In 2017, Dominic Nowell-Barnes found more than a new home in the UAE; he discovered a profound purpose—stemming from discontent with an industry that often overlooked environmental and ethical concerns. Fueled by a passion for positive change, he embarked on a mission to create a platform for transformation accessible to all. Thus, in April 2020, The Giving Movement was born, aiming to reshape the narrative of fashion consumption and guide the way to conscious consumerism.
The brand’s journey has been remarkable, culminating in its presence on the runways of Dubai Fashion Week this year. Dominic Nowell-Barnes expresses enthusiasm about the launch of the Explorer collection at the event, describing it as a celebration of adventure, drawing inspiration from the captivating world of nature and exploration.
Dedicating a year to unraveling the intricacies of the fabric and textiles industry, Dominic delved into the science, ethics, and finances governing this domain. His insights enabled him to marry cost efficiency with sustainability and positive impact. He acknowledges, “Sustainability is an ever-evolving target, and we recognize as a startup we are right at the start of the journey.”
The Explorer collection goes beyond aesthetics; it tells a story resonating with The Giving Movement’s values. Nowell-Barnes highlights the essence of connecting with nature and infusing a spirit of adventure. “Earthy tones, organic textures, and eco-friendlier fabrics serve as a conduit for wearers to carry a piece of the outdoors with them.”
Participating in Dubai Fashion Week is significant for The Giving Movement. Nowell-Barnes emphasizes its role as a global stage for their purpose-driven brand, predicting that the GCC market will be the best-performing market in fashion for years to come.Reflecting on the event, he shares the excitement of witnessing conceptual ideas and designs come to life on the runway, blending creativity, purpose, high-energy music, and a supportive audience.
Looking ahead to 2024, Dominic outlines plans for omni-channel expansion into retail stores across the GCC, aiming to bring a physical experience to showcase the brand and its message. He introduces a new venture, FiftyMade©, catering to luxury eco-conscious customers with a limited capsule collection, producing only 50 items of each style.The Giving Movement continues its ascent, showcasing that conscious fashion is not merely a trend but a transformative movement, with Dominic Nowell-Barnes at the helm of this visionary journey.
