Is ready to wear dead? Is made-to-measure and the return of dress patterns the answers to the broken fashion system? How can we involve the consumer in the making process in order to educate him to quality and fair industrialization process? The answers to those questions are many, depending on what brands are trying to solve them.
We like this (new) talent’s answer. Let us introduce you to Studiomazé.
studiomazé manifesto: ready-to-wear is dead, long life to ready-to-adjust
“Forget everything you know about clothes. Forget everything you know about fashion”.
This is how there manifesto starts. Based on the fact that ready-to-wear is an outdated and dishonest system, the founder, Lucille Mazé (who previously founded Mazarine Paris), tried to bring a new model. No designer, rather a collective of creatives & doers, no collection with unique designs, no more passive consumers. She started to think about collections made in partnership with her clients through social media. The idea is not so new, we have already seen many fashion crowdsourcing projects integrating the crowd in the process such as Everlane or the partnership between Who What Wear and Target. The statement also is mainly described by Li Edelkoort in her Anti-Fashion Manifesto released in 2015.
So what’s new? Not the actual modularity, but the answer is original, the designs are graphic, pop and clean, the brand images perfectly executed and the message is bold and courageous. And all together, it can start a little revolution.
5 pillars, 3 types of clothes
The new economic model of Studiomazé is based on five pillars:
- COLLECTIVE CREATION from marketers to financials, all the employees are involved in the creative process, and the designers are just one of the voices
- SELL DIFFERENTLY shops are designed like communication spaces and discussion catalyst, not only selling places
- BUY AND SEE CLOTHES DIFFERENTLY with 3 types of clothes available, the first one is simple ready-to-wear called “ready-to-take-away”, the second one is “ready-to-adjust”, where you can modulate your clothes easily with options on pocket, or colors, and the third one is “ready-to-compose”, where you are offered many possibilities and you can compose your clothes based on pattern pre-made by the brand
- BE THE VOICE of today and tomorrow fashion through a magazine with inspiring contributors
- INVOLVE CONSUMERS in the creation process.
An interesting beginning… to be continued! And for our Parisian friends, Studiomazé’s founder Lucille Mazé will be holding a conference tomorrow evening with Régis Pennel, founder of L’Exception, and Priscilla Jokhoo, director of entreprises relations at the Fédération Française du Prêt-à-Porter Féminin.
Post written by Tali Fitoussi, Editor
Graduate student from IFM Paris, Tali is passionate about fashion and technology. Involved in valuable collaborations and internships at global companies like L’Oréal or Condé Nast, she helped organizing a conferences sessions at IFM Paris, and joined Clausette Magazine in September 2015.