Should ethical fashion be aimed at hipsters?

I read the InrocKs article. My eyes bled. And they also cried blood. But that's not just the problem.

In fact, I find it extremely harsh for the Ethical Fashion players who have been around for 10 years. And 10 years, believe me, is a long time. Yes, I'm speaking for us. To hear: "The new players have understood that they had to go through creation and be distributed at Colette or Centre Commercial, instead of being relegated to the ethical category". I don't really know how to integrate that sentence into my little head. Does everyone really have at least €50 to spend on a t-shirt because it's a designer t-shirt and organic too? Is that the ultimate goal of ethical fashion today, to only appeal to hipsters? People who respect their look above all, and the planet a little because it's super trendy. But that's it.

I'm going to talk about my own case without generalizing, because I really don't think I represent France or a generation.

So I eat organic (a lot), vegetarian/vegan as much as possible, my cosmetics are organic. AND MY CLOTHES ARE OFTEN ECO-FRIENDLY. Yet never in my entire life would I spend between €50 and €60 on a t-shirt.

Credit Photo Peau-Ethique

Why? It's organic cotton, it's fair trade, I know the price of organic cotton, I know the dyeing process, and above all, I know the constraints of working in fair trade.

I take note of it. But is that why the distributor has to inflate their margin? That they have to say yes, but it's designer/ethical, so it'll go down smoothly? I ask?

Hey people, what's this new craze? We create brands only for designer boutiques that will target whom? Oh yes, it's prestigious to be sold at Colette. Obviously, I would have loved for Peau-Ethique to be sold in a store everyone knows (everyone = mainstream) (and even in the provinces). But that's not the case. Should I question myself and review my positioning? Tell myself, yes, but it's normal, Ludivine, your products are ugly and of poor quality... No, to tell you a secret, we don't communicate about it because it's not our policy, but famous people wear Peau-Ethique. So there, we are a small, discreet brand, but still. And we've been here for 10 years. I've seen designer brands. Not for long. Let's see in the long term which strategy is best...

I sincerely believe that the perception of ethical fashion made from (add the animal you want) fur has changed a lot. Everyone does organic, whether or not they respect the workers. But in any case, certainly with organic materials. So why say: "The creators who surfed the wave of claims throughout the 2000s were wrong". Because most of them closed? Is that the reason? I really don't think so. People are increasingly questioning the origin of clothing, who made it, how, and making this kind of remark, making people believe that the real problem of ethical fashion is to be sold in designer boutiques to exist, makes me laugh out loud. I have to tell you that having been involved in ethical fashion for many years, I only know 2 of the brands mentioned in the article. I take it very badly. Or not.