The decline of ethical fashion… Continued…

A year later, I thought we could take stock of the frankly not-so-positive post I wrote one evening.

I don't really know where to start...

First, I have to tell you that things haven't improved over the past year. No. Other brands have closed or are on the verge of closing. And between you and me, I'm taking it pretty hard. The latest big blow I've just taken is the discontinuation of Tudo Bom. Yet, for me, the brand had all the hallmarks of a successful ethical fashion brand... Own stores in Paris and Brazil, a VERY large investment from L'Occitane (which I think allows you to launch more products...) and yet no, probably not profitable enough.

Copyright Peau-Ethique

So I ask myself the question (which is not just rhetorical): to truly succeed in Ethical Fashion, should one remain a small brand and not have the ambition to become ultra-mainstream (well-known for non-bilinguals)?

Because let's be honest, we don't work for glory. Nobody does. Unless you're a rentier (but that's another topic). We're not saying we want to be millionaires, otherwise we would have launched Zara (haha, I laugh at my own joke), but enough to be happy. And we are. We are lucky.

Many people believe that getting into Ethical Fashion (i.e., creating organic clothing) is the future because consumers have changed. WHOA, I'll stop you right there. That's false. There's a total lack of interest in "real" Ethical Fashion (i.e., real small brands, not the giants that make one product and everyone talks about). I feel like we've gone back 10 years, when people laughed when I said I worked in organic lingerie. On top of that, people are ultra-skeptical. I don't know why (oh yes, I think it's understandable when you see how society is evolving).

Last year, stores were closing; they're still closing, but now there's also less creation. So for a brand like ours, it's not fun every day.

Sometimes, honestly, I've had enough, wanted to quit everything, this constant feeling of Don Quixote facing my windmills, and it's exhausting. I don't see how to keep us moving forward (and increasing revenue, which, between us, is the sinews of war).

Copyright Peau-Ethique

I always come back to the media, because they also dictate trends. No one will be interested in us. They'll prefer to talk about H&M (yes, I always use that as an example, but their communication in magazines and blogs is quite nauseating) saying, "Hey, it's cool, H&M is finally getting into organic, and their collections are beautiful, and look, their muse is Vanessa Paradis after all." How can we exist alongside that? I can't keep reminding people that it's not 1% of H&M's collection that makes it an ethical fashion brand... (nor the disgusting dyes they use for their other products, nor the sweatshops where products are made...) But hey, windmills and all that... (If a journalist happens to stumble upon this and wants to talk about Peau-Ethique: WELCOME, but let's not dream!)

And also this "false" enthusiasm for Made In France, I talked about it recently, so I won't repeat myself. If we need to offer Made In France panties to reach more people, then we will...

In fact, the positive thing, despite everything, is that we are still here and doing okay. Of course, things could always be better, but oh well... Customers come back and are happy, so that's encouraging to keep going. And we still keep our fists up (yes, that's Amel Bent!)