A magical cotton

I, Moon, want to tell you about a discovery I made during a spring night.

Near a small workshop in Italy, I found a different cotton field. While other crops had been treated with chemicals and modified, this one grew at its own pace, nourished only by the earth, water, and sun.

What surprised me was its appearance: unlike industrial fields, this cotton maintained its natural appearance.

Soon I noticed that a couple of designers frequently visited this field. I watched them carefully collect the cotton, respecting each plant. “Let’s preserve the seeds,” she said while caressing a cotton ball. “They are the memory of the earth,” he replied.

In their workshop, they transformed these fibers into a magical fabric. Unlike other fabrics, this one showed small brown specks that reflected in the textile like stars in a night sky.

With this material, they created different garments that seemed to breathe with their own life and with which they sought to preserve the natural beauty of imperfection.

Soon people began to use their pieces. And things happened that surprised me. One day I saw, for example, a woman who, wearing one of their designs, suddenly stopped in the middle of the street. She closed her eyes and breathed deeply. “It’s strange,” she told her friend, “but since I’ve been wearing this I feel more… present.”

She wasn’t the only one. Others also experienced something similar: they walked more slowly, stopped to observe plants, listened more attentively. It was as if the fabric with seeds reminded them of something they had forgotten: that they too came from the earth.

One night, while the couple slept, I approached them in their dreams. “Do you know that your garments are helping people reconnect?” I asked them.

They smiled. “It’s what we hoped for,” he said. “We don’t design just to dress bodies, but to awaken consciousness,” she added.

Now, every time I illuminate the city streets, I look for these garments among the crowd. They are easy to recognize: not by their design, but by how those who wear them appear: they seem more present, more connected, more aware of the ground they walk on and the air they breathe.

Sometimes creativity is a small reminder of our connection with everything living. And I, Moon, am happy to be able to illuminate this path back home.

Process

At Loona, we celebrate the arrival of our Collaboration 47 with a name that has already become synonymous with commitment and vision: Sono. The British brand, led by Stephanie Oberg and Simon Homes, returns to our platform with its Spring-Summer 2025 proposal, reaffirming that true sustainability lies in creating pieces that transcend seasons and trends.

This is the eighth time we’ve presented their creations, making Sono our most frequent collaborator. It’s no coincidence: just as the number eight evokes the infinity symbol when rotated, their approach to conscious, ethical, and enduring fashion transcends the usual industry cycles and deeply resonates with the values we uphold at Loona. A Collaboration that, like the garments they create, we wish to continue infinitely.

“We don’t design just for this summer, these garments can be effortlessly worn for the next 20 summers,” the designers shared with us in a previous Collaboration, a philosophy that remains alive in every piece of this new collection.

Sono SS25 is built on three fundamental pillars: simplicity, movement, and connection with materials.

The wide and versatile silhouettes speak to us of freedom, while precise cuts evoke a modernity that doesn’t surrender to the ephemeral. Each garment is designed to exist now and always accompany you.

A distinctive element of this collection is seeded denim, a fabric that preserves the natural seeds of cotton, revealing small brown specks on its surface.

Beyond being just an aesthetic choice, it represents Sono’s commitment to processes that respect the original essence of fibers, avoiding intensive chemical treatments. As they have previously expressed: “Ecology and sustainability are used over and over again for financial gain, but we cannot escape the climate crisis. We have to consume more responsibly.”

As in previous Collaborations, the care for materials and production processes is meticulous. GOTS certified organic cotton, washed poplins and compact yet breathable gabardines, all woven in small family workshops in Italy. Even the buttons, carved from organic tagua nut in Padua, speak of this commitment to every detail.

“The fabrics have an irregular texture full of character that we love,” Simon told us during a past Collaboration, an observation that remains relevant for this Spring-Summer 2025 line, where fabrics tell stories.

The collection ranges from bags with organic lines and loose overshirts to light hooded capes and pants designed for the body in motion. The Basket bag, made from denim with whole seeds, and the Cole cape, available in both organic cotton gabardine and washed poplin, are just a few examples of pieces that combine functionality, beauty, and consciousness.

Simon and Stephanie reminded us in a previous Collaboration: “The more understanding, facts, and stories we generate about these garments, the more appreciated and loved they will be. And the longer they are used, the more sustainable they will be.”

This is the essence we share with this British brand: understanding fashion not as a cycle of constant consumption, but as an investment in pieces that accompany us and evolve with us.

In a world where immediacy and disposability seem to be the norm, Sono invites us to slow down, to reconnect with materials and processes, to appreciate the craftsmanship and intention behind each garment. Because, as they have well expressed: “True sustainability comes when you buy something and it lasts for a lifetime.”

This Collaboration 47 is presented then as a statement of principles, an invitation to rethink our relationship with what we wear and, by extension, with our planet.

Through each piece, we reaffirm that it is possible to create beauty without compromising our future.

And this is what our work is about: being a platform for designers who, rather than working on a collection, work on a way of inhabiting the present with consciousness, thinking about the future. And Sono gives us an example of this. Welcome to the future.