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Very few people didn’t see Bella Hadid, the model

with 56 million followers on social media, get

sprayed with a white liquid that immediately

turned into a white dress at the 2022 Paris Fashion

Week. This happening was made possible by a

collaboration between fashion label Coperni and

Fabrican Ltd, the inventor of Spray-on, a new

generation fabric. “Working with non-volatile, more

ecological organic components, the spray technology

for Fabrican Ltd’s materials doesn’t use any substances

that weaken the ozone layer,” its website explains.

Every means justifies the end to create a buzz at

Fashion Week. You can mobilise the most popular

celebrities and influencers, design jaw-dropping stages,

put catwalks in the most unusual places, at the top of a

tower or in the mud. Or, you can use new technologies

for their spectacle and their ability to quickly fix new

fantasies in our minds. Thanks to Coperni, we now

know that liquid can instantly become fabric and

clothes can literally become second skin. Suddenly

we are beset by new, exciting and incongruous

questions: how much longer are we going to pull on

our clothes? Will fashion always be synonymous with

accumulation? These spectacular happenings are also

how responsible fashion will break through our mind set

and challenge our way of thinking.