Say No To The Infernal Cycle of Fashion

Say No To The Infernal Cycle of Fashion


On my left, a fashion industry that churns out 52 collections a year, is designed to make us feel “out of trend”, that plays on our insecurities—and I’m not even going to wade into the ethical debate of waste production, energy consumption and all that c*@p.

On my right, a fashion industry that nurtures artisanal fabrication by specialised ateliers, full knowledge of the supply chain, hiring of apprentices to transmit artisanal know-how and techniques, and small seasonal collections.

So I ask you: which side of the fence are you going to stand on? Personally, I see no romance in buying a dress made by a robot.


1 scarf—

3 ateliers—3 countries—

1 philosophy: considerate, qualitative fashion.

In comes Florence Bourgade. She had a super successful fashion line of silk and cashmere scarves sold in 3 continents at high end boutiques. What’s to complain about you ask? Well, the more her bank account was growing, the more her soul was shrivelling. So she started from scratch again—working exclusively with cashmere hand spun by women in the Hymalayas, embroidered with lace in a small atelier in Madrid owned by a seamstress who worked at Dior and Valentino before opening on her own.

It’s all in the delicate detail—can you see the fagoting stitching that joins the silk and cashmere panels on the Jacky scarf? It is realized by a specialized seamstress in Belgium. Click here to learn more and see how this intricate stitch is crafted.

Florenz 1.jpg

Florence no longer sells at the big tradeshows or during Fashion Week.  Instead she forges personal relationship with boutiques she feels understand and respect her ethos.

Monsieur Dior would have approved.

Like what you see? Want to experience the feel and craftsmanship of Florenz for yourself? Contact me if you want to try it on at home, book an appointment to visit our boutique, or shop it online now.

Learn the lingo:

PASHM: The pashm fibre is an extremely fine cashmere harvested from the winter undercoat of goats in Ladakh in the upper reaches of the Himalayas. In keeping with ancestral tradition, it is the young women who will use the spinning wheels passed down to them by their mothers, until they obtain that exceptionally fine thread known as pashmina. A thread so fine that it can only be spun by hand in the workshops of the master spinners in Srinagar before being used to produce the shawls of kings.

Images: Florenz

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