For brands, this new reality is an opportunity to return to their raison d'être, to the values they stand for. In a joint letter, the BCF (British Fashion Council) and the CFDA (Council of Fashion Designers of America) expressed the need to rethink the entire fashion industry, with the injunction to produce in a more responsible, more sustainable way, disregarding quantity in favor of quality.The challenge lies in translating these values into commitment, in a context where the confined, telecommuting consumer is in search of sincerity, authentic content and commitment. The rise of the "remote", with telecommuting and online sales, has prompted brands to rethink their relationship with their community, adapting the way they communicate and meeting their commitments to consumers.
The Covid crisis, by prompting us to take a hard look at ourselves, our values and our priorities, raises questions for us as consumers. Faced with a world that has stood still for almost a year, it's time to take stock. The pandemic has accelerated a process that had already been underway for several years: consumer empowerment. Today's consumer is more demanding, more attentive to the quality of the offer, which must coincide with new standards.
In the world of fashion, this translates into a craze for ethics and eco-responsibility, a return to know-how and local production.The mantra of this growing trend could be "Consume less but better".
...For more committed brands
17:10 in this movement
We're proud to be part of a movement that's shaping the viability of tomorrow's fashion, and proud to be committed to values that we want to share and pass on through ethical garments that respect the environment and workers. We're happy to see that our concern is shared by a growing community; happy to see that today's combination of unique know-how and ethical concern is a formula for success. Accompanying you with our women's tailoringchic, timeless and eco-responsible, this is the ambition we reaffirm at the start of 2021. Growing 17:10 also means growing the ideals we defend.
Thank you for supporting this project!
Amélie and Caroline, creators of 17:10
