As you may or may not know, fashion has been part of my life for over 20 years. As a child, I was “designing” dresses on paper and I made clothes for my Barbies. I went to 2 art schools, worked in shops and boutiques on the weekends, and graduated from 2 art schools. I have been dedicated to fashion. I’ve worked in showrooms, cleaned up clothes for hours on end from the floor when I worked in H&M, advised women what to wear in a high-end boutique, worked backstage at fashion shows in Paris, and designed way more clothes than anyone ever needs. And that brings me to this post: with all that overwhelm in brands and options – how can you decode a brand and its marketing?
Career Opportunites
When an opportunity arose to work for a brand in Beijing, China – it hardly took me time to say YES. I felt in my gut this was the right career move. It was, however, a fast fashion brand for the Asian market. Off I went, with 5 suitcases from Amsterdam to Beijing, for a new adventure and career opportunity. It was not only a culture shock, it was also a design shock. The way clothes were treated here, the massive amounts of money that was spent on travels and “inspiration” in clothes, and the number of items we designed per drop, were immense. And yet, I loved every second of it. I got the opportunity to use my eye for detail and quality in my design and my section of the brand, called LOVE. I created structure, frameworks, and a robust overall brand out of the LOVE collection. But my team had more issues to follow those new directions. It was more work for the product developers and factories – and frankly, I don’t think the consumers cared one bit more.After one year of being in Beijing, I started to look different at what I was doing – could I really be part of a brand that frankly doesn’t give many shits about quality? Sure, the bosses appreciated my point of view, but did it really matter? Was I really changing perspectives for consumers? Are they loving their purchases more? I didn’t think so. When I continuously noticed that my team was not truly seeing the value of these changes, I started to ask myself if I really wanted to continue designing more clothes that nobody needed. That’s when the idea of Biekaleidoscope was born. I am so passionate about helping others make informed decisions. To stop mindless consumerism and make conscious choices that are best for you. To get rid of guilt for having too much stuff, and too little that is showing who you really are.
The 5 Biekapproved Pillars for decoding brands
Let’s talk about the five key things I consider when thinking about a brand and how ‘good’ it is. These aren’t judgments, more like tools for anyone trying to make better choices. I won’t say what’s right or wrong, but I’ll give you the info you need. For example, a brand might not tell you everything, but they might make really good stuff. And that might be just right for you! It’s about feeling good with your choices, knowing they come from what you really believe in.
Pillar 1: The Ethical Canvas
Knowing where our clothes come from matters. Equally important is how easy it is to ask questions. As conscious consumers, we want it to be simple to inquire. Some brands go the extra mile by sharing worker salaries—that’s being really transparent. In a nutshell, it’s about easily finding out all about the brand: where it’s made, who makes it, the certifications they have, their mission, values, the info on the tags, whether they use plastics, and more. It’s about being completely open about what they do.Pillar 2: Doing What’s Right
Ethics is all about doing what’s right. It includes how the workplace feels, rules about child labor, keeping workers safe, and ensuring they get paid fairly. Does the brand support women’s empowerment, especially in rural areas, and include people of all backgrounds like BIPOC? It’s about making choices that match what we believe is right. This also means offering clothes in lots of sizes, so everyone can find something. And when we look at their website, we should see all kinds of people wearing their clothes, just like in real life. It’s about being fair and equal.Pillar 3: The Fabric of Responsibility
Let’s talk about the stuff our clothes are made of. What’s the story behind the fabrics? Do they proudly share this tale? Are there certifications to vouch for their claims? Where do these materials originate? Are these choices rooted in their mission and values? And hey, do they take steps to use fabrics that are gentle on the environment? Things like using natural dyes or reducing chemicals in the process. It’s not just about the clothes, but the journey of how they’re made. We believe in these little choices, they paint the big picture.Pillar 4: Thoughtful Craftsmanship
Being a designer myself, I truly appreciate well-crafted clothing. It’s not just about how it fits the body; it’s the artistry. Can you sense the touch of a skilled designer, someone who understands this craft inside out? The intricacies matter – the neatness of seams, the finishing inside. Even the small details like care labels blending seamlessly, or a deliberate choice in contrasting zip tape. It’s about respecting the craftsmanship that breathes life into each garment. It’s not just clothing; it’s a testament to passion and proficiency.Pillar 5. Timeless Threads
For me, clothing should be an investment – pieces that stand the test of time and resonate with your essence. They should mirror your personality and how you live. I envision a sense of timelessness in design, enabling them to evolve as you do through life’s changes. Versatility is key – the ability to effortlessly transition from casual to elegant. While not every item in our wardrobe needs to be versatile, these are the ones deserving of that investment. Do they endure the years, maintaining their allure and quality? It’s about curating a wardrobe that accompanies you on your unique life journey.Conclusion
In my quest to curate wardrobes that align with your values, I’ve identified 5 crucial pillars—the Ethical Canvas, Doing What’s Right, The Fabric of Responsibility, Thoughtful Craftsmanship, and Timeless Threads. These pillars serve as my guiding beacons when evaluating conscious brands. Transparency lets us peek behind the scenes, revealing the ethics and values woven into each garment. Humanity reminds us to seek brands that honor workers, communities, and diverse perspectives. Fabrics lead us to sustainable choices, considering materials’ impact on our planet. Construction ensures our clothes are crafted with care and longevity. Essential design assures that each piece we choose reflects our uniqueness and stands the test of time. Together, these pillars are our compass toward a more conscious and compassionate fashion journey.Explore my upcoming blog posts where I unpack conscious brands of slow fashion using each pillar so you can make informed decisions. Please share your own conscious brand discoveries in the comments!
Thank you for joining me on this journey toward conscious living. Subscribe to my ‘Behind the Seams’ letter for my latest content or follow me on social media.Speak soon, beautiful!
