In contrasted economy circumstances, Made in & full transparency are the new tools of soft power, especially in fashion. Thus,"Made in France" is popularised & is becoming a new kind of branding, a real token for sustainability and quality !
Indeed in such a disruptive business, strong trends of changes are taken seriously. For instance, BOF/Mc Kinsey State for Fashion 2019 (1) report predicts an explosion of small business and manufacturing coming home to adopt agile made-to-order production cycles. And global fashion agenda CEO 2019's report (2) ranked core priorities:
- SUPPLY CHAIN TRACEABILITY
- RESPECTFUL AND SECURE WORK ENVIRONMENTS
- FOURTH INDUSTRIAL REVOLUTION
During our last store checks and fairs visits, we noticed a special return of Made in France in severals category of products, especially in fashion and furniture design. So we explored some examples.
Vive la France, is a pop up shop concept, launched by the seal of approval certification, Origine France Garantie, where you strictly find made in France fashion, accessories, kitchen tools, household linen...The very first one was inaugurated in Sept 2018 in Paris and with proven experience, this shop extended its opening by 2 month. The story is reproduced to Le Havre where another shop is opening this week. According to OFG, 75% of french think that Made in France is a guaranty for a better quality.
Le slip français claims 100% made in France production and doesn't hesitate to share its supplier's map on the website. Thus, Guillaume Gibault the creator of this underwear & accessories brands insists to preserve the french local savoir faire ! For instance, slippers are made in Charente in an ancestrale factory which started in 1907 ! Customer experience wise, on the eshop, in the search parameters along size or colours, you can also select the area where the product is made in.
Jolies mômes the french lingerie brand who has a 100% European sourcing whose 80% is from France and manufactures most of its collection in France. Visit her pop up : 8 place Charles Dullin in Paris from 22nd to 25th May !
Les Récupérables ("The Recyclable") became the queen of fabric up-cycling ! She uses the circular economy to source her fabrics and to exclusively employs recycled fabrics to create womenswear collection in limited edition ! The brands is also involved with solidarity economy having her collections made in small social inclusion workshops. A process that Valentine Gauthier initiated in some collection few years ago.
From up left to bottom right : Slipper Tartan prune from Le Slip Français, Sexy Kombi for Les Récupérables, Edition 12 costume from De Bonne facture, Melody lace triangle bra from Jolie Môme and the facade of a jersey factory in France.
All those examples shows that transparency and open source are not a limitation anymore. In addition, the approach of recycle and more expensive products isn't a brake for purchasing good quality !
During the last Hyeres fashion festival FFHC ( french haute couture federation) organised a conference entirely dedicated to craftsmanship and savoir faire... : "Back to craft" !
Handmade is the future, Todd Oppenheimer the founding Editor & Publisher of Craftsmanship, has been working as a journalist since 1978 and recently presented a mini documentary in collaboration with The Centre for Global Heritage and Development. " The future is handmade " is about a Dutch archaeologist who found artisans and thought leaders who are redefining craft, skill and, ultimately, the real meaning of a knowledge economy. A model which is applicable for the local made in and the fights for Savoir- Faire...
Another very good example is the collective Made in Town, launched by ... Through the 4 sections they selected : Art, Garment, Object, Gastronomy, the organisation promotes Made in France raw material sectors and supports local manufacturers & Savoir faire with a very trendy touch ! Among the services the collective offers, there is a magazine, some digital know how service and an e.shop where you can buy the products from their brands members ... A complete platform for made in France friendly !
In conclusion, for some industries and especially for fashion, Made in France helps to manage the heritage and a guaranty of quality and luxury !
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