Only days before the start of the official Fashion Weeks carousel, Paris kicked off the SS12 presentations with a number of major fashion shows taking place simultaneously.

Sustainable fashion brands had their spotlight chance during dedicated events, like the Ethical Fashion Show, and So Ethic as part of Pret A Porter Paris.

However, the star space was undoubtedly Who’s Next – and we are happy to report a handful of sustainable brands has been able to made the jump from niche into the mainstream, and could be found here too.

Among these, one that really caught our attention is Reale, a feminine label from Milan.

Reale was started in 2007, when talented designer Camilla Giacomini decided to start a collaboration with Daniele Scaboro, a textile sales rep – so that they could marry style ideas with the research for sustainable fabrics.

 

Reale’s philosophy is based on three basic principles: Made In Italy, Slow production, and the use of natural and eco-friendly materials. So how do they put these into practice?

The production in not just Made In Italy, is also very localised to the two regions of Veneto and Lombardia, where the brand is based. Which translates into a very close relationship with all manufacturers, and the ability to commission limited runs to local artisans who can still apply traditional techniques and pure craftsmanship to the product.

Slow production, for Reale, is thought through in the design studio, before it is applied on the cutting table. The idea is to design timeless pieces that won’t be out of fashion past the season. Plus, to apply cutting techniques that minimise textile waste – and to subsequently make use of the little waste that is eventually generated. Beautiful soft furnishings for the home are stitched together from fabric scraps, and used to decorate their Milan store or the exhibition stands – but they are so beautiful that customers have already started to request the brand expands into homeware!

 

But the quality of the brand really shines through when it comes to the materials they choose to use. Orgnic cotton for the ‘fleeces’ that they pair with silk, bamboo, nettle and seaweed fibers – all dyed with totally natural vegetables extracts, like coffee or fruit and flowers extracts.

But what we also liked, is the general relaxed atmosphere that Reale seems to communicate. The lines are soft – but the pieces still looked tailored and beautifully cut. The pieces are feminine without constrictions. The accessories are made for an easy lifestyle.

There seems to be a positivity that emanates from this brand, that would surely make it noticed among many others, even without the sustainable approach behind it. But when that is narrated, the deal is sealed. One of the few brands to have already made the jump into the mainstream, without compromising on their core principles. Our definite Who’s Next pick.