This has been one of my favorite Fashion Cultures lectures thus far. The design principals and core values instilled in the Faustine Steinmentz brand are highly rivered. Her Parisian up-bring crossed with British fashion school training strongly informs her aesthetic and approach to design. The term Luxury denim signifies the marriage between Parisian tradition of fine craftsmanship and British irreverence. Taking the silhouette and design details from a garment like jeans that is considered to be as arbitrary, then applying a labor-intensive couture aspect in the production process is truly unconventional. During the lecture I couldn’t help but to reflect on Li Edelkoorts speech, which we reviewed in a previous recitation titled “The end of fashion”.
“Yes it is. This is the end of fashion as we know it. Fashion with a big F is no longer there. And maybe it’s not a problem; maybe it’s actually a good moment to rethink. Actually the comeback of couture, which I’m predicting, could bring us a host of new ideas of how to handle the idea of clothes.” -Li Edelkoort
Designers like Faustine are the new frontier creators, who dare to pursue individuality, integrity, and fine craftsmanship. One of the main points that stood out to me during the lecture was the term USP (unique selling point). USP adds a special component to the garments creative process that makes it difficult to be easily replicated. Though it’s tough to be profitable with this type of business model Faustine is inline with the future of the fashion system’s shift.
Their company is the perfect blueprint for what it means to slow down the fashion system. Aside form the labor-intensive creative and production process Faustine is very strict and strategic in her interaction with store buyers. This idea of creative irreverence, not only shows in the garments but in Fautines approach to the way she runs her business. She’s not afraid to assert herself and say no if the deal is unfair to the brand. It takes a lot of self-awareness and discipline to decline offers from department stores that possess high social capital. Faustine and Matthew believe in their product and know their worth.