June 2020 www.womanthismonth.com news 2 Denim Meets Super Tash Two global icons meet in the latest Levi’s collaboration featuring Nintendo’s mustachioed Italian plumber, Super Mario. In a magical mushroom kingdom, the blueoveralled hero routinely saves a princess from anthropomorphic turtles. But Super Mario is more than just a legendary video game. It’s been a pop cultural sensation for more than 30 years, opening up worlds of imagination and creativity for kids and grown-ups alike. And now comes Levi’s x Super Mario, a stylish, streetwear-inspired collection of denim, tees, hoodies, and accessories that brings together two major cultural icons famous for their youthful energy, nostalgia and love of creativity. The collection features bright, saturated colors and graphics alongside fan-favourite characters like Mario, Luigi, Yoshi, and Princess Peach and Super Mario elements are much in evidence. Upping the Activewear Ante Eco-conscious fitness fans have a new option with the news that H&M’s highend fashion brand, Cos, has launched a new activewear collection which integrates recycled nylon and polyester, as well as ‘sustainably sourced’ and organic cotton. The new line, Cos Active, will comprise 15 pieces from leggings and sports bras to socks and underwear and is the company’s response to a customer base increasingly hungry for apparel with a reduced environmental impact, leveraging repurposed material in place of virgin content. A company statement said: “The collection offers a range of womenswear pieces that incorporate the brand’s key values of functionality and ease, designed for an active lifestyle.” Fashion Cares Modest fashion brand, Leem, is donating profits to support COVID-19 through the launch of its limited-edition Tie-Dye kits. In response to the coronavirus outbreak, Saudi Arabia's modest fashion label, which was founded in 2018 and is active throughout the region, launched it's first-ever Mummy and Me Tie-Dye kit to bring joy, bonding and entertainment to the home. Each kit includes one mummy and one 'mini-me' kaftan, along with an array of fabric paints, to help you design your kaftans at home. And even better, all profits go towards supporting the United Nations Foundation’s COVID-19 Solidarity Response Fund for the World Health Organisation. For more information visit: www.leem.com Mummy and Mini Fashion It’s time to up the cute factor with Max Fashion’s Twinning collection, a new range of modest dresses, that come in adult and mini-me sizes for girls aged five and up. The collection features matching feminine dresses for mothers and their daughters; perfectly crafted ensembles for every type of mother-and-daughter duo, from the elegant and the modest, to the minimalist and the playful. A brand spokesperson said: "The Twinning collection boasts a range of elegant dresses that mothers and daughters will love wearing both individually and at the same time. Style transcends generations, which is why every piece has been created to be chic, wearable and modest. It is our way of ensuring that our customers can create special and amazing Instagram-worthy memories with their younger ones.” The charming floral print and pastel shades are perfect for Middle Eastern summer. Digitise or Die Online giant Amazon is in discussions with the British Fashion Council (BFC) to sell designs from young British talent. This potential partnership, and another with Vogue and the Council of Fashion Designers of America (CFDA), ties in with the online retailer’s global push to add luxury clothing to its offering as it aims to grab a foothold in an industry that is looking to digitise or die. If successful, the initiative would see young designers using Amazon Fashion and Amazon Launchpad, a discovery platform, to sell their collections. Additionally, the BFC’s website will host a platform, expected to debut at London Fashion Week, offering a variety of functions, including interviews, wholesaling and a digital storefront. However, tech rivals, including Google, YouTube and Instagram, are also working with the BFC.
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