Moiré x #LVRSUSTAINABLE

Moiré and LVRSustainable teamed up for a special capsule collection consisting of five sustainable denim products, three denim jackets and two pairs of jeans, exclusively available at LUISAVIAROMA.COM.

Moiré is driven by three things we love: people, diversity and inclusivity.

The brand’s belief on sustainability is to make luxury products suitable for the world we live in today that will not only affect us now, but also our future. The need for inclusivity and awareness is a necessity in order for us all to create a positive impact within our society. So guys, let’s get moving towards that brighter future.  

Sustainability helps us in educating ourselves, as well as empowering and promoting people by allowing them to tell their stories through clothing, regardless of their race, gender or sexual orientation. 

This project is all about you.

#LVRSUSTAINABLE

Let’s start off by asking you guys first about the name ‘moiré’. In photography the term is said to be a false pattern that emerges from two other patterns in photography, any correlation to this?

Yes absolutely. We felt that that was the perfect description of our relationship and dynamic. We have totally different approaches to design. Charlotte is the storyteller and Linn is the technical one, by combining that we create something unique in tailored design with sporty technical details which gets presented through storytelling.

Can you tell us a little bit more on the birth of your brand? How it ties in with the Moiré Fashion Agency and how the two of you came to meet? 

We first met during fashions studies in England. We met years after graduating when we both were working for big Scandinavian fashion companies. We were both demotivated over the world of fast fashion and realized we wanted to do something together, something different. We started Moiré Agency by “coincidence” as we got contacted by several clients that needed help with starting their own fashion brand or wanting to buy concept uniforms. We started working with some production agencies which focused on a more sustainable approach on production and started to introduce sustainable production for different clients. After developing brands, helping existing brands and doing uniforms, the urge for creating something of our own with our own vision and DNA became stronger, and in 2016 with took the step out and The Brand Moiré was born. We now had the production in place to create our own vision and product how we wanted it. 

What inspired the both of you to team up and create a brand pushing such strong topics within the fashion industry, like sustainability and inclusivity?

I think we’ve always been in the industry for the love of tailoring and creating something, not for the industry itself. We thought if we were just pushing products, we could work for someone else, but if we could have our own voice we would want to do in our way and give other people a voice and a platform as well. 

Your support for the LGBT community is a breath of fresh air. In the luxury fashion industry, you see a lot of exploitation of the community or just a complete disregard to its existence. What are your feelings in regard to this and do you plan to elaborate more on those feelings in future collections?

For us it has always been about people. We want to celebrate individuality which leads to inclusivity. Be you, be free. I think we will always explore different stories and people and try and give everyone a voice through our platforms despite age, gender or background. For us it’s so important to contribute to giving people a voice through our channel to be themselves.  For us people have always been the biggest inspiration in design and storytelling. 

We’re also huge fans of diversity and breaking gender boundaries. It’s super cool that your brand focuses on accepting ‘everyone’ as they are. What kind of features or details do you believe are important when creating fashion fit for everyone?

We spend a lot of time on fitting and developing patterns we evolve and keep. It’s about making pieces that fit different body types and genders. One of the main “ingredients” is to make garments that you can alter the silhouette on, e.g. like buttons where the waist can be buttoned in for a more feminine look, or straps that can alter the length of a garment. In this way the wearer can choose how the garment should look depending on their “mood” that day and make it more personal. A good fit, good fabrics and clever details are also very important.

What’s your definition of ‘true beauty’? 

For us true beauty is being you. There is only one of you and there is nothing more beautiful than that. For us, people who are authentic and 100% themselves is true beauty. It’s people who have the courage to be themselves that lead the way for others to follow. 

Would you say it’s more difficult for your brand to create minimalist staples opposed to the ‘use-and-discard mentality’ with having to also be 100% sustainable? Do you run into any obstacles?

For us the fabrics have been the biggest obstacle. Having high minimum quantity on sustainable fabrics can be a challenge for smaller brands, making it difficult to purchase as there will be too many high minimums. It is something we are very aware of and are hoping will start to change in the very near future. That is also the reason why we chose to focus on one fabric at the time. As for this collection our pattern is presented in Organic Denim, because we know who made it and where it’s made. Denim is a timeless classic which we aimed to include in our collections also because it is a fabric that gets even nicer after years off wearing and washing. It’s get its own personality- which we love.

What type of textiles and fabrics do you tend to reach for designing when keeping in mind the idea of longevity for your pieces?

We aim to use as natural fabrics as possible, like organic cotton, linen, hemp, Tencel. These are all fabrics that do not go “out of fashion”. 

Your brand gave birth in one of the most globally known ‘sustainable’ hot spots, how do you feel that the Oslo environment has shaped you both and your brand? 

In Scandinavia sustainability is such a big part of everyday living. As a brand in 2020 you have to have a sustainable approach or fabrics. But for us it was always about what more can we do. What is important for us and what is our approach to design – its people and inclusivity. 

Super curious, do either of you have any denim favorites from your collections? If so, can we know which and why? 

Yes, for me (Linn) it is the Annabelle Denim Jacket. It just fits every occasion, casual or a bit more dressed up. I like the sporty 90s kangaroo pocket and the fact that the waist can be tightened for a more feminine look. I (Charlotte) Love the Diana flared jeans because it gives a certain 70s look with its high waist and flared fit. It also works with everything and is definitely the item I wear the most in my wardrobe.

What does sustainable mean to you?

At Moiré, sustainability is first and foremost about creating high quality products that will stand the test of time and be used again – quality, that can be used over and over, repaired, cared for and end up in a closed loop system at the end of life.  For us sustainable means knowledge in terms of what you as a consumer buy and wear. 

What inspires you when creating each collection?

People, stories and materials. Sometimes a collection can start with a person or a specific fabric. WE have a solid library of patterns which we keep on evolving and exploring in different fabrics. 

Who would you love to see dressed in Moiré?

That is such a difficult question since the biggest joy is always seeing someone on the street wearing our clothes, someone maybe we didn’t expect. But of course, we always had a dream on dressing some strong personalities: always being themselves regardless of age, size and gender. 

What’s next for Moiré?

Telling more stories through our design and discovering and presenting new sustainable fabrics. We are focusing on our international travel and finding the right partners that understand our vision.