“The thought of seeing one of my dresses or skirts ending up in landfill spurred me on,” says NYC-based fashion designer Misha Nonoo of the “on-demand” sustainable fashion business she started in 2011, driven by fashion’s position as the second most polluting industry in the world. Unlike most fashion brands, Nonoo’s clothes are cut, sewn and distributed after a customer has placed an order. From June 1, Nonoo will be hosting a month-long pop-up shop on Marylebone Lane, where shoppers can order her sustainable creations, along with products from other eco-brands such as Aurelia Probiotic Skincare, Austin Austin Organics and EYM Naturals.
In keeping with her inventory-less model, the pop-up will feature a showroom with full size ranges of the clothes for customers to try on. Shoppers can then place their orders, and the items will be cut, sewn and delivered in seven to 10 business days. Meticulously tailored pieces from the Easy 8 capsule collection will be on offer – the chic wide-leg Kiki trouser (£231) in black and the boxy double-breasted Florence blazer dress (£416) in black or white – along with eveningwear such as the plunging 1970s-esque Magdalena jumpsuit (£693).
As part of the pop-up shop, customers will be able to participate in a sound-healing class with Yulia Kovaleva, founder of Re:Mind; try Mini Facials from the Skinworks team; take part in calligraphy masterclasses with Papier; and hear panel talks with sustainable experts such as Harriet Vocking of sustainable consultancy firm Eco-Age.