“MFW Fall 2020: Alabama Muse”

Alabama Muse is well known for many reasons. Among others are the ecological furs, of which the brand has built its product for the Autumn Winter 2020. The presentation, which was held in the luxurious setting of the Grand Hotel et de Milan in the Lombard fashion district, was colourful, fun, festive – and full of candy for the matter. A real sensory experience more than just a showcase. The guests could try furs and pose, just like models, for the professional photographers presented at the event. Not only this type of presentation is the future of fashion, but it is also a good example of self awareness. It is in fact the most immediate and simple way of speaking with the public, whose opinion is of great importance. We obviously did not miss the chance and tried a black and white knee-length long ecological fur. A real gem. The special detail however is the high band that closes with a bow on the back. Chic and fun at the same time.

Among the many inspirations and emotions that fashion week brings to the audience, it is nice to see how fashion can still make us feel light and free. Without giving up on values and stances – it is important not to confuse the two! Alabama Muse’s eco fur are made entirely of flame retardant recycled polyester – so to speak, the same material as fireproof suits. The dyes are 100% vegetable and the final product is certified. A good product, inside and out: its bright and vitaminic colours are the symbol of a future avant-garde generation, capable of drawing the best for us and the environment from chemistry and science.

Words by Giulia Greco