Support Rêve En Vert to continue their dream in green
Since I began my ethical fashion journey over the last couple of years, I have come across hundreds of brands with the inspiring ethos to improve the fashion industry's environmental and social impact whilst maintaining a sense of style. But only a handful of them have really achieved it in a way that taps into a contemporary and luxury aesthetic on par with, or even exceeding mainstream fashion.
Rêve En Vert (translation; dream in green) is one of those special few that has wonderfully bridged the gap with their impeccable curation of some of the most exciting designers, with a conscience.
Reimagining ethical fashion
The sustainable luxury industry is still in a very vulnerable position. Always battling to shed the image of hemp and frumpy vegan shoes, there are many young emerging designers that are putting ethics at the top of their agenda and achieving fantastic results but are still only reaching the people looking for them.
Like any young brand, surviving the production process and marketing yourself in such a competitive retail landscape is no easy feat, at best it is expensive and time hungry. So when you add to that the constraints to work against the grain to demand a fair manufacturing process and materials that have minimal impact on the environment, it’s easy to see how being an independent ethical brand can feel impossible.
"We are constantly impressed with the passion and innovation that our designers have towards sustainable development within their lines." Cora Hilts, co founder of Rêve En Vert, tells us. "That being said, having spoken to them at length over the years the choice to produce lines ethically is still a struggle. Costs are much higher when you pay workers fairly and invest in higher quality materials, and many consumers now expect apparel to be available at high street prices rather than traditional means of pricing. Additionally, finding local and fair-wage factories can be problematic with so much manufacturing now out-sourced overseas."
An alternative shopping experience
Launched by friends Cora Hilts and Natasha Tucker in 2013, Rêve En Vert is an online boutique who champions brands who operate organically, locally, fairly and with minimal waste. Cora and Natasha want to provide an alternative shopping experience to those who seek ethically produced clothes and more importantly, to those in search of great style.
Inspired by the Rêve En Vert woman, Cora tells us she is a meld of two individuals. "On one hand she is a bit older, an informed consumer with somewhat classics tastes - she goes for investment pieces and considers her purchases quite a bit before she makes them. She is oftentimes a mother, her viewpoint might have changed a bit once she had a child and had to think more of the future. Sustainability is an evolving concept to her, which might have started with organic food or eco retreats, and is now becoming more and more relevant to her everyday life.
On the other hand she is a young woman, likely in her twenties. She has been brought up with the notion of a changing world, and the concepts of climate change, human welfare, healthy eating and wellness have always been present in the news for her. She is likely still tempted by fast fashion, but is aware of the consequences of her purchases and we believe we can sway her into a more considered shopper!"
An opportunity to invest in this exciting company has now launched. Rêve En Vert are asking for your support to continue their journey to bringing contemporary, ethical clothes to a wider audience than just those seeking them. "The whole basis for Rêve En Vert was that no woman should have to sacrifice style for ethics, and aesthetics would have to sit alongside sustainability in order of importance." Cora says, "Unfortunately I think there is still a real idea that ethical fashion cannot be luxury (the image of hemp just comes to mind too easily!) and we set out to prove this assumption wrong. As two young women living in the vast city of London, my co-founder Natasha and I were both very aware of wanting a curated platform that would appeal to a wide audience, from those living more cosmopolitan lives to women in the countrysides. "
Making ethical fashion desirable and accessible is such an imperative part of normalising the demand for quality, sustainable materials and high social standards in manufacturing and farming.
In such a visual age, their poetic imagery has been an incredible tool to reach such a broad audience, which is why a large portion of the investment will go into marketing and image creation. "We have prioritised both of these aspects of the company largely due to the fact that there is so much story behind Rêve En Vert that we feel it must be told through both visuals and language." Cora tells us, "As we grow, we would like to get even more provocative with our messaging-we have had ideas about using garment workers as models in our campaigns or shooting near textile landfill to juxtapose the beauty of REV's clothing with the problems behind the mainstream fashion industry. I think in the world we live in now people respond most quickly to images, and then this needs to be followed up with the deeper stories and facts we really want to make people aware of. It's a very fragile balance to strike as we never want to inundate people with too much negativity, but at the same time to remain true to our mission some hard facts must be faced!"
Rêve En Vert are such an important player in the fashion industry; striking the careful balance between a platform for small business’ to connect to their customer, promoting the importance of sustainable choices in fashion and reaching a key demographic of women that prioritise style but still need their perception of ethical fashion changed.