateful to me for my generosity.

The fishermen were able to wear their new outfits and, in doing so, were filled with happiness. Soon, a feeling of fraternity reigned throughout the area. The fishing village now had just what it needed.

I was happy to be able to help them live an unforgettable summer.

PROCESS

“Fashion is a form of art, a way of communicating ideas, feelings, and emotions”, say the designers behind the independent British fashion brand Sono, Stephanie Oberg and Simon Homes, whose latest collection represents a new beginning for them, “a spring after a long winter of isolation due to Covid,” as they define it.

For Loona’s Collaboration 26, we have once again invited these designers to collaborate with our platform, with whom they have become undeniable friends. This is the fourth time we have presented their designs, which is not surprising considering the sustainable vision and care they have shown in designing each of their pieces.

For them, designing sustainable clothing means creating garments that will last in both their style and the emotional connection they generate with their customers. Therefore, they design for people who value their own taste and are not influenced by the marketing and noise typical of the fashion industry.

This spring-summer 2023 collection is no exception, as they state, “We don’t design just for this summer, these garments can be effortlessly worn for the next 20 summers. Creating emotional bonds between clothing and the customer is the only way to be truly sustainable. Our customers fall in love and continue to love our clothing, and we always want to establish a stable and enriching relationship.”

For the pieces in this line, they focused on a singular fiber: organic cotton, which was spun and woven into poplin in Veneto. Stephanie and Simon say it’s a material that fascinates them: “We love how it feels on the skin; how it washes, how it ages, how it can be crispy and how it can soften, all depending on how it’s treated.”

The design of this season’s garments highlights the simplicity of the Utility stripe, a simple blue and white stripe that, according to the designers, “represents the most honest way of expressing summer.”

As for the color palette, the designers wove and combined many shades of blue, giving them a final result that is subtle yet familiar, which they combined with white and, in some pieces, the accent of a vibrant yellow poplin. “This is a very particular shade of yellow that captures long summer evenings, often worn by grandfathers with lots of confidence and eccentric style on the streets of Venice or in the streets of Dalston where we live, whenever we see characters wearing this color it makes us smile.”

Designing clothes for people who want something beautiful and long-lasting is what drives Stephanie and Simon in their work. Additionally, they believe that fashion can be a force for positive change, which is why their approach is fair, transparent, and sustainable throughout the production process, from the cultivation of raw materials to the manufacture of the final product.

When asked about their favorite pieces from this collection, the designers are quick to respond: the Louse shirt and the Skye skirt, both in yellow poplin. Pieces that, as they affirm, “convey happiness and harmony together, projecting warmth and positivity.”

For Stephanie and Simon, sustainability is not just a trend, but a way of life. “Faced with the rising costs of raw materials, most designers turn to cheaper alternatives. We believe we need to consume more responsibly, buying only what we truly love and feel a true passion for.”

Our Collaboration 26 is just a small part of the couple’s journey towards a more sustainable and responsible fashion, but it is an important step in the right direction.

In the near future, they hope their clothes can bring joy and satisfaction to those who wear them, while contributing to making the world a better place for everyone.

Collaborators

SONO

SONO is a London-based independent fashion firm founded by Stephanie Oberg and Simon Homes. A collaborative project where sustainability and work ethic are emphasized. The result is high-quality luxury garments in organic materials that seek to be timeless and live for a long time in the wardrobe of those who wear them.

 

KARLA LISKER

Photographer Karla Lisker always meets her passion when it comes to working.  With studies in Marketing from the Universidad Iberoamericana in Mexico City and a specialty in photography from the Academy of Visual Arts (AAVI), Karla is currently one of the most outstanding fashion photographers in Mexico.  The stories that she creates with her camera appear frequently in important magazines such as Vogue, Elle and L’Officiel.

Shop the collection

SONO SS 23

·SONO is a clothing project to change the perception of how we dress and consume in the 21st century.

·SONO was and is a challenge, everyday questioning what we have learned so far and how we have lived all our lives.

·It’s a project to prove it is possible to create and manufacture designer clothing within the seasonal structure without   compromise at any level. 

·Loving the Earth with responsibility.