Appareal is a Swiss womenswear brand that targets women on-the-go by offering them fashionable and functional garments that don’t need to be ironed or dry-cleaned but washed as easily as a t-shirt.
The brand places much importance on sustainability by sourcing the finest recycled Italian fabrics and by crafting their collections in a solar-panel powered factory. Featured as one of the UN’s Conscious Fashion brands, the best-selling Olesya and Louise dresses are made from recycled fishing nets.
In their second collection for SS19, the recurrent theme was imitation python look in the form of either cruelty-free leather jackets and T-shirt dresses featuring ruffle detailing, twists and quirky animal-print accents, or trench coats with oversized hoodies and wide pockets.
The AW 19/20 collection instead is an attempt to combine a retro-look with futuristic designs, from the eco-fur collar trench coat in satin-look overlay and the water-repellent, double-sided techno velvet in blue/navy to multi texture, breathable dresses that enhance feminine silhouettes.
Sustainable Fashion - #30wears
For the Copenhagen Fashion Summit in May 2019, APPAREAL collaborated with Procter & Gamble, the world’s largest fabric care manufacturer, to contribute to the #30wears call to action. The Economist quotes that half of all clothes are thrown away within 1 year, many never having been worn. To promote clothing longevity and reduced consumption, APPAREAL garments were washed 30-40 times in P&G products Ariel and Lenor and emerged looking virtually new; retaining colour, shape and style.
APPAREAL featured at the Summit dinner, with models wearing Appareal dresses that had been washed 30-40 times. P&G's Global Sustainability Officer Virginie Helias, standing with APPAREAL founder Olesya Nazarova, is also wearing a Sara dress washed 35 times.
Tesla Fashion Show, Geneva
Appareal featured at Tesla Geneva fashion show in June 2019. Selected because APPAREAL is bringing new technology to fashion, just as Tesla does to the automotive industry. Photos attached
Davos Economic Forum, Switzerland
While APPAREAL Founder Olesya Nazarova took part in a panel at Davos in February 2019, you couldnt help but notice popular Ygrette being worn by P&G's Global Sustainability Officer Virginie Helias in conversation with Matt Damon.