The origins of the project
New school year, new projects, with this first meeting through this article, the opportunity for me to introduce myself and present the Erudite Concept Store, its values, its ideals, its history…
The idea came up while I was still in France, I didn’t feel at home in this old job that I loved. And then the call of my first passion became more and more present until one day I wanted to leave everything so much it became obvious.
However, it was not a question of doing it in any way. If I’m going to start all over again, if I’m going to change my life, I might as well do it my way, defending my convictions. I often say that this shop is an extension of my self. I have put everything I love and everything I believe in there, even if there is still a long way to go…
The idea of the concept was and is to make the young french brands known. French because I can only defend a project in which I believe deeply. And french fashion is the one that speaks to me the most and in which I have always been interested. The primary objective of L’Erudite is therefore to give visibility to emerging brands whose work is increasingly known and recognized in France. Most of these creators have also made a change of life that reflects a true passion. They chose this profession and it is out of pure vocation that they took this risk. We cannot choose to make such a turnaround without real convictions.
What can we observe today?
“FAST FASHION“, the conventional fashion industry as we know it today, raises social and environmental issues. It is the second most polluting industry in the world after the oil industry. Not to mention the ethical issues of design and production. So yes, it was time to go back to more natural. This is the approach of brands today, regardless of their size.
In reaction to this, the “SLOW FASHION” (sometimes even the “ultra slow-fashion!”), a more thoughtful fashion, develops. This phenomenon is developing in our daily lives: “slow life”, “slow-writing”, “slow-food”, “slow-office”, “slow-work”…… even “slow-blogging”!
This trend called ethical fashion is also called sustainable fashion, which means everything. Because it is a “win-win” concept for the customer who, by buying quality, will consume better and less. Farewell to the programmed obsolescence of our clothes and accessories. By changing the way we consume, the whole industry will follow suit, integrating more authenticity.
A global awareness
Large groups have also felt the start of this change in mentality and many are opening more responsible loops. Just look at the number of movements that are multiplying:
- the Normcore standard (see the collections of VETEMENTS and its raw styling, which makes fun of current fashion with notably on t-shirt replica of a DHL delivery man for whom some are willing to spend hundreds of dollars),
the multiplication of upcycling tutos,
- the Anti-fashion movement,
- the Front de Mode boutique, which promotes committed and eco-responsible brands,
- the ethical collective “Wear it slow”,…
- “ITINERANCE” the Atelier Bartavelle project,
- the hastag #whomademyclothes launched by “Fashion Revolution”.
- the IFM and Global fashion agenda, which work together for a more responsible fashion…
Tools for improvement
The “Pulse of the Fashion Industry” report was created in order to bring as many companies as possible onto the path of ecological and social transformation. The document gives keys to progress for all companies according to their level of progress on these issues with seven key areas of work. Companies must now implement traceability of their supply chain, plan an improvement in terms of water, energy and chemical consumption and require the application of standards concerning working conditions…. To get down to business, they will be able to develop a sourcing of responsible materials, promote an improvement in workers’ remuneration and finally look at the opportunities offered by the digital and digital revolution. Today, for example, Israeli designer Danit Peleg creates clothes with a 3D printer.
Beyond ethical considerations, why not turn to innovative brands that limit intermediaries and go directly into contact with raw material producers? By dint of consuming in the same stores, we all find ourselves with the same pieces in our dressing room, which are more and more copies of flagship models of the fashion shows of the major brands.
It is not a question of changing everything overnight, but of taking an interest in what you buy, of thinking about how you consume. Little by little things will change naturally. Another reinvented fashion is possible, a “human face” fashion.
Is a reversal being made? Let’s hope it’s not just a new fashion trend but a real statement….
WELCOME TO THE FASHION REVOLUTION !