From quantity to quality

When will the paradigm shift from quantity to quality? Or, the question should be, what else do we need to see in order to make this change happen?

People don’t consider shifting towards a conscious lifestyle because they are too ingrained in their old habits. But perhaps, those who are in this position will be forced to readapt somehow quite soon.

Why?
Difficulties in finding raw materials and supply chain shortages are now a reality. Indeed, one of the side effects of the pandemic was the sharp rise in raw material prices. Consequently, final product prices are getting much higher. It is already happening in the construction field, energy, gas. And it’s impacting fashion, too.

Therefore, caring more about what and how we consume will be a necessity.

Pointing feet - inspiring from quantity to quality attitude


Low-impact lifestyle: quality, not quantity!

What can we do?
Each of us has an impact on the environment. Even if corporate giants arm-in-arm with marketing have shaped the world for us, they can’t make it without our active participation. And the role we play is revealed precisely by how and what we consume.

Since we do not like to wait for change to happen, we choose with our minds what kind of world we want to live in, so we act. Also, we hold ourselves accountable for the choices we make.

Why buy less but better quality?
It is a long-term strategy. You will buy garments that last. Things you will wear for a lifetime, not items to discard after a couple of washings. Same for any other item we use in our everyday life.

This radical shift of perspective from quantity to quality is about educating ourselves to find pleasure in how things are made, not in the simple act of buying. Finally, this alternative lifestyle will reduce our impact on the planet.

So, make it a conscious choice now rather than a forced decision when it’s too late.

From quantity to quality Read More »

B-Corp and fashion

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.

B-Corp and fashion Read More »

People don’t read

People don’t read. Don’t ask people to read. Please, don’t do it. In the fashion field, there’s no need to dig deep into socio-cultural-economic aspects. Customers don’t want to know more. Instead, bomb them to shop. Continuously. Endlessly. But do not involve them in a piece that makes them stop and think. Just push them to buy! In fact, it’s a profitable engagement, a language they appreciate.

People want images. If you put them in front of words, they have to stop, read and reflect. Also, it takes some time, and it is annoying.

Just show them images, let them click on the buy-now button, and they’ll be fine with it. Why question things?

Social media absorbs the attention, you start scrolling for a few minutes, and you end up eaten up by an endless stream of superficial information. There, there’s no need to read. Indeed you can stop at the titles or just a few words.

But you are well-targeted and, most of all, you are going to shop.
Yes, there’s nothing else people want.

people don't read, image of reading a book


However, the pattern is not new. Pavlov experimented on this behaviour with dogs, showed them the trigger and got the reaction. Indeed, this conditioned reflex works well with humans too. Brands know the game and accordingly shaped the world for us.

From ‘cogito ergo sum’, corporations worked to embed ‘shop ergo sum’. By influencing our brains and behaviour, they did a great job.

Why?
Because people don’t read. They don’t like reading, as they don’t like thinking.

For instance, if you want to ponder a little, do you know that funny thing called accessible luxury? How about ethical businesses when brands still produce in places where human rights do not exist?

But no, do not search for discussion or sharing ideas. There’s no need to understand fashion context. Keep it superficial, feed them with products. And, please, don’t be too refined.

There’s no need to think. Stick to your well-known pattern.
Don’t read. Don’t choose.
Just shop!

Unless you realize you can choose – to read.

People don’t read Read More »

Decoding the sexy trend

From New York to Milano and Paris runways, the sexy trend was one of the most prominent themes for next Spring/Summer 22.

Cut-out tops and pants, catsuits, ultra-mini skirts, mid-riff – covering the body just enough and leaving little to the imagination. If still there’s something to imagine, considering the quality of images shared on social media. In that context, the appreciation of freedom stops at the possibility of showing themselves naked.

Ironically, we first wondered if designers knew that, during the pandemic, people put on weight. But don’t feel sad, if you want to wear your catsuit you have about four months to get in perfect shape!

However, keeping irony aside, let’s analyse the meaning of the style proposal that came out as the designers’ favourite.

Fashion journalists reported this trend as an expression of joy, a celebration for a much-awaited return to social life. After more than a year in lockdown, people mainly wore jumpsuits or pyjamas. Now they are eager to enjoy dinners and parties. So the night out mood is on.

SS22: the sexy trend and its meaning

Although we understand the desire for sociality, we believe the sexy trend hides a much different motivation. The way a designer can portray evening style doesn’t necessarily imply promoting a hooker outfit.

We disagree with this pre-packed story. And so, we try to see it from a different socio-cultural-economic perspective.

We read the sexy trend as the trite vision of a woman dressed up to have a hold on a man. Does it sound new to you? To us, it seems so status quo.

It is old as the story of the universe. And, what’s more? It sells!
Indeed marketers use sex to sell everything. Furthermore, at this specific moment, the urgent need is to make money to cover the economic losses caused by the pandemic. Money, easy and fast.

So, here you are, served with the sexy doll. The same old perpetuated stereotype. As the most accessible short-term benefit.

What a breath of fresh air, we might say!

Decoding the sexy trend Read More »

The High-Neck Sweater

Today we are introducing another staple of the new collection:
The High-Neck Sweater. By Plantation1982.

All the pieces included in our Fall/Winter selection are easy to match and offer various styling possibilities. The design may look simple at first glance, but details are never left to chance. Indeed, they are all very well curated. That is the point of good design.

The material is 100% cotton, with an exceptionally soft hand. And its ripple structure is swollen like a tube, replacing the usual rib structure.

the high-neck sweater
The High-Neck Sweater
Plantation1982

The collar is slightly higher than the bottleneck so that it covers the neck fully, but it does not have a hold feeling like any typical high neck. Its design adds style while leaving the body free to move.

Furthermore, the vertical texture of the fabric makes it difficult to pick up the lines of your body and underwear. As a result, this garment is extra comfortable to wear.

The high-neck sweater is the perfect piece for the turn of the season, but it is easy to use as an inner for cardigans or jackets too. So you feel its softness in contact with the skin.

Also, the uneven border pattern expressed by the weaving gives a casual yet elegant impression. And the styling options are many. You can wear it with pants or skirts, depending on the need of the day. It can perfectly blend with casual or sporty outfits as with any more elegant look.

Now a note about the colour.
The base is dark green, an intense dark green, and the stripes are navy. This colour matching offers a soft and refined image.

Washed to give a unique texture, it’s an easy-care item. So, you can wash it by hand at home.

Perhaps you will buy lesser pieces, but you’ll take beautiful clothing that lasts over the years.
And you’ll love wearing them.

The High-Neck Sweater Read More »