New products / Fashion house - 7/1/22
Today, Stella McCartney announces the Frayme Mylo™️ will be available to purchase from 1st July 2022, marking the first time a bag created from mycelium, the root-like structure of fungi, will be sold commercially.
This marks a milestone not only for the British conscious luxury pioneer, but a significant progression in vegan material innovation for fashion, which is well known to needlessly kill over 100 million animals annually and is one of the most polluting industries in the world.
Stella McCartney has had a long-term partnership with Bolt Threads –the creators of Mylo™– since 2017.
The British luxury house has been part of the Mylo™ journey since its inception, combining deep science with high-fashion design.
The Frayme Mylo™ showcases the capabilities of this next-generation material and is the first of future commercial offerings.
The Frayme Mylo™ is handcrafted by Italian artisans who have been trained to work with the eponymous mycelium-based alternative to animal leather.
The Frayme bag is a new Stella icon – a bold vegan style re-energising classic brand codes inspired by the iconic Falabella tote including an oversized recyclable aluminium chain strap that runs around the bag as well as a zamac statement medallion.
Launched during the brand’s Summer 2022 runway show in October 2021 at Paris Fashion Week, this first drop of the Frayme Mylo™ is limited edition, with bags numbered 1 to 100.
The commercial launch of the Frayme Mylo forms part of the brands wider Summer 2022 campaign titled ‘Fashion Fungi’, which takes a psychedelic trip into nature.
Grounded in the notion that mushrooms connect us all, it is inspired by these incredible organism’s transformative and transcendental qualities as seen in Fantastic Fungi documentary.
“It’s been an honor to partner so closely with Stella and her team as they break new ground in luxury fashion with Mylo. Their category defining leadership of animal-free fashion and championship of sustainable materials is paving a path forward towards a more responsible fashion industry.
Bringing the first-ever luxury bag made from Mylo to market is a massive milestone for conscientious consumers, the biomaterials industry, and the future of luxury fashion” - Dan Widmaier, Founder & CEO, Bolt Threads
The campaign features British mycologist and Entangled Life author Merlin Sheldrake, who helps to tell the interwoven story of mushrooms and humanity – bridging our species’ past and providing hope for our planet’s future.
Exclusive collaborations include experiences with renowned chefs from across the globe Raymond Blanc, Mary McCartney, Sophia Roe and SunPedal, exploring mushrooms’ potential as a sustainable and nutritious vegan food source.
The campaign is soundtracked by musician and composer Cosmo Sheldrake, creating otherworldly synthesiser music from the tones of fungi growing.
The Frayme Mylo™ is exclusive to Stella McCartney boutiques and retails at £1995.