When Potatoes Become Fashion: THEMOIRè’s Bio-Based Innovation
PublishedFashion innovation often begins in unexpected places. For THEMOIRè, the starting point of its latest experiment was something surprisingly simple: the potato. Presented alongside the brand’s Fall–Winter collection “Wings of...
Fashion innovation often begins in unexpected places. For THEMOIRè, the starting point of its latest experiment was something surprisingly simple: the potato.
Presented alongside the brand’s Fall–Winter collection “Wings of Change” during Milan Fashion Week, THEMOIRè introduced Fur Potato, a new bio-based material created through the natural fermentation of starch extracted from potatoes. The idea may sound unusual at first, but it reflects a growing shift in fashion where innovation, sustainability, and creativity intersect.
Through a process that transforms plant starch into a 100% bio-based fiber, the material becomes a soft, fur-like texture that reimagines the classic shearling look in a more responsible way. The result is surprisingly warm and tactile, available in three earthy shades: natural beige, deep brown, and a vibrant orange.
The material appears on pieces from the brand’s Bios line, known for its sculptural shapes and bold character. By introducing Fur Potato into this signature family, THEMOIRè adds a new layer to its design language, combining experimental materials with distinctive form.
The launch took place at the Massimo Bonini showroom in Milan on February 25, where the brand presented the concept within the wider narrative of Wings of Change. The collection itself draws inspiration from women who have shaped transformation through conscious choices - a theme that connects naturally with the exploration of alternative materials.
Adding a playful cultural twist to the event, THEMOIRè also collaborated with the artisanal chips brand Patatas Nana, highlighting the shared origin of their creations: the humble potato. The unexpected partnership turned the presentation into a small celebration of plant-based creativity, where food, fashion, and design met in one story.
For HAY-HAY, experiments like Fur Potato are a reminder that fashion innovation doesn’t always come from high-tech laboratories. Sometimes it begins with simple ingredients, curiosity, and a willingness to rethink materials we thought we already knew.
