The 2024 Avantex Fashion Pitch prize has been awarded to Materra, a young British company established in 2019. Materra has been leading the way in creating solutions to support the cultivation of climate-resilient cotton using a fair trade model.
This win has recognised their efforts and signalled a significant step forward for the industry, encouraging fashion brands to source from supported producers and adopt a more sustainable approach.
Frédéric Bougeard, President of Messe Frankfurt France, expressed his approval of the jury's decision, stating that both Messe Frankfurt teams and the jury were highly impressed by the quality of the projects presented at the 7th edition of the Avantex Fashion Pitch. They commended the jury's choice to support Materra's ambitious solution to a pressing issue in the fashion industry.
The 7th Avantex Fashion Pitch, organised by Messe Frankfurt France, celebrated innovation, sustainability, and inclusivity in the fashion industry. The event focused on rewarding the most innovative, sustainable, and pertinent projects for the future of fashion.
Each of the eleven finalists - Darwie, Drippy, Finds, GoldenEye Smart Vision, Imki, Materra, Podium, Style Shifter, Swyco, Synovance, and Trace For Good - had five minutes to persuade the jury, composed of Claudia Cesiro, Élodie Lemaire Nowinski, Jayne Simone Estève-Curé, and Yoobin Jung.
Materra will receive a stand valued at €2,800 at Avantex Paris 2025 from Messe Frankfurt France, €2,000 from Texpertise Network, the textile network of the Messe Frankfurt group, and one year of incubation at Foundry provided by IFA Paris, the competition's official partner.
