Threads of Moonlit Magic

I, Moon, want to tell you a story of threads, sea, and magic that occurred many centuries ago, in England.

One night, while my silvery light danced upon the sea waves, a woman submerged herself into its depths, allowing the cold water to caress her skin and the salt to purify her spirit. In that moment of serenity, a vision of fabrics and textures enveloped her and inspired her to create.

She emerged from the sea and headed to the field, where her sheep grazed under my light. The wool from these animals, which had been cared for with love and respect, would become the material with which she would paint her vision. It would not be a common collection, for she desired that each garment be a bridge to nature, a reminder of our connection with the Earth.

To achieve this, she sought the help of an English alchemist, who possessed the secret of a magical thread, capable of weaving the whispers of the wind, the murmur of the sea, and the tranquility of the earth. Together, they mixed the wool of her sheep with this magical thread, creating a fabric that was both of this world and of others, more ethereal and enchanted.

The garments created with this material were magical in every sense. Those who wore them felt a peace and connection with nature that was deeply healing and revitalizing. It was as if, by touching the fabric, they also touched the elements of the earth, the sea, and the air, recalling a forgotten home, a place of belonging and serenity.

In those times, people who wore her garments experienced an awakening, a renewed appreciation for nature, and a desire to protect and honor it. Stories were shared of how, by wearing them, they felt a deeper love and respect for the earth and for themselves, rediscovering the joy of simplicity and the beauty of the natural world.

I, Moon, witnessed how the hearts and souls of those who wore these garments were touched. But, like all stories, this one too faded with the passage of time, becoming a whisper in the wind, a legend told on clear nights under my light.

Today, as I illuminate the Earth, I hope that somewhere, someone feels the call of that ancient story and, with love and dedication, weaves again those magical threads that connect people with themselves and with nature, under the same sky, under the same moon.

Process

In life, turning 30 marks a milestone of maturity, reflection, and new possibilities.

At Loona, we share this sentiment as we introduce our Collaboration 30: a moment that not only celebrates our journey and the brands with which we have had the pleasure of collaborating over the past two and a half years but also opens the door to new explorations and discoveries of all that we can accomplish for our planet through fashion, creativity, and design.

On this occasion, we have invited Wright + Doyle, a British brand that starred in our Collaboration 25. This interdisciplinary firm is based on a strong visual relationship between workwear, objects, landscapes, and gardens and was founded by designer Izabella Doyle and her husband, landscape gardener Matthew Wright.

Their pieces meld sustainability, craftsmanship, and an authentic vision, which permeates the couple’s lifestyle. They balance their work with life on their farm in the English countryside, where they raise both their children (and a flock of sheep).

Speaking about Wright + Doyle, Izabella shares with us in an interview: “I think perhaps my greatest achievement so far is dreaming up a label that has integrity and a considerable amount of thought and care that goes into that.”

Without external financial backing and with a reduced team, it has found a place in various markets, from Japan and Asia to America and Europe. “I am selling in stores that I have always admired and believed in, so to have their backing and shared vision for the label gives me great pride. Stores Like Loona, La Garçonne, Maiden Store, Rendez Vous, MAC Modern, to name a few.”

Interest in our planet plays a pivotal role in the life and creation of the brand, as the designer mentions: “Nature features heavily as a constant inspiration and as the anchor that brings me back to myself when the juggle feels overwhelming, I swim in the sea throughout the year, even in December and January, on the beach that we shot our AW23 campaign on.” The coast, rocks, and cliffs, along with her garden and animals, are not only her source of inspiration but also her refuge.

The collaboration with Daniel Harris, an English master weaver, has been fundamental in developing unique fabrics for the brand. Together they developed the English Wool and Indigo Cotton Twill, which became a key fabric for this collection. Each piece is considered and developed with a specific thought process on how it will be worn and what it will be worn with.

About the design and creation process, Izabella shares with us: ‘For me, developing a new fabric each season with Daniel Harris is a key part of this process. I cut each collection on myself and wear the clothes daily; each piece is considered and developed with a specific thought process about how it will be worn and what it will be worn with. I never design a single piece but a whole look, and then ensure the entire collection works together, being interchangeable and capable of being layered up.

At Loona, we are excited to present the key pieces of this brand in our Collaboration 30. Each one, from the suits to the coats and shirts, has been designed with meticulous attention to detail and sustainability that characterizes the firm.

We are honored to present this Collaboration and bring you pieces that, besides being beautiful and sophisticated, have been created with an authenticity and ethics that we rarely see in the fashion industry today.