Fashion designer Marine Serre, winner of the LVMH Prize in 2017, is taking her Regenerated campaign to the next level. Known for her commitment to sustainability in the fashion industry, Serre has been influenced by the growing popularity of ASMR, or Autonomous Sensory Meridian Response, in luxury fashion. This unique sensory stimulation technique has been embraced by fashion houses like Givenchy, Patou, and Gucci. Serre, the founder of her namesake brand, is now incorporating ASMR into her Regenerated project.
Regenerated: recycling to create, launched by Serre last year, aims to showcase the process of reclaiming and repurposing different raw materials. With a focus on denim, towels, scarves, leather, sheets, and crochet pieces, the brand takes viewers step by step through the transformation of these materials. The key to these sequences lies in the ambient sounds and characteristic noises of each process, such as unwrapping, cutting, sewing, and ironing. By incorporating ASMR codes, Serre aims to immerse, educate, and bring transparency to the recovery of second-hand materials.
Throughout the Regenerated project, Serre has partnered with workshops in France and Italy to ensure the highest quality craftsmanship. The attention to detail and focus on the sounds of the production process create a sensory experience for viewers, allowing them to truly understand and appreciate the value of recycled materials. With a background working for prestigious fashion houses like Alexander McQueen, Dior, Margiela, and Balenciaga, Serre brings a wealth of expertise and creativity to her sustainable fashion brand.
In a time when the fashion industry is facing increasing scrutiny for its environmental impact, Serre’s Regenerated campaign serves as a powerful reminder of the importance of conscious consumerism. By promoting the use of recycled materials and showcasing the craftsmanship behind each piece, Serre is paving the way for a more responsible fashion industry.
Useful links:
1. Marine Serre Official Website
2. LVMH Prize Website
