Myth to Modernity: MOR/PHE’s Vision for Conscious Consumption
The fashion industry is at a crossroads. Do we continue as we have, consuming more and more until the earth becomes a landfill of discarded denim? Or do we hit pause and become more conscious of our consumption? Let’s decide here.
As sustainability and accountability become non-negotiable topics in cultural discourse, our relationship with materiality is being scrutinized like never before. From viral pieces on unethical supply chains to academic research on the environmental cost of fast fashion, the industry’s impact on the planet and its people is under a microscope. Recent environmental disasters – such as the wildfires in California and Australia, the South Asian floods, and the East African droughts – have only reinforced the profound impact (for the worse) we have on our planet and the urgency of change.
In response, brands across the spectrum, from luxury powerhouses to boutique designers, are taking steps towards sustainability. Consumer trends consistently reflect a burgeoning desire for deeper connections with fashion, leading to more intentional purchasing. Influencers and critics alike advocate for thorough brand research before committing to a purchase: know more to buy less. Today’s consumers want their clothing to be an extension of their identity and values, not just a passing trend. Social media has become a battleground for ethical fashion. Questions such as “Do you really know who makes your clothes?” alongside the discourse of the annual fashion accountability reports make their rounds on Tiktok, X and Substack. For Gen Z to Gen X, uncovering the ethical stance of their favorite brands is as crucial as its aesthetic appeal. How morally dubious are these companies? Do they prioritise people and the planet over profit?
Transparency is no longer a luxury, it’s a demand. A requirement if you will.
Enter MOR/PHE, a sustainability-first accessories brand redefining what it means to consume fashion consciously. Launching on the eve of London Fashion Week, the brand champions the ethos: “No planet, no choice.” Born out of a frustration with the excessive consumption and waste in the fashion industry, founder Alessandra Michelini seeks to reshape our relationship with materiality and consumption. She invites us to think about our individual choices, in an effort to reframe the discussion of what sustainability truly means.
Five years in the making, this labor of love has had the necessary blood (research), sweat (development), and tears (refinement) put into it to create something truly revolutionary.
At its core, MOR/PHE is about transformation – both in its designs and in the way we think about fashion. The brand’s name itself hints at fluidity and evolution, embodying the idea that fashion should not be static but adaptable. After all, if the planet is changing, so should we. MOR/PHE’s designs reject the concept of disposability, embracing modularity instead: pieces that can be reconfigured, adjusted, or repurposed. A handbag is not just a handbag – it’s whatever you need it to be that day. This approach moves beyond traditional luxury, offering a new form of craftsmanship that is both personal and sustainable.
MOR/PHE also proudly carries the “Made in Italy” label, a coveted hallmark that has been overshadowed in recent years. By prioritising local production, the brand reminds us of Italy’s status as a global fashion powerhouse. From design to factory to consumer, every stage of the production chain is transparent and responsible, reinforcing the value of slow, deliberate considered fashion. The brand’s commitment is clear: sustainability is not a buzzword, thrown around to appease investors but a foundational principle – a way of life.
The upcoming collection, “Echoes of Change,” highlights MOR/PHE’s commitment to push the boundaries. By blending ancient mythology with cutting-edge modular design, the collection redefines “Made in Italy” as synonymous with ingenuity and modernity. Drawing inspiration from Greek Mythology, the collection reinterprets classical aesthetics through an innovative lens. The result? A collection that flirts with the interplay between history and progress, where tradition is not left behind but reimagined for the modern world. Within this re-imagined praxis, the collection challenges the conventional notions of luxury. Why own multiple bags when a single, exquisitely designed piece can adapt to various needs? Just as Syrinx became bamboo reeds and then music; your bag can be whatever you need. This is not just about sustainability – it’s about redefining what it means to invest in fashion. For fashion to survive, it needs to change as we change.
MOR/PHE represents a counter-movement—a tangible alternative to overconsumption and fast fashion, down to its choice of materials, modular design, and transparent, ethical production chain. In a time where fashion can no longer be separated from its environmental and ethical implications, MOR/PHE offers a solution. It encourages us to shop with intention, embrace adaptability, and become part of a shift towards conscious consumption.
The tides are turning against fast fashion, and MOR/PHE invites you to be at the forefront of this revolution. After all, there is no future on a burning planet. The choice is ours: consume with care, or don’t – but face the consequences. Sustainability is no longer just an option, it’s the only way forward.
Words by Filsan Mohamed, @filsanaysha
Edited by Lola Cannon, @bylolacarron
Photographer: VIRGINIA CAFAROTTI
Art Direction: AMORÉA Creative Agency
Models: Arianna Cafarotti and Martina Pagliaro