MFW – Alabama Muse


Alabama Muse is a collection of Made in Italy animal-friendly fur, whose name is inspired by Alabama Whitman, the protagonist of the 90s film True Romance, in which Patricia Arquette plays a woman with a rebellious, eccentric, fragile spirit and, at the same time, strong and delicious in looks.

ALABAMA MUSE FW20_Myss Keta e le ragazze di P.ta Venezia

The founder and creative director of the brand is Alice Gentilucci, an internationally renowned stylist, who boasts experience with the most important photographers in the world – Helmut Newton, Ellen Von Unwerth, Paolo Roversi and Peter Lindbergh, just to name a few –, has worked with celebrities of the calibre of Jennifer Lopez, Beyoncé, Gwen Stefani and Julianne Moore, and is the fashion editor of Vogue Italia, InStyle US and Vanity Fair. Alabama Muse was born out of a dual passion, fur and respect for animals, “I wanted a fur but my love for animals prevailed over my vanity” says Alice, who made her own wish come true by creating a collection of animal-friendly furs using fur that isn’t real – but is identical to the real ones, in every respect.
The focus of the project are the iconic garments par excellence, fur coats, which become indispensable pieces of a conscious wardrobeAll hand-made by craftsmen in the area around Turin, each different from the other, they become the emblem of an accessible and conscious couture, eccentric and at the same time fun, with which to build a personal style that is outside the box and very rock, composed of colour, of layers, of models that explore different lengths and shapes but maintain a classic allure.


The result is a proposal for FW 2020-21 that favours long-haired, brushed, shaved and frisé coats that retain the name of the animal fur and simulate – visually but especially to the touch – the real ones. Thus the iconic garment par excellence, the fur coat, becomes an indispensable and animal-free piece, with a unique and tailored style, created by craftsmen and finished with precious details, intarsia and patchworks that combine different furs; they have colour-contrasting linings and internal suspenders that let you to carry them on your shoulders, like wings.

The furs of the Alabama Muse collection are made from Japanese modacrylic fibre which, by virtue of its characteristics and thanks to the presence of acrylonite in it (75%), creates a textile very similar to animal fur and is the most prized material not just for the creation of high-quality wigs but, due to its self-extinguishing properties, also for the creation of flame retardant technical clothing.

A material that is animal-friendly and above all sustainable in almost every way: the presence in it of recycled polyester and the use of vegetable dyes make this fibre the ideal texture on which to apply various treatments and different patterns of fur.Not to mention that acrylic fibre is sustainable to the extent that its production cycle has an impact on the environment 5 times less than that of wool, bearing in mind the damage done by animal husbandry.

The quality of the fibre is enhanced by its processing that uses a special technique, “warp knitting”, which thanks to a patented process prevents the fur from shedding and at the same time ensures soft and fluid coats, in every respect comparable to animal fur.

@alabamamuse #animalfriendlyfur

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