“Upcycling” is at the heart of the 2nd edition of “Moodha Okhra” which continues after more than 6 months of hard work. Professional designers and up-and-coming creators have combined their know-how and knowledge by building a whole range of eco-friendly creative work, For sustainable and less polluting fashion practices, designed with a Zero Waste approach.
Worldwide, fashion is considered the second most harmful sector for nature, just after the oil industry. In Tunisia, the sector generates significant quantities of waste that is just waiting to be upcycled and recycled for better use. A whole ongoing support program, was implemented over time, with awareness-raising actions.
The project took place under the leadership of the Goethe-Institut Tunis and the Pontalent association, supported by the Embassy of Canada, the Indigo foundation affiliated with the Indigo group, AIMDM, Eco’Lav and Maft.
The very essence of the project lies in “Moodh’Up”: its meticulous support program materialized by making the raw material available with awareness and support modules: Styling, Modeling, Artistic Direction, Marketing and Business, all while developing a market study.
This work was done by fashion professionals and took place with 5 Tunisian designers, Hedi Ben Mami, Zeineb Ali, Jihene Mzoughi, Youssef Oueslati and Faten Gharbi. Together, these candidates succeeded in shaping an upcycled and marketable collection, by opting for a single theme, extracted from the available material and identifying the target: laid back and “Casual Chic”. The designers have amply accomplished their mission on time by adding each their own identity and know-how to create on the basis of Upcycling, with zero waste.
A major challenge that was taken up to the end: shoes, various made-up items came from a large amount of waste and unsold clothing.
“Moodh’Up” is a rich and stimulating program, through its techniques and tools, precious, applied and learned during the training and which will serve them in the long term. “Moodh’Up” aspires to raise awareness of a considerable and affordable ecological problem.
“Moodha Okhra” is rich in its awareness and education actions which have also been designed for professionals in the field, consumers and producers with the aim of enlightening and encouraging reflection around a global way of consumption.
These awareness-raising actions were in the form of workshops, talks, fashion shows and demonstrations since February 2022, by organizing a fashion show with students at IHEC. Three Tunisian brands joined the event, followed by a Talk.
A fashion show, intended for institutions, also took place at Cité de la Culture.
Awareness remains impactful through innovative and attractive formats. Talks are done online through Moodha Okhra’s social networks and actions are organized in collaboration with local projects such as the Moodha Khadhra project co-organized with our partner Green Box and the clothing swap action that is carried out in collaboration with Dabchy. At this stage, the target audience is not large : the initiative is intended to be qualitative and not quantitative.
The latest action co-organized with Minassa was held as part of the Fabrika festival: 4 workshops were held around printing on T-Shirts, manual screen printing and the creation of customized & upcycled pieces for festival-goers on site. The next actions will take place in the regions, with the aim of decentralizing the work and forging links.
