Alabama Muse was, once again this season, a particularly fun interlude in the Milan fashion week. The eco-fur brand focuses on the playful side of fashion and creates ad hoc worlds for its customers and aficionados, where reality and fiction meet. This season the magic has been digital, but no less impactful because of it.
The short movie by Lapo Quagli stages Petite Meller as its protagonist and is not only fun but also very significant for the brand. Alabama Muse produces only furs, but vegan, colourful and decidedly exuberant. Its mission is to reinvent, playfully and sustainably, an “old” item of clothing and bring it into the future. This, for us, is a beautiful mission.
Petite Meller’s character is taken up by different film characters, independent and over-the-top young girls. Lolita, first of all, with her winking style and her world as an adult-child, but also Leon’s Matilda who, in some ways, shares many characteristics of the previous. The dominant colours are red, yellow and pastel blue, but there are also purple and more muted colours, such as grey and white. Not only coats, however, but wide-brimmed hat too, to be worn in the same colour or contrast, to create an irreverent total look, transforming the codes of the upper class.
Images courtesy: Alabama Muse