The expansion of reality in the contemporary era gives rise to a synthetic reality. The synthetic will merge with the natural and the human creation for an improvement of the form and the functionality.

The ability to experiment and the way to do new things, through a simple virtual extension of reality, led to the desire of the brand to create outfits that also have an NFT (digital) version.

The subject brought to a debate is: The conflict between reality and virtuality.

The brand addresses the main purpose of identifying the recycling techniques and tools used in the field. &Timeless explores the connection between body, clothing and virtual space, in which both the wearer and the creator act to fuse evolution, textile technology and frame them into contemporary fashion.

&Timeless also explores how textiles can harm the environment and how we can prevent it through recycling. Zero waste is the personal purpose of the garments, also discovering ways to use recycled materials to make a positive contribution to the environment and an attempt to reuse materials thrown away from ateliers or from individuals when renewing their personal wardrobe. All these problems that the brand is addressing, have shifted the attention to go to a digital wardrobe, where no raw material is needed in the making of garments, therefore the high amount of textile waste is reduced.

&timeless is a Romanian clothing brand, founded in Vienna, by the designers Ionela Barna and Timeea Brândaș.

During the 5 years of study in Cluj-Napoca, at the University of Art and Design, there were always discussions and ideas about opening a common brand. After a while, a time in which each chose a separate path of personal development and artistic creation, the reunion led to discussions that decided the artistic union, as well as the forces for fulfilling a common and personal dream.

Fashion is constantly evolving in new directions. In essence, the combination of fashion design and textile design is based on everything about dialogue and various approaches and how they can be mixed in collections or even in clothing. It is essential that fashion designers have a deep understanding of how textile materials and structures affect the shape and function of clothing, as well as the knowledge gained through practical experiences with fabrics. In textile modelling, clothing design is approached through textile thinking. The two areas complement each other, because the development of creativity in the wide and complex field of traditional and contemporary textile design, combined with aesthetic sensitivity and the unique, self-fulfilling, cutting-edge complexity of fashion, provides unexpected products.