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Saturday, April 10, 2021

Is Khloé Kardashian a Victim of Unattainable Beauty Standards — or Part of the Problem?

Earlier this week, an unedited photo of Khloé Kardashian appeared on social media and, as things tend to do on the internet, it spread. Soon after, people began posting about how her legal team was messaging many of them to take it down in a futile effort to have the image scrubbed from the internet.

But in the same way things spread rapidly online, they also never really go away. What followed was the perfect example of the Streisand Effect, which is what happens when efforts to hide something only end up publicizing it more. It was coined in 2005 by Techdirt’s Mike Masnick, and alluded to Barbra Streisand who, in 2003, sued a photographer for violation of privacy for taking an aerial shot of her California mansion as part of a public collection of coastline photographs. Prior to her filing the lawsuit, that photo had only been downloaded a handful of times, but afterwards, due to the publicity, that number rose to thousands upon thousands. So, in much the same way, the internet’s favourite subject of this week became the very photo that Kardashian didn’t want anybody to see.

And much of the chatter has been about why, exactly, the 36-year-old reality TV star wanted the seemingly innocent shot of herself in a leopard bikini, smiling by the water, manicured nails and all, wiped from the web in the first place?

Here’s the thing: the photo is unedited, unfiltered and she’s wearing very little make-up. She also is not the one who posted it online (prayers out to the assistant who made that mistake). And if the Kardashian clan is known for anything, it’s a tightly controlled image.

Many on Twitter expressed confusion, wondering if she wanted the photo removed because “her ‘real’ face doesn’t match the shape-shifting CGI face she puts on IG,” while some noted “she looks gorgeous and happy in this pic, wish we’d see more like this.” Others wondered how the rest of us, who don’t post retouched photos of ourselves online and who don’t have bodies akin to Kardashian’s, should feel about our appearances if she still isn’t proud of hers.

On April 7, Kardashian addressed the backlash in an emotional Instagram post. The caption reads: “The photo that was posted this week is beautiful. But as someone who has struggled with body image her whole life, when someone takes a photo of you that isn’t flattering in bad lighting or doesn’t capture your body the way it is after working so hard to get it to this point — and then shares it to the world — you should have every right to ask for it to not be shared — regardless of who you are. In truth, the pressure, constant ridicule and judgment my entire life to be perfect and to meet other’s standards of how I should look has been too much to bear.”

 

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A post shared by Khloé Kardashian (@khloekardashian)

As the member of the famous family who has received the most criticism about her body since the reality series Keeping Up with the Kardashians debuted in 2007, Kardashian’s appearance has been analyzed for being taller, bigger and blonder — even to the point of speculation over whether she has a different father to account for her perceived physical differences. In regards to this, Kardashian added that her struggle with her body has partly stemmed from having “every single flaw and imperfection” poked at “and made fun of.”

She continued, “You never quite get used to being judged and pulled apart and told how unattractive one is, but I will say if you hear anything enough then you will start to believe it. This is how I have been conditioned to feel, that I am not beautiful enough just being me.” Kardashian goes on to say that she’s used the criticism “to get myself in the best shape of my life,” but not without people wondering if she “paid for it all.” She does say that she loves “a good filter, good lighting and an edit here and there.”

That post includes a video of her topless and attempting to demonstrate that her body is hers, and that what we see on her Instagram feed is real. She even hosted an Instagram Live that same night as evidence, as if removing all smoke and mirrors.

Needless to say, it only heightened the online discussion, with Kardashian trending all over Twitter the rest of the week, and with many calling her out as being “part of the problem,” as a “perpetuator of unattainable beauty standards,” and not to mention someone who, along with most of her family, has profited off unrealistic beauty standards by selling products like flat tummy teas.

Meanwhile, actress Jameela Jamil, who created the body inclusivity platform I Weigh, tweeted that we’re all victims of beauty standards, and that “[the Kardashians] may hurt us, but god did society hurt them.” Katie Couric weighed in, too, commenting on Kardashian’s post that it was “raw and honest” but that “non-stop procedures and constant filters are promoting unrealistic and harmful beauty standards.”

The discussion, evidently, is a complex one. Kardashian is a victim of online harassment, but as part of a family that has long appropriated Black and drag culture in their looks, has promoted weight loss products to its fans, and whose appearances are edited in much of their online content, she is also a perpetrator of the very thing she’s criticizing.

“Khloé is not immune to the pressure that society places on women’s bodies, but her family has also perpetuated those toxic, unrealistic beauty standards,” says Aisha Fairclough, a body image advocate and co-founder of Body Confidence Canada, an organization that supports body diversity through programming and community engagement. “They have profited off of these standards through flat tummy teas, body-contouring shapewear and by emulating physical features often associated with Black aesthetics. That’s down to the fuller lips and larger buttocks that are weaponized when possessed by Black bodies. You cannot discuss the Kardashians and body image without applying a race, class and gender analysis lens.”

In recent years, any one of the Kardashians or Jenners can be found in magazines, on red carpets or walking down the street, always turned out. Their heavily made-up aesthetic has been so pervasive over the years that it’s come to dominate the look of social media influencers and Gen Z. That look — which consists of symmetrical eyebrows, filled lips, bronzed skin and baked-on layers of make-up — was even dubbed “Instagram face” by the New Yorker’s Jia Tolentino. Add on the trim waist, large chest, toned tummy, curvaceous behind and long hair, and you’ve got a hell of a mold to try and fit into, one that consists of many features that women of colour aren’t typically praised and idolized for the way the Kardashians are.

Consider Khloé’s younger sister, Kylie Jenner, who came under fire in 2015 for plumping up her lips while lying about using fillers. When she later revealed the truth, she had a makeup line to sell alongside it, so you could — theoretically — achieve the same look with nothing more than a lip liner and gloss.

So while, yes, it is difficult to live up to today’s beauty standards, the Kardashians are guilty of continuously perpetuating them. There’s a confounding cognitive dissonance, then, to saying you don’t feel “beautiful enough just being me,” while also hosting a show called Revenge Body, selling fans diet products and encouraging them to try to emulate the impossible-to-achieve image you post daily on your Instagram. An image that is, undeniably, often Photoshopped. It’s a powerful thing, after all, that while Keeping Up with the Kardashians is wrapping its 20th and final season later this year, the family’s impact is likely to last far longer.

In order to move forward and break this damaging cycle, imagine a world in which the Kardashians never posted retouched, filtered images? Or if they did, and if they happened to buy a nip here and a tuck there, they were completely transparent about it?

“Khloé has the right to do what she wants with her body and to take down any picture she wants, but it would have been a step in the right direction to leave the unedited photo online and not make excuses,” says Fairclough of Kardashian wanting to remove an image she didn’t consent to being shared online. “[But] by removing the photo, what message does it send to actual fat people, women, girls and people of all genders who struggle with Eurocentric body image ideals? For the sake of body justice, ‘body positivity’ and for all the women that struggle everyday with their body image, she should have left it up. We are living through a pandemic and we are all fighting to stay alive and survive in the bodies that we are in. Khloé could be telling us that we should be grateful for our bodies, lumps and bumps that make us whole.”

It’s clear that Kardashian is struggling with body image issues, as are so many women and girls today. Multiple studies show that those experiencing body dysmorphia or any kind of preoccupations with their weight typically display higher levels of symptoms for depression and anxiety, and are more likely to have suicidal thoughts. Key causes of those concerns can be any of the following, according to the Mental Health Foundation: our relationships with our family and friends, how they speak about bodies, our exposure to images of idealized or unrealistic bodies through media or social media, and the pressure to look a certain way or to match an “ideal” body type.

“Khloé’s story sounds like the story of many people who have fallen prey to a visual culture that undermines women and girls at every turn in its attempts to shape us literally and figuratively into taking up as little space as possible,” says Fairclough. “Khloé may very well need help, but this is larger than Khloé: our society needs help. There should be no apps for lightening or tightening our skin and bodies. And Photoshop should not be used to alter our images to make us look younger or thinner.”

The sooner we reach that stage, the better we all — including Khloé — will feel about our authentic selves. But for that to happen, the Kardashians, Jenners and all the other powerful figures in Hollywood and beyond who perpetuate and profit from impossible beauty standards must stop playing the game and start being honest.

The post Is Khloé Kardashian a Victim of Unattainable Beauty Standards — or Part of the Problem? appeared first on FASHION Magazine.



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A New Collection from Vancouver-based Label Lezé Meets the Moment

“Instead of just selling clothes, how do we stand for something?” It’s a question the founders of Lezé, Tanya Lee and Karen Lee, have pondered since launching their values-driven brand in Vancouver several years ago.

The original concept for Lezé is more timely than ever, as Tanya was inspired by her friend’s penchant for wearing pyjamas out in public — and “not the silky, stylish kind,” Karen laughs — before maximum-comfort dressing became the norm for many of us over the last year.

“We thought, what if we create something that felt like pyjamas but had the structure of something you could go to work in?” Karen recalls about the ideation phase of Lezé coming to life. And it was essential for the duo to focus on how to make these pieces as ethically and sustainably as possible, she told FASHION during a Zoom call earlier this week. “There’s so much waste in the world — why not use what exists?”

Karen points to her partner’s experience in the textile realm of the fashion industry as being extremely valuable for their brand’s evolution; Tanya is the vice president of Tobimax Textiles, the manufacturer of Lezé’s range of haute casual garments that has facilities located in China and Taiwan. It’s been crucial for Tanya and Karen to be transparent about their brand’s practices, and visitors to the Lezé site can learn more about the compensation and working conditions of the people making their products.

leze vancouver
Photography courtesy of Lezé

She goes on to speak of the DMs, emails and comments she and Tanya receive from customers regarding their overseas production. “We’ll get written off,” Karen says. “One comment we’ve heard was, ‘That’s unfortunate. I prefer Canadian, not Asian-made.” While obviously hurt by such sentiments, Lezé’s founders use their platform as one of education and advocacy. “There are a lot of conversations that need to be had, and it’s an opportunity for us to speak on [this] because we know.”

It’s harmful to ignore how a swell in acts of racist aggression and violence towards people in Asian communities is linked to the stigma attached to offshore manufacturing — despite the fact, as Karen points out, that it extends far beyond fashion to include a great portion of the other items we rely on every day (our virtual life lines, the cell phone, included).

“Don’t get me wrong, there are a lot of bad manufacturers,” Karen says. “That’s where the negative perception comes from. [And] people don’t know what they don’t know. I don’t blame people for not knowing, but it would be great if they went into being better educated without having the bias that whatever is made overseas is bad.”

“Oftentimes if you manufacture overseas, you don’t actually know how things are done unless you go there yourself,” Karen continues, adding that the notion of something being made “ethically” or “sustainably” isn’t interchangeable.

leze vancouver
Photography courtesy of Lezé

These conceptual connections are so vital but also largely nascent, in part because historically, fashion brands have been hesitant to share trade information in order to play into the idea that something that’s exclusive is inherently of more value.

“It’s important for us to show where our clothes are made,” she says. “And it’s a taboo subject in fashion; for some brands, their factory is their ‘secret sauce.’ [But] we want to open up the conversation and break the stigma of something being made in Asia being of bad quality. There’s so much good technology out there that we want to shed light on!”

She highlights how far ahead a country like Taiwan is in terms of working with textiles fabricated from recycled and waste sources. Since launch, Lezé has offered designs crafted with materials made from plastic bottles, coffee grounds, fishing nets (their “hero” material, Karen says), and most recently, the cellulose from sustainably sourced Beech trees. It’s turned into Lenzing Modal, a much-touted material in the eco-friendly fashion space.

The Beech Trees collection, which was introduced last month, “took a long time to come up with,” Karen says. “It reflects the time we were having as a company. We were in a lot of production debt, and we found ourselves leaning into the idea of being planted, not buried, and took the inspiration from the journey of [a] tree. They spend a lot of time growing roots underground, and nobody can see them…there’s this idea of building a foundation, and that when they emerge from the soil, the only way they go is up.”

Not only does the philosophy of this new collection call out to a current moment where we’re all undoubtedly feeling a bit buried ourselves. It will also resonate with those of us still looking for a leisurely approach to dressing given the soft, sultry silhouettes offered such as the breezy Monterey jumpsuit and Mira cardicoat.

lezé vancouver
Photography courtesy of Lezé

Happily, this particular piece — which fuses the coveted slouchiness of a well-worn sweater’s with a tailored topper — is part of a promotional sale Lezé just launched with the Albertan eco-minded accessory brand, Poppy Barley. Between now and April 12, if you purchase the Mira cardicoat in any colour or Poppy Barley’s Polished mule in black, you’ll receive a discount to shop the other label at 15% off. (The two female-founded companies have also joined forces for a pop-up event, with Lezé pieces appearing in Poppy Barley’s Edmonton and Calgary boutiques until May 2.)

The spirit of collaboration seen here trickles into all facets of the Lezé ethos, with Karen and Tanya paying close attention to the wants and needs of their customers through regular follow-up calls for purchase feedback. Karen says that this is also one important way in which they can work towards even further sustainability within the brand’s output, given that refinement in design and production choices are integral to having an eco-friendly approach. “We use an app called Inventory Planner,” she adds, “that tells us how and what product is moving. [It’s a] constant journey of gathering data and feedback.”

This emphasis on technological and community-centric progress-over-perfection is working for Lezé, but Karen says they’re careful not to clutter their minds with the grand totality of what “mindful design” really means. “In the sustainability space, it’s easy to get on that judgemental side,” she says. “Looking at your progress versus someone else’s instead of just looking at your personal progress.”

So, it comes as no surprise that they had the idea for a collection influenced by the lifecycle of a tree. As Karen says, it’s based on “a story of becoming,” after all.

The post A New Collection from Vancouver-based Label Lezé Meets the Moment appeared first on FASHION Magazine.



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4 BIPOC-Owned Fragrance Brands Who Are Creating Change in the Perfume Industry

These four BIPOC-owned fragrance brands are using the power of storytelling to create both challenge and change in the perfume industry.

UNIFORM

Uniform
Photography courtesy of UNIFORM

Haisam Mohammed’s olfactive inspirations can’t be found in a field of flowers or on a sunny coast in the Mediterranean. “My inspiration comes from the manifestation of a life lived among high-rises, which are often the homes of people of colour,” he says. Born in Sweden to parents who emigrated from Eritrea, Mohammed grew up among the high-rises in the outer city parts of Stockholm. “These high-rises housed a lot of families that had a variety of ethnic backgrounds,” he explains. “When they blended spices, burned incense or cooked, the scents slipped through the cracks of the doors and accumulated into this special smell that could only be found in the stairwells.” Those overlooked spaces may be based in Stockholm, but their scent stories are universal and have been given the spotlight in UNIFORM. In 2020, Mohammed launched the brand with three vegan and cruelty-free perfume oils that you can easily slip into your pocket and reapply throughout the day—a format that pays tribute to his father, who had drawers full of perfume oils that he used to collect. “Scent was such a huge part of my parents’ heritage, whether it was in the food, the perfumes or the incense they brought with them,” he says. “These cultural experiences had been expressed through music, fashion and art but never via scents.”

Bailly

Bailly
Photography by Jen MacPhee/Love You Squared

When Halifax-based co-founders Ariel Gough and Edwina Govindsamy decided to launch a fragrance brand, their first goal was to create something for sensitive noses that was inspired by Gough’s mom, who had a severe fragrance allergy. “We thought, ‘Wouldn’t it be great if people with fragrance sensitivities could wear it?’” says Gough. Bailly’s perfume oils are coconut oil-based and formulated without alcohol (known to be an irritant). They also wanted their business to have a positive impact, donating the proceeds from their first collection to the Girl Power Project in support of girls’ education in Uganda. But perhaps their most ambitious undertaking was the desire to change the way fragrance is marketed. Moving away from the fantasy world of traditional advertising, they showcased real women doing real things for their second fragrance collection, called Limitless. “It highlights women breaking the glass ceiling in under-represented fields like aviation, data analytics and carpentry,” says Govindsamy. One of the faces of the collection is Lydia Phillip, a glider flight instructor with the Cadet Instructors Cadre who was the first Black female flight commander at the Debert Cadet Flying Training Centre in Atlantic Canada. Continuing their mission to have a voice in the global conversation about fragrance, Gough and Govindsamy are currently working on a new scent launch for later this year that focuses on health and wellness.

World of Chris Collins

World of Chris Collins
Photography courtesy of World of Chris Collins

Chris Collins spent 20 years as a model at Ralph Lauren before setting his sights on fragrance. His time with the fashion house helped him learn about luxury and branding and ultimately launch World of Chris Collins in 2017. It also introduced him to Kilian Hennessy, of Kilian, who became a mentor after they worked on a bespoke fragrance project together. “His fragrances set the bar for my creations,” he says. “I wanted to create unique, powerful fragrances like his but with my own DNA attached to them.” Part of that was using scent to shine a light on Harlem—a place Collins called home for almost 20 years. “No one had ever made the connection between Harlem and the French when it came to perfumery, and I always wondered why,” he recalls. “Then I thought, ‘What a wonderful story to tell of the cultural exchange between New York and Paris.’ A lot of African-American performers, poets and writers — like Josephine Baker, Langston Hughes and James Baldwin — left Harlem for Paris because they were more accepted there.” The Renaissance collection pays homage to the period. Collins’s brand is currently the only Black-owned fragrance label available at Bergdorf Goodman and at many other retailers where it is carried. “I’m not sure why,” muses Collins. “There are lots of good brands out there, but if they’re not given the opportunity to show their stuff, they’ll never have the chance to succeed.”

Jazmin Saraï

Jazmin Sarai
Photography by Abel H.

When Dana El Masri was studying at the Grasse Institute of Perfumery in France, she was required to create a fragrance for her final project. After being trained in a classic French method mostly by French perfumers, she ended up with a fragrance that was quintessentially ancient Egyptian. Since then, rejecting conventions has become one of her defining traits as a perfumer. “I want to express new narratives because ancient perfumery comes from Mesopotamia,” she explains. “There are so many things that have been colonized and repatriated without any understanding of the origins. It’s about sharing new stories or stories that actually exist but are hidden, stolen or forgotten.” The Montreal-based perfumer’s fragrance brand, Jazmin Saraï, embodies that very idea with an interdisciplinary, multi-sensory approach that combines music, art and culture. Raised in Dubai by an Egyptian mother and a Lebanese father, El Masri moved to Canada to pursue a singing career and study and was later drawn to perfumery. After creating fragrances for other companies, she turned her attention to her own label to create on her own terms. Her first collection, The Playlist, imagines what a song would smell like if it were in scent form. Other fragrances, like Fayoum, are an olfactive ode to the Middle East. “I wanted to swap the negative war-torn images of my countries,” she says. “There’s so much scent metaphor in the Arab world. It’s a huge part of our rituals, from how we express ourselves to the way we involve it in all of our social interactions.” She seeks to illuminate those rich cultural histories with her fragrances.

The post 4 BIPOC-Owned Fragrance Brands Who Are Creating Change in the Perfume Industry appeared first on FASHION Magazine.



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Friday, April 9, 2021

18 Face Masks to Wear This Spring and Summer

It may be 2021 but with the ongoing COVID-19 pandemic, it’s crucial to continue wearing face coverings when we leave the house. Now that the weather is finally warming up and we enter our second spring in the COVID era, black and grey masks are feeling increasingly monotonous. Luckily, fashion designers have drawn inspiration from brighter, sunnier days to bring us summer face masks that are nearly impossible to feel grumpy in. Tanya Taylor’s offerings have transformative powers, with prints and colours that scream Palm Springs and just dare you to have a bad day while wearing them. Fellow Canadian label ai Toronto Seoul, on the other hand, took a more practical point of view, using a quick-absorbing and fast-drying Aersosilver antibacterial yarn — which is ideal for those sporty spices breaking a sweat outside while masked up.

With the pandemic continuing to keep us on our toes, we’ve rounded up 18 summer-ready face masks that will bring some much-needed excitement to grocery store and pharmacy runs in the warmer months ahead.

ICYMI: Some spring style inspo to pair with your new masks.

The post 18 Face Masks to Wear This Spring and Summer appeared first on FASHION Magazine.



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The 2021 CAFA Awards Will Be Virtual — Plus, This Year’s Host

After a tumultuous 2020 during which the Canadian Arts & Fashion Awards (CAFA) Gala was first postponed and then eventually cancelled due to the ongoing COVID-19 pandemic, the annual festivities recognizing Canada’s brightest fashion stars are going virtual this year.

CAFA announced on April 8 that its seventh annual Awards Gala will take place virtually on May 19, 2021.

The beauty of a virtual event? No limit to the guest list! “In place of the traditional in-person CAFA Gala, the 2021 edition can be experienced virtually by all,” reads a press release. “A first for CAFA, the digital format democratizes the Gala while acknowledging and honouring Canadian fashion’s great creatives.”

CAFA Awards 2021 host Amanda Brugel
Amanda Brugel attends the 2019 CAFA Awards Gala. Photography by George Pimentel.

The host for the 2021 virtual CAFA Awards Gala was also revealed, with Canadian actress Amanda Brugel, known for her work on The Handmaid’s Tale, Kim’s Convenience, and Workin’ Moms, at the helm. Additionally, awards will be “presented by notable Canadian figures in fashion and pop culture,” according to the release.

TV personality and comedian Jessi Cruickshank hosted the last gala, in 2019, while Brugel hosted the From Stitch to Screen event in partnership with The Academy of Canadian Cinema & Television in 2017.

“I am thrilled to be a part of CAFA’s first-ever virtual Awards Gala,” said Brugel in the press release. “Now, more than ever, it is important to uplift and acknowledge our incredible homegrown talent across the arts and fashion industries. This event will be unlike anything CAFA has hosted before.”

The 2021 CAFA Awards Gala will celebrate the nominees and honourees previously announced in 2020, including model (and former FASHION cover star) Maye Musk, womenswear designer Tanya Taylor and Drake’s lifestyle brand OVO.

Winners will be announced on May 19 at 7:00 p.m. ET during an hour-long show broadcasted live from Toronto, with additional programming, including a virtual red carpet and pre-show, kicking off just prior.

To register to watch the 2021 virtual CAFA Awards Gala, visit www.cafawards.ca.

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Thursday, April 8, 2021

Meet the Founder of Non, the Denim-Centric Label That’s “Conscious by Design”

Like many of us over the past year, Pete Hellyer — founder of Non, a denim-centric label based in London — has been searching for meaning. With 15 years of experience in the e-commerce and digital realms of the fashion industry, he found his client-based work was becoming more sporadic as the pandemic’s hold intensified. “I had a lot of free time, and there was a lot of uncertainty,” says Hellyer, who had worked as creative director for businesses including Ssense and The Outnet before going freelance.

To bring a little cheer into his life, Hellyer — who, again like many of us, found himself primarily wearing loungewear throughout lockdown — decide to treat himself to a pair of jeans. “I live in denim,” he notes of his typical attire. “I’m one of those people with a uniform [of] a white tee and jeans.”

Finding a pair with satisfying style, sustainability and ethical production credentials proved difficult for Hellyer, but the process sparked an idea. “I thought, I’ve got a lot of time on my hands — I’ll make some.” Initially predicting that he could produce a small run of jeans that were both ethically made and environmentally friendly, the more Hellyer researched and investigated materials and manufacturing, the more he realized he’d have to augment his scope to turn his idea into a reality. “Making 100 pairs wasn’t possible” with the minimums that exist in the textile industry, he says. And so, Non was born.

non denim
Photography courtesy of Ssense

“I had no intention to launch a fashion brand, and I don’t identify as a fashion designer,” Hellyer notes, describing the origins of his line as a “happy accident.” The name speaks to Non’s lack of logo and branded elements, as well as the fact that the pieces are non-gendered and its production endeavours to be non-wasteful. And unofficially, it’s an acronym for the idea of “Now or never” — a prescient provocation given the perpetually tumultuous times we live in.

“What I’ve really enjoyed is that it’s given me a sense of purpose,” says Hellyer of how it’s felt to dive into this new endeavour that has such a timely mandate. “It’s a mission I really buy into and believe in, which I haven’t maybe always had in my work. In the fashion industry, there’s not always purpose behind everything that we do.”

Despite its admirable ambitions, Hellyer is hesitant to describe Non as “sustainable,” instead bestowing it with the ethos of “Conscious by Design.” The label’s range of selvedge denim pieces, which include a variety of jean styles, jackets and accessories, are made in Turkey by Isko, a mill that pays workers a living wage and is a bluesign® SYSTEM partner (meaning it adheres to strict and safe production protocols that have an environmentally-sound focus).

non denim
Photography courtesy of Non

“I wanted to push every element as far as we could,” Hellyer notes of the brand’s use of vegan organic and recycled materials, as well as its unisex design philosophy. Non also offers a take-back program for its wares, meaning customers can send in old items, which are donated or recycled, and receive a discount their next order.

Additionally, Hellyer strives to give Non’s garments an innate versatility (i.e. you can wear them either fitted or oversized) that lends to longevity. “If you have a jacket that you can wear multiple ways, it’s like having four jackets,” he says of how he envisions design practices enabling customers to adopt better consumption habits going forward. “And it’s important that [these] are items that don’t age.”

While Non’s styles might have an aesthetically timeless quality, they also possess a decidedly modern aspect: The inclusion of a scannable NFC tag that allows consumers to glean garment care instructions and information about the piece’s provenance. This clever bit of tech, created by Non partner Eon, also affords future recyclers a breakdown of data to “improve end-of-life management” of the item, according to the brand’s website.

“I’ve always wrestled with working in fashion to some extent,” Hellyer says about why he’s taken such measures with his fledgling label. “I’m a huge advocate of personal style and self-expression and individuality; but inherently, being a sustainable brand in the fashion industry is a problem because the philosophy of the industry is the problem. The very definition of it is based on redundancy — the fact that something is extremely sought after and then not desired six months later.”

non denim
Photography courtesy of Ssense

In grappling with the complexities of want, need and waste, Hellyer has opted to take an approach with Non that centres around transparency instead of preaching to or inundating interested customers with pie charts and often mystifying certifications. “I think that’s why greenwashing is sadly so effective,” he says about how insider and intellectualized much of the discussion around “sustainable fashion” has become. Hellyer describes the information presented on Non’s website as “warts and all,” indicating that there’s still more he wants to improve on within its production framework. And it reflects the paradoxical nature of sustainability in the fashion world.

Hellyer highlights how the current landscape leaves little margin for improvement as so many aspects of it are treated as binary issues, and that the acknowledgement of who gets to be a “conscious consumer” is also desperately lacking. “You have people who have money to play dress up and can afford to wear ethically-made products,” he says. “[But] it’s hard to deny someone who doesn’t have the disposable income the same sort of pleasure or self-expression because they can only afford clothes that are unfortunately made less ethically.”

For his part, Hellyer hopes that the strides he and other like-minded brands are making will influence and inspire more mass businesses, meaning that ultimately, every consumer can make better calls when it comes to clothing and accessory purchases. “It’s exciting that things are moving quicker in certain directions,” he says of the gaining groundswell of biomaterial research, considered production practices and mounting circularity in the style space. Yet as he so rightly continues, inclusivity must be part of the equation to truly make these gestures meaningful.

“If we can be part of that conversation and show processes and materials that help make a change in bigger brands and wider parts of the industry, that’s going to have a greater impact than if I make a thousand pairs of jeans really ethically and sustainably,” he notes. “That’s not going to change the world.”

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The Founders of Atelier Cologne on Genderless Fragrance + How to Shop for Scents Online

Has there ever been a more confusing time to find a new summer scent? With warmer weather approaching, a time when many people like to switch up their usual fragrance for something bright and summery, current stay-at-home orders in many provinces make stopping by your favourite beauty retailer to take a whiff of the new fragrance launches a thing of the past. But at the same time, using scent as a mood booster right now seems like a no-brainer. So what’s a scent lover to do?

We sat down with perfume power couple, Sylvie Ganter and Christophe Cervasel, founders of Atelier Cologne, to chat all things fragrance — including how to shop for perfume online.

On using fragrance in the last year to cultivate a sense of freedom

Christophe: “I’m very much a morning and evening person in terms of perfume, so I use two different scents in the same day. Morning for me is about energy and freshness, and in the evening it’s more about calm and sensuality. Perfume has always been key for helping us reinforce the mood we want to be in. So we’ve been using perfume a lot during quarantine. Candles as well. These things have a strong impact on your brain and mood. I recommend consumers try to figure out which ingredients, which notes, can contribute to making them feel more in the moment.”

On Atelier Cologne’s latest launch, Lemon Island

Christophe: “As usual, it’s a combination of our own experience and love of raw materials. Five years ago we had a chance to go on a boat trip with our kids and [visit several] small islands along the Pacific ocean. It was there that we had the idea to work on this fragrance, [inspired by the] sunny, salty, oily scents of coming back from the beach.”

Sylvie: “We love citruses at Atelier Cologne and we’re always on the hunt for new types of citrus ingredients that have never been used before. So when we were [approached with the concept of using] a very specific type of small, green lemon growing on an island along the Indian ocean, we jumped to do something with this raw material and to really try to create a scent that is reminiscent of an escape to paradise — where you’re connected to nature, it’s a new beginning and everything is serene and turquoise and beautiful. It’s that feeling of salt from the ocean on your skin mixed with suntan oil and the warmth of the sun. We asked ourselves, ‘how do we use the ingredient to recreate that moment?’ We started working on it back in 2016, so it’s [funny] that it’s coming out at a time where we’re all locked in and cannot travel. It’s a real escape.”

Christophe: “The green lemon is quite bitter and very peppery, which we liked because it conveys the freshness of citrus, but with a more powerful personality. And this lemon from the island was going in the trash; they weren’t using it for anything. So we also liked the idea of using a natural material, that had no end initially, to contribute to the well-being of the local population.”

Atelier Cologne founders Sylvie and Christophe
Atelier Cologne founders Sylvie Ganter and Christophe Cervasel

On how consumers can shop for new fragrances online

Christophe: “I have two pieces of advice. The first is quite simple, but it’s why we partner with retailers like Sephora. If you are a Sephora customer, you’ll receive perfume samples with your orders. Every time you order, you can choose between three free samples and very often you’ll see an Atelier Cologne sample [as one of the options]. We give Sephora huge quantities of samples because we believe it’s fundamental to allow [customers to sample new scents].

“And my second piece of advice is to try to really understand the emotion and the feeling that the perfume is conveying [when shopping online]. For instance, with Lemon Island it’s quite easy to understand what the scent will smell like on your skin, even if you are not physically able to spray the perfume, because of the description of the ingredients and the story behind it. We try to make this emotion very precise for a customer so they already have an idea of the scent [before smelling it].”

 

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On why all Atelier Cologne scents are unisex

Christophe: “Well, the first reason is that we’re a couple and we don’t want to make any compromises, so every scent is meant to be appreciated by both Sylvie and me. We have different tastes in fragrance; Sylvie loves woody scents which most of the time people describe as masculine, and I love flowery scents which most of the time are described as feminine. It’s just part of our creative process to take a new formula and pass it around [our team] of 20 to 30 people and make sure it’s not possible for them [to say] ‘This is a feminine scent’ or ‘This is a masculine scent.’”

Sylvie: “It’s true; when you blend woody scents and florals together and then add citrus on top, you get something that can be easily worn by a man or woman. And then it depends on how a scent works with your skin. so If Christophe and I wear exactly the same scent, it’s not going to smell the same on him as it does on me.”

The post The Founders of Atelier Cologne on Genderless Fragrance + How to Shop for Scents Online appeared first on FASHION Magazine.



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