Sustainability and environmentally conscious design are no longer elements that can be ignored in fashion. Some of the most established luxury brands have taken action towards creating products that are eco-friendly and low-impact when it comes to the harms of production. Maje, the chic and modern French label, has become the latest brand to embrace these principals.
First Stone, a denim capsule collection produced with sustainable materials and techniques, signals a fresh direction for the brand. The name of the collection signifies the first of many stones on which Maje hopes to build its responsible future. For Judith Milgrom, Maje’s founder and artistic director, denim made a natural starting point, as it has one of the most wasteful production processes in the industry and therefore has the most room for improvement.
With new stone-wash techniques, the brand has reduced all resources–water, chemicals, and energy–for the denim in the new capsule, without sacrificing Maje’s superior style or fit. “Fortunately, this new technology allows us to keep the design process the same while using a system that’s different than what we have done in the past,” Milgrom exclusively tells CR. “The process uses laser finishing and air to obtain eco-friendly results.” Specifically, technological advancements like laser printing patterns onto the textiles and aging denim with natural gases has made large strides in this production process.
Aligning with the collection’s message, the First Stone campaign features a trio of young creatives who are leading initiatives to protect the environment. Wellness guru Bianca Valle, model and Thomsen Beauty founder Michaela Thomsen, and owner of Rowse skincare line Nuria Val display the feminine touches and effortless details of First Stone that are hallmarks of the brand. These environmental champions show off pieces like a fringe-trimmed jacket, embroidered mini skirt, and babydoll dress.
Aside from denim, Milgrom also wants to address other areas to sustainably develop. “Here at Maje, we are committed towards using eco-friendly ways for all denim go forward in the next two seasons making it 100 percent,” she says. “We are creating coats made from recycled wool, researching using all organic cotton, and continue to work with new sustainable projects each season. Not only products, but packing, transport, etcetera.”
Maje’s First Stone collection is available online now and in-store on October 28, 2019.
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createdAt:Thu, 24 Oct 2019 14:02:52 +0000