It has emerged over the past few days that Chloé became a B-Corp.
Of course, people welcomed the news, applauding. Maybe there were just a few perplexed comments on social media.
B-Corp: What does it mean?
Now they are a Benefit Corporation. So, beyond their for-profit business, they want to maximise their positive impact on society and the environment.
What’s the point of becoming a B-Corp in fashion?
The Chloé’s collection shown in Paris was far away from the past magic. Indeed, all the luxury beauty outlined by the former designer, Natacha Ramsey-Levy, was gone.
The new guidance follows a more American way of working that embeds marketing at the brand’s core. We saw a collection peppered with the latest marketing trends — diversity, eco-friendly and ethical themes. And not that those values are wrong, indeed we share them entirely. But we question the fact that they sound like pure marketing.
Anyhow, it will be nice to witness how they’ll manage the actual overproduction model with an eventual lower production level. And see what happens with prices too.
B-Corp & the purpose of a fashion brand
What seems clear is that brands go from overproduction to the B-Corp losing sight of the real point of the work. What makes it a worthy effort.
The scope of an evolved fashion brand is to make beautiful collections, keeping in mind that the only way to obtain this goal is by respecting people involved in the production chains and the planet. Hence, paying proper wages and reducing pollution as much as possible.
Beautiful collections are the expression of good design and meaningful creative ideas. Therefore, the moment we make a respectful work representing a positive vision, all this beauty of thought must translate into outstanding products.
If the style is bland, meaning is lost. Even though the intentions are noble, assuming they are not only marketing tools, in the Chloé fashion show, there is no substance.
To be purpose-oriented is fine, but please don’t forget you are making fashion.
Keep beauty alive. Don’t kill the dream.