In the ever-evolving world of fashion, where trends come and go at lightning speed, one brand stands out for its unwavering commitment to timeless elegance and sustainable practices. Enter MEDINA, a brand that has revolutionized the swimwear industry with its ethical ethos and luxurious designs.
A Journey Rooted in Heritage
MEDINA is the brainchild of Lou Medina, a designer with a deep-rooted love for heritage and timeless aesthetics. Hailing from the UNESCO world heritage city of Cordoba, Spain, Lou inherited an appreciation for craftsmanship and a respect for heritage garments from an early age. Her creative journey took shape at the prestigious Istituto Europeo di Design, where she honed her skills and prepared to make her mark on the fashion world.
Her career took an exciting turn when she landed an apprenticeship at Alexander McQueen, known for its avant-garde designs and cutting-edge creations. Later, she joined the atelier of Celine, working closely with the iconic Phoebe Philo, whose influence left an indelible mark on Lou’s design philosophy. Her time at Celine instilled in her a fierce commitment to quality, a penchant for detail, and an independent aesthetic vision that would shape MEDINA’s identity.
Ethical and Sustainable: The MEDINA Way
At the heart of MEDINA lies a deep-rooted belief in ethical and sustainable practices. Every decision, from the choice of materials to the production process, is carefully evaluated from an environmental perspective. The brand’s sustainability ethos is built upon three core principles that guide their journey towards a greener future: Conscious Making, Circular Material, and Clean Ocean Tax.
Conscious Making
MEDINA adopts the “less but better” approach, creating swimwear that transcends fleeting trends and lasts a lifetime. With timeless designs, exceptional quality, and advanced craftsmanship, MEDINA swimwear promises enduring elegance and enduring functionality. They work with carefully sourced local suppliers who share their eco-friendly approach, ensuring minimal environmental impact.
Circular Material
The brand is committed to reducing waste and using raw materials responsibly. MEDINA’s custom rubber-coated metal accessories are produced in a factory powered entirely by photovoltaic energy, demonstrating their dedication to renewable resources. They produce their own terry binding from recycled organic cotton, further minimizing their environmental footprint. Notably, MEDINA’s most significant achievement in circular material is their use of ECONYL® regenerated nylon, a high-performance fabric made from recovered fishnets and other nylon waste. This infinitely recyclable material eliminates the need for new resources, fostering a closed-loop cycle of regenerated fibres.
Clean Ocean Tax
MEDINA empowers its customers to contribute to ocean conservation with their Clean Ocean Tax initiative. A 3% donation from every purchase goes to non-profit organizations that protect and rehabilitate the sea. The brand takes pride in supporting initiatives like DIRT Charity, the Ocean Azores Foundation, the Coral Reef Alliance, and the Save the Posidonia Project, all of which work tirelessly to safeguard the ocean’s delicate ecosystems.
Empowering Women and Nature
Beyond its sustainable practices, MEDINA is about empowering women and embracing the beauty of nature. The brand’s swimwear is meticulously crafted to embrace and enhance every female form, encouraging women to feel confident in their bodies. The bold silhouettes and fine detailing allow the suits to transition seamlessly into chic daywear pieces, promoting conscious consumption and a diminished carbon footprint.
MEDINA believes in a slower pace and process, defying the fast-fashion industry’s frantic tempo. The brand seeks to connect with a community of women who share a similar approach to life—one that celebrates design, nature, and the harmony between the two.
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All images in this article are courtesy of MEDINA.
