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Motivated by the idea of offering more responsible

clothes that last for years, many brands have

reassessed their production methods, their choice

of materials and how they organise manufacture.

The pre-ordering process is revolutionising the

sector and has been adopted by certain brands. It

showcases their desire to avoid overproduction

while uniting their buyers in a community that

shares the same commitments. Perfect clothes are

not that far away...

Architect Mies van der Rohe, the man behind today’s

trend for "less is more” could never have imagined how

visionary his idea truly was. Faced with sky-rocketing

inflation, consumers are progressively changing how

they buy. Perfect clothes have everything to win

consumers over. They are a guarantee of sustainability,

are ideal for handing down and have been designed to

respect the environment. For the manufacturer, they

also embody a new kind of production organisation.

For the buyers, they encourage a new state of mind

where the banal act of buying becomes a militant

stance with a sense of pride and the notion of belonging

to a community of responsible and engaged consumers.

Buying has never had so much meaning.