Exhibition by Stella McCartney
Canopy by Stella McCartney is an exhibition promoting awareness in deforestation’s relation to the fashion industry. Canopy will be a travelling pavilion during fashion weeks around the world.
Canopy works with companies to develop sustainable purchasing policies, find innovative solutions to advance the protection of the world’s threatened forests.
The exhibition collaborates with brand Stella McCartney. The core value of Stella McCartney is combining high fashion and sustainability, creating stylish clothing and accessories that are ethical, cruelty free, and environmentally friendly.
Located inside the Somerset House courtyard during London fashion week. Canopy is a travelling exhibition pavilion
The Somerset House Courtyard during London Fashion Week.
When the fashion show goers first enter Canopy, they will enter the first exhibition space, a forest stimulation room.
In the forest stimulation space, guests will feel that they are immersed within a real boreal forest. The forest projections will disappear over the next minutes, showing the audience how rapid deforestation can be.
The exhibition also showcases an alternative way to create fashionable garments without causing damages to our Boreal forests.
By walking through the Canopy exhibition, visitors can virtually experience the devastating effects of deforestation.
After experiencing the exhibition, fashion show goers can reflect on the information provided and have a drink in the lounge near exit.