Because the audience sat waiting for the Marine Serre show to start, the front row grew increasingly restless. News that the show was running nearly an hour late on account of the late arrival of Nigerian singer Burna Boy left some perplexed. Since when was the brand, known for its upcycling ethos and edgy fashion sensibility, a magnet for music stars?

The very fact is, the Marine Serre label is pivoting to embrace more mainstream personalities because it seeks to make an even bigger impact on fashion. Tyga, Noah Cyrus, Soko and G-Eazy were among the many celebrities mingling on the darkened set on the Grande Halle de la Villette, where three 26-foot towers of secondhand clothing stood as a reminder of the environmental cost of textile waste — and a model of a zero-impact show decor, for the reason that clothes might be utilized in the brand’s future collections. 

Once more, Serre opened the display to the general public, with greater than 1,000 invitations snapped up online in lower than a minute.

“The home is at a turning point. To start with, you identify your codes and also you repeat them and also you forge them and now we’re in a phase where I’m really attempting to bring upcycling to the road. In the long run it’s all connected: opening the show to everyone and dealing with personalities that I’d not have worked with previously,” the designer said in a preview.

Now in its seventh yr, her brand has created a recognizable aesthetic with outfits constructed from upcycled denim, household linens, T-shirts and silk scarves. This season Serre added tote bags to the combination, with a gap sequence of looks constructed from cream, white and beige cotton totes.

The show notes claimed that each must be used 20,000 times — or roughly 54 years of each day use — to offset its overall impact of production, though it didn’t explain how those numbers were calculated. At any rate, one imagines that after 54 years of each day use, any cotton bag could be worn right down to bare threads. Still, it was food for thought. 

Alongside incorporating colourful patterned tapestries, jacquards and brocades into patchwork outfits accented with graphic orange lines, Serre crafted her signature moiré fabric using recycled fishing lines and nets. French singer Yseult joined a various forged that included veteran model Mark Vanderloo and magazine publisher and consultant Caroline Issa.

Serre hopes that by bringing more people into her world her climate change activism will gain momentum. “I’m discovering this sort of multiculturalism which ultimately embraces all generations and all cultures,” she added. “I just need to open the doors.”