During Paris Fashion Week, a brand with a strong commitment to ethical fashion made its debut – The Ethiquette. Founded by Elena Feit and designed by Alexia Hanemian, the brand focuses on transforming and recycling high-end clothing. The launch event took place at Le Serpent à Plume on September 25th, where Elena Feit explained that the idea behind The Ethiquette originated from her trip to Asia earlier in 2019. Upon returning to Paris, she teamed up with Alexia Hanemian, who now serves as the head designer for the brand.
At the core of The Ethiquette’s ethos is the concept of a virtuous circle for the planet. By using fabric scraps from couture houses and old Indian saris, the brand reduces the consumption of fibers and the pollution associated with their production, while also contributing to zero waste. These recycled fabrics are transformed into new, unique pieces that not only add value but also tell new stories. The Ethiquette collaborates with La Réserve des Arts, an association that collects offcuts and scraps from major brands, and also partners with manufacturers such as Jean Bracq, Sophie Hallette, and Malhia Kent for lace, and sources embroideries from old Indian saris.
Becoming a member of The Ethiquette means joining a community and representing a recognizable style. The Ethiquette woman becomes an ambassador for a brand that values elegance and social commitment, as explained by Elena Feit, the founder and CEO. The brand caters to a fundamental trend in the market and in today’s fashion scene.
In order to create a real community around the label, The Ethiquette has chosen a subscription model. Elena Feit believes that women no longer want to wear formal or evening wear multiple times and do not want to invest a significant amount of money in a piece that will eventually be forgotten in their closet. The subscriptions are divided into four categories, with prices ranging from €1,100 to €3,400 per year. The number of pieces that can be borrowed per year varies depending on the subscription level. Only one look can be borrowed at a time, and if the outfit is not purchased, it must be returned within two weeks. The collections will be aligned with the Fashion Weeks, offering around twenty elegant and unique models each season. Subscriptions can be purchased directly through the brand’s website or at their showroom in the 16th arrondissement of Paris. Elena Feit plans to expand The Ethiquette to London and New York in the future, envisioning a grand house that serves as a hub for the brand, featuring a showroom, a restaurant, and a tea room, where members can come together to exchange outfits and be part of an exclusive club.
Useful links:
1. The Ethiquette Official Website
2. La Réserve des Arts
