Momonary, a contemporary womenswear brand, in collaboration with global science company, 3M, made its London Fashion Week debut on the 15th with the Autumn/Winter 2024 “Mappa Mundi” collection. The show, held at the historic St. Mary-at-Hill Church, displayed the collaboration’s creativity and innovation.
The “Mappa Mundi” collection drew inspiration from cartography and the spirit of adventure, embodying Momonary’s vision. Founded in 2019 by Zeng Yue and Fu Fanding, the brand represents a fresh femininity that has been described as, “about expression and movement, freedom and comfort; once girlish yet fearless.” Through their collaboration with 3M, the brand easily merged science with fashion, creating clothing that combined lightness with durability and warmth.
Key pieces from the collection included flower-embroidered jackets paired with quilted trousers or bubble skirts, fleece jackets accessorised with delicate organza flowers, and boots, berets, and bags with a subdued colour palette of sandy and peachy neutrals that complemented the theme.
The models made a show on the runway with metallic curls in their hair under the guidance of hairstylist, Giuseppe Stelitano and a generous dusting of shimmery gold applied all over their faces, while scattered single eyelashes softened the dramatic look to give a doll-like appearance, all adding a touch of glamour.
Guests, such as Canadian actress Alexandra Beaton and influencer Amirah Strand, expressed excitement at the fusion of science and creativity at the show, as the collection debuted the revolutionary 3M™ Thinsulate™ LIGHT Series: a thin, lightweight insulation offering superb warmth—perfect for Momonary’s signature oversized pieces that stay true to their “girlish yet fearless” aesthetic. Over 40% of the looks featured the 3M™ Thinsulate innovations, offering warmth, breathability, and lightness without compromising on style.
The vision for this collection has been described as “How soft and gentle can co-exist with strong and durable; how organic and flowing can co-exist with scientific and precise; how girlishness and femininity can be ambitious, powerful, and adventurous.” Momonary aims to embrace fearlessness and femininity altogether with this line.
Their collaboration with 3M reaffirmed the brand’s commitment to pushing the boundaries of traditional fashion, offering a collection that is both timeless and chic, and a fresh perspective on femininity, science, and innovation.
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Written by Angel Joanne Okonkwo
