Gabriela Hearst used her chloefashion show to push clean fusion energy.
How do you sell a fashion show audience and Chloé customers on clean nuclear fusion energy? That’s what Gabriela Hearst was aiming to do with her spring 2023 collection, as she continued to use her platform as a designer to draw attention to climate solutions.
Although one wouldn’t know it from the runway show, Hearst’s latest research project took her down the rabbit hole on fusion, and eventually to Cadarache, France. There, the intergovernmental ITER project is building a tokamak reactor to imitate hydrogen fusion that delivers light and heat from the Sun, and produces clean energy on Earth. “To me, sustainability is an energy issue…and until we find a way to get ourselves out of fossil fuels and coals, which move this world around 85 percent of the time, we’re done,” Hearst said during a preview at her studio, where representatives from ITER and commercial entity Commonwealth Fusion Systems were on hand to talk physics and fashion. “These guys are working on the solution and I don’t think there are enough positive stories being told.” “Gabi’s a freak, she read about us in fall of 2021 and started to write to ask if she could visit. I was stunned because she is the most well-educated layperson on the topic of fusion I have ever met. She had read about it and now she could see it. It was an inspiring collision of worlds,” said ITER head of communications Laban Coblentz. “That’s one of the biggest compliments my nerdy self could ever get,” Hearst laughed, acknowledging that the hardest thing was telling her team their creative brief was about fusion energy. “But when they learned about it, I looked at them in the eyes, and saw they were full of spark, because they see there is a real solution here that is going to happen….This is also the largest intergovernmental science experiment. At ITER, you have India, China, [South] Korea, Russia, the EU and Japan working together, so this is a human story as much as it’s a science story.” While ITER has worked with artists and photographers before, this is the first time they’ve brought in a fashion brand. “We’re at the cusp of fusion being the next form of energy but we need all the minds, and this is an amazing channel to reach people to raise awareness,” said Shira Tabachnikoff, internal relations manager at ITER.
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