the NFContainer project

TThe NFContainer project is born as a reaction and an alternative to expensive and time-consuming fashion weeks, fashion fairs and fashion exhibitions. The containers are existing pavilions, rooms, or galleries where people can reflect, sit together, to think of a better world. The NFContainer project is a team project, a unique new approach for a global (fashion) platform that will connect people, ideas, inventions and innovations, stimulating local projects that can become global thanks to the digital.

The NFContainer project will connect all creative industries working in fashion in a less formal way. The platforms are more informal and open-minded, creating a realistic dream, creating spaces where we invent the future. Fashion is a fast-growing industry, but let’s slow down to study quality-based research on values lost in greedy consumption. We are living a digital way, connecting globally.


Fashion must become a global healthy industry. Fashion is the second most polluting industry in the world; therefore, we have an enormous challenge to redesign, to rethink together with the different players to reset this industry. We have a dream to create a world with improved ethical behaviour regarding poverty and natural resources, a world that is economically, environmentally and socially sustainable. Starting from using sustainable textiles, producing less but better, we can reduce the carbon emissions; we can reduce our traveling and reduce expenses of fashion events abroad; we can show fashion in all its different aspects to millions of people using digital technologies; those are only a few solutions the NFContainer project is proposing. 

This project does not talk about the past but about the NOW and the FUTURE respecting conservation, education and communication of fashion values related to creativity and commercial success. The NFContainer project is global and updated in real time; it is a manifest against old concepts of Biennales where budgets are too high and transport costs enormous. It is a new concept for failed Fashion Weeks, traumatic fairs and costly fashion exhibitions focused on extravagance making fashion superficial activity. This project wants to address the back and the front (stage) of fashion in a contemporary, performative way. 

[ Curating ]


Story 1

Fashion will never die. It’s dominating our life and we are prisoners forever. Even when it decides to kill you can run but you will be unable to escape. Fashion is a strong animal eating you up like nothing in one big hug killing you slowly swallowing your blood. It’s a constant fight between you and fashion, the animal, the beast. Because the beast is hungry for new food, for new ideas, for new fashion it is impossible to capture. You can once in a while escape, but then you might call yourself lucky. You might run away and hide but fashion will find you. It’s like a virus, it enters your body, eats you up from the inside and then you throw it up. Once in a while you can escape by thinking of another obsession. Like work. Work is a good antidote for fashion, because it justifies your sickness. If you are obsessed by dress, you can be obsessed by work. Work is more valuable, more noble and much more useful to society. Society can easily live without fashion but not without work. So why is this hunger coming up such as a fever and is not fading away still when it is consumed? It must be a compensation of something, a drug against the emptiness of life. But maybe the beast fashion is kinder then we think, maybe it is simply to make us happy. Can we fight happiness? Of course not, we should embrace it and be even more happy to be able to have this horrible hate and love relationship with the beast. It’s all a game, isn’t it? A game of seduction and power; a game of hunting and be hunted. It depends what side you prefer; the hunter is equipped with technology but the beast is smarter. So either you run or you shoot the beast. But let us not dramatise the situation. The hunter is enjoying the beast on the run and the beast is thinking poor guy, I will eat him within a few minutes from now. So game goes on and meanwhile we are excited of playing a game. So please fashion, the beast, make new role models, new games so we can keep running and running and enjoying more and more of this enchantment. We are enchanted by fashion, arent’t we? New rules are created in the game and of course we have to be strong again. So we start dancing with the beast, a tango, a walls, a slow, and in a strong embrace we fall in love!

[ Uncategorized ]

Story 13

Story 13

Here we are, at home, stuck to avoid dead or sickness, avoiding a virus that was unknown a few months ago. Today we all know that something, whatever it might be, needs to change; our behaviour, our vision, our values our purpose in life; our travelling, our greedy-ness. It seems we consume as if we are drugged for the new, we buy, we sell, we judge, searching for the latest info, we blog, we write, we create. Even our vanity will change as we will question the fact and the importance to sit on the first row of a fashion show or at least in the section friends, VIP’s. Today we are asking ourselves if all this is relevant, ethical and essential. After this frantic, almost ridiculous lifestyle, we sit at home waiting for the better news, and hoping that dead will pass by our door without knocking on it. We sit at home trying to understand what went wrong. We realize that we were unconsciously looking at every news, cruise, drop, Instagram posts, WhatsApp message, mail, blog to be updated in real time. Even if we know that watching the latest post of Kim and Kourtney Kardashian squeezing their bodies into their skin-tight latex looks during Paris Fashion week 2020 is ridiculous, we wanted to look at it, even a few seconds, immediately rejecting this almost absurd lifestyle not at all connected with ours. Today, isolated at home, we are questioning all this over the top extravagance. Is it or was it all necessary? Are we going to behave better, more civilised, more ethical, more conscious about what we need and what we want to achieve after this traumatic moment of the first half of the year 2020? Life, fashion, must go on, but something will be changed. After having received messages from all over the world, friends, artists, colleges, messages from people who became friends, with whom we realized a great project concerned about our health, our wellbeing our survival in this apocalyptic moment, we will sit down, relieved, but conscious about a needed change. But, humans are created for working, writing, creating, dreaming, making, talking, signing, playing, pro-creating, gardening, weaving, painting, drawing, believing, embracing, cooking, dressing, socialising, organising, sharing, learning, transmitting knowledge. Humans are not put on the earth to sit alone, isolated; we are made to create a community, a society, and even a fashion week.

Linda Loppa
March 28, 2020

[ Opinion ]

Story 12

I am in the clouds, its misty; where am I? In the sky between the gods? No, I am on the ground looking at the clouds feeling the gods on my skin. From here I can see them, the designers, the gods of fashion, searching for immortality;

[ Opinion ]

[ More ]

Fashion only moves forward

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