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From loo rolls to fashion: how to spend your cash more ethically

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Even before the coronavirus crisis hit, many of us were starting to think harder about how we spent our money. Now, with incomes squeezed for some and the pandemic putting the spotlight on the most vulnerable sections of society, there is even more cause to consider where your cash is going.

Here we look at some simple switches you can make and the retailers that use your money for good, or run their operations in a sustainable way. From teabags to toilet roll, via a move to a greener energy firm, we have focused on everyday spending. The list is not exhaustive but you may find there are some small changes you can make that will help your money make a positive impact.

Let us know who we have missed – you can email us at money@theguardian.com – and we will feature your favourites at a later date.


Household goods

Illustration of person on the loo



Loo rolls with no plastic packaging and with profits going to charity are not out of reach. Illustration: Ryan Gillett/The Guardian

The drive to reduce single-use plastics everywhere in our lives appears to have taken a back seat as a result of the coronavirus, particularly in fresh food as a result of fears about contamination.

Arguably one of the most ambitious attempts yet, Loop – already established in the US and France – is undergoing a trial in the UK. Launched by the recycling giant TerraCycle in partnership with Tesco, it is backed by major consumer goods companies such as Unilever and PepsiCo, who have created refill versions of popular brands – including Coca-Cola, Heinz and Persil – to sell via the website.

Customers can place online orders for goods that normally come in single-use plastic packaging. These are delivered instead in refillable containers that can be collected from the doorstep and cleaned for reuse up to 100 times.

Prices are comparable to the equivalent plastic container – slightly more for the own-brand Nevoli range for pasta and olive oil, etc – but with returnable deposits for the refillable containers.

Using vegan-friendly refillable liquid concentrate and a “circular economy” model, Splosh is a range of laundry detergents, fabric conditioners, washing up liquids, dishwasher tablets, kitchen cleaners and handwashes – all using highly concentrated refillable liquid delivered through the post.

Splosh toilet cleaner



Bottles in the Splosh cleaning range can be refilled using pouches delivered by post. Photograph: Splosh

Customers can use their own bottles or order them (filled) from the company. The pouches containing refills are recycled and made into useful products such as scrapers and ice-cream scoops when they are returned by customers for free.

The company is launching gift vouchers later this month, so parents may want to give it to their kids who are away at university, etc. A £10 voucher buys £15 worth of products.

A subscriber to Splosh can buy its value kitchen cleaner for only 18p per 100ml. This is compares with the Tesco eco active kitchen cleaner priced at 20p per 100ml and the Waitrose ecological cleaner at 40pm per 100ml.

Who Gives a Crap? is an online toilet roll, kitchen towel and tissue company that has lots to recommend it: there is no plastic packaging; you can choose between 100% recycled paper or sustainably planted bamboo; 50% of the company’s profits go to providing toilets in developing countries; and the individually wrapped rolls are actually pretty. This year the firm has given £3.2m to charities specialising in building toilets and improving sanitation around the world.

You pay more than for the average pack of loo roll: currently the best-value deal is 48 rolls of the recycled paper version for £36. They are longer than standard – it works out at 18.8p for 100 sheets, which compares with 15p for Tesco’s own-brand version when bought in a pack of 24, and 17p for the supermarket’s eco product. There is also a deal at the moment offering £5 off if you recommend a friend who places an order.

Who Gives a Crap? loo roll

Who Gives a Crap? puts 50% of its profits towards providing toilets in developing countries. Photograph: PR

Serious Tissues – a 100% recycled toilet paper brand with no plastic packaging – launched in the UK in April. All its profits are donated in aid of NHS Charities Together to help support NHS staff, volunteers and patients affected by Covid-19.

Set up by the people behind Change Please, a UK social enterprise that helps homeless people off the street by training them as coffee baristas, consumers can choose between a box of 36 standard toilet rolls for £24 or the premium, softer version (generally sold out) for £28. Both work out cheaper with a subscription.

Serious Tissues



Serious Tissues launched in the UK in April. Photograph: Serious Tissues

Cheeky Wipes makes a range of cloth-based items, designed to replace disposable cotton wool, wipes, sanitary pads and tampons. People looking for a sustainable alternative can buy baby wipes in a range of colours and patterns, including those made from microfibre or bamboo; reusable toilet roll; cloth makeup remover pads and lace-trimmed period pants in a variety of styles.

The company estimates that its sales since 2016 mean 40m disposable period products and 25m packets of disposable baby wipes have been saved from landfill.

A baby wipes kit costs from £26.95 but the company estimates it will have paid for itself after six to eight weeks.

The cult New Zealand brand Ethique claims to be the world’s first zero-waste beauty company, with its solid bars – everything from shampoo and conditioner to deodorant and face scrub – formulated without water and available in handy travel as well as full-sizes. The company claims they last up to six times longer than bottled alternatives. These are on sale at Holland & Barrett and Boots. Shipments are experiencing some delay because of the coronavirus, however.

An Ethique trial pack for skin and hair.



Ethique claims to be the world’s first zero-waste beauty company. Photograph: PR

Charity shops are a great first port of call if you want to buy furniture or other household items – as well as helping a good cause you are saving items from landfill. British Heart Foundation has 200 big stores dedicated to home furnishings and an online shop which stocks all kinds of household goods. In store sofas typically go for £100 or £120, and dining tables for £20. At its eBay shop there are thousands of items on sale including at the time of writing 4k Ultra HD 49-inch TVs at £150, an antique Singer sewing machines at £33 and exercise bikes for £15. Sue Ryder has an online shop selling new furniture for inside and out, including a garden sofa set made from recycled plastic.


Coffee illustration



Coaltown aims to bring jobs and vitality back to a former mining community in Wales through its coffee. Illustration: Ryan Gillett/The Guardian

Food & drink

If there is a better brand to buy your vegetarian wholefoods and other staples from, Guardian Money is yet to find it. For 40 years Suma has been run as a co-operative in West Yorkshire, meaning there are no bosses, and all the 200 staff receive the same pay, irrespective of the job they have done that week.

It is a food wholesaler, meaning that most people will have to buy its products from their local health food shop or similar. The products are of high quality and are sustainably produced. For example, only 30 of the 1,300 Suma own-brand products contain palm oil. If you can get together a group of friends to buy £375 worth, you will meet their minimum-order size. In return, you will be given a 32.5% wholesale discount, although you will need somewhere to split the load once it arrives – possibly delivered by the marketing director, taking their turn behind the wheel.

Coaltown is a specialty coffee roastery that strives to bring jobs and vitality back to Ammanford, south Wales, a former mining community whose local economy has struggled since the last of the local collieries was closed in 2003. The founders say their ambition is to bring industry back to their home town.

Coaltown prides itself on building sustainable working relationships with farmers from across the world’s major coffee growing regions, including direct links with farmers in Uganda’s renowned Kisinga coffee station.

Achieving such lofty aims doesn’t come cheap, though: a 227g bag of Coaltown’s staple Black Gold espresso will set you back £8 but by setting up a subscription you can save 40% (£3.20) on your first order and 5% (40p) on all subsequent orders.

Coaltown coffee products



Coaltown builds sustainable working relationships with farmers from across the world’s major coffee-growing regions. Photograph: Dimitris Legakis/Athena Pictures

The word Manumit means to set slaves free and that is what this Cardiff-based roastery aims to do by offering training and eventually employment to survivors of modern slavery. It sources sustainable, slavery-free coffee from around the world and strives to ensure that all the farmers it works with are well-paid and fairly treated.

In addition, all of its profits are invested in local and global anti-slavery initiatives.

The standard house roast costs £8 for 250g while the Peruvian premium roast – complete with notes of vanilla, cherry and milk chocolate – costs £10. Repeat customers can save up to 20% through a subscription service.

Teapigs is a Brentford-based tea company that uses sustainable materials to eliminate the need for plastic in either its packaging or the bags. It was the first tea company awarded the plastic-free trust mark from A Plastic Planet in recognition of its efforts to reduce plastic waste.

teapigs



Teapigs uses sustainable materials in its products. Photograph: 40/No credit

Most of the tea for its signature everyday brew (£3.99 for 15 bags) comes from Gisenyi, Rwanda, and it works with the Point Foundation, which helps orphans and vulnerable young people in the area access education. A subscription service offers a 10% discount on each purchase.

For beer drinkers, Ardbeg, the famous malt whisky distillery on Islay, has just produced its first beer, with all the profits donated to support clean water projects in Malawi.

Shortie Smoky Porter uses Ardbeg’s peated malt and was brewed by the Williams Bros brewery in Alloa. It was created as part of Brewgooder’s wider Global Gathering campaign for a collaborative brewing project to provide clean water for 100,000 people in developing countries. It is available from ardbeg.com and selected retailers, £14 for a four-pack, but once it’s gone, it’s gone.

Going from strength to strength is Toast Ale, launched four years ago by Tristram Stuart, the founder of the food waste charity Feedback. Stuart was inspired to use leftover bread (it replaces a third of malted barley) to make beer and all distributable profits go to Feedback to help end food waste. It was the first UK beer company to become a B Corporation.

Toast Ale range



Toast Ale is brewed using leftover bread. Photograph: michael@giantpeach.agency/PR

Tony’s Chocolonely is a chocolate brand that claims to be on a mission to stamp out slavery in the chocolate industry, launched in the UK last year and now on sale in major supermarkets. It was the brainchild of the former broadcast journalist Teun van de Keuken (Tony), who discovered the scale of the cocoa industry’s child slavery problem when making a documentary and to raise awareness attempted to get himself arrested for eating “slave-made” chocolate. It is now the market leader in the Netherlands and selling strongly in the UK, with numerous flavour combinations, including dark meringue cherry. Since 5 August it is temporarily not shipping from abroad because of the hot weather, which may affect stock levels.

Tony’s Chocolonely White Chocolate Raspberry Popping Candy



Tony’s Chocolonely launched in the UK in 2019. Photograph: PR

Oxfam sells a range of coffee, chocolate and tea in its stores and online from suppliers who support the communities they buy ingredients from, including Divine and Cafédirect. This is part of its Source By Oxfam range of brand new products from ethical producers. The range also includes beauty products, cotton bags and jewellery and the charity has just added face masks. These are £3.99, plus delivery, with the money going to craftspeople in Asia who have lost they jobs because of the Covid-19 lockdowns in their country.


Gardening

Plastic plant pots are the scourge of the horticultural industry: most are hard to recycle as the scanning machines cannot pick up black plastic for sorting. There are alternatives, though, and the Hairy Pot Plant Company has turned to coir pots to sell its range of herbs and herbaceous plants. These are delivered to garden centres (the chains Hillier, Haskins and Notcutts are all stockists) in returnable wooden boxes and the plants are grown in peat-free compost.

The so-called “hairy” pots are made from coir, a byproduct of the coconut industry. They will last up to 12 months above ground and plants grown this way can be planted directly into the ground without being taken out of their pot. Coir has to be imported from tropical countries such as Sri Lanka, so it is not without a carbon footprint, but it is still a vast improvement on single-use plastic.

The Burford Garden Company stocks a range of hairy pot herbs for £5 each.

If you are looking for unusual crops to raise, the Agroforestry Research Trust sells a mind-boggling range of plants: ideal if you have cottoned on to the delights of growing your own food during lockdown.

The trust is a charity focusing on research and education about forest gardening; an eco-friendly, low-maintenance way of growing that focuses on perennial plants, so no need to worry about sowing seeds every spring. From dozens of different perennial onions to unusual trees such as Chinese dates and pecans, you will find something interesting to grow.

The trust is a carbon negative operation, storing more carbon on its three sites in Devon than it makes from all its activities. Plants sell like hot cakes, so even though they won’t be despatched until autumn or winter, it is wise to order now.

Not all cabbages are created equal: Real Seeds is a family-run seed firm based in Wales that specialises in open-pollinated, non-hybrid vegetable seed, which means you can save seed from anything you grow. It may seem like an act of self-sabotage for a seed company to provide seed-saving instructions with every order but the owners, Ben Gabel and Kate McEvoy, are passionate about teaching everyone these often-overlooked horticultural skills.

The packets are generously sized and reasonably priced and the range of varieties is wonderful, from oriental greens for salads and cooking to heirloom beans. There is still plenty of time to get started – check their summer sowing guide to find out what you can sow this month.

Real Seeds



Real Seeds specialises in open-pollinated, non-hybrid vegetable seed. Photograph: Real Seed Collection/PR

The campaign to ban peat from compost mixes gathers pace – and rightly so: the destruction of peat bogs in the UK and beyond is an environmental calamity. But finding good peat-free compost can be hit and miss, which puts many gardeners off trying it. Dalefoot Compost’s range of peat-free compost mixes are superb quality and the price reflects that: you will pay £15.99 for a 40-litre bag of their original Lakeland Gold compost, which is for top dressing and mulching. Yes, you can buy much cheaper elsewhere but Lakeland Gold contains enough slow-release feed to last two years, so you won’t need to renew it after one season.

Simon Bland, a co-founder of Dalefoot Composts.



Simon Bland is a co-founder of Dalefoot Composts. Photograph: Richard Saker/The Observer

Dalefoot makes its compost mixes from bracken and adds sheep wool: both raw materials sourced from the fells around their farm in the Lake District. Their work to help restore peat bogs is to be commended and they are a living wage employer.


Wind power illustration



Is an environmentally friendly energy deal in the wind for you? Illustration: Ryan Gillett/The Guardian

Household bills

A new breed of 100% renewable electricity tariff means homes can help support renewable energy projects while saving money on their bills.

It is worth choosing a 100% renewable energy deal carefully because not all clean energy deals are as clean as they seem. A report from Which? warned last year that “pale green” energy suppliers including Ovo Energy, Pure Planet and Green Star Energy all sell 100% renewable electricity without buying clean power from renewable energy projects.

A safer bet is to opt for energy suppliers whose green credentials match what customers would expect from a renewable electricity tariff. These include Ecotricity, Good Energy and Octopus Energy, which invest directly in renewable energy projects. A new renewable electricity tariff from Co-op Energy, known as Community Power, is powered entirely by community wind and solar projects from across the country.

Next time you need a key cut, a shoe repaired, some dry cleaning – or even some photos printed out – Timpson should be your destination – if you favour firms that tend to look after their staff.

Staff at the 2,000-plus chain are always called colleagues, get extra days off for birthdays, bereavements and a child’s first day at school. The company owns holiday homes for the use of employees and even rewards them with £100 for giving up smoking.

Workers get the national living wage and a share of branch profits – plus a final salary pension scheme in place: a huge rarity these days. Unlike many other firms out there, it pays its taxes and has received the Fair Tax Mark.

The family-owned company also has a policy of employing ex-offenders across the group – more than 10% of its workforce – and runs pre-release training in several prisons.


Technology

Fairphone is a Dutch electronics firm founded in 2013 that aims to make the most ethical smartphone possible, helping people and planet in the process.

Fairphone’s initiatives mean workers get top-ups to the living wage, materials are sourced in the most ethical way, such as Fairtrade gold, and old devices are recycled to produce a phone that can be easily repaired, upgraded with new parts and should last at least five years. [see Q&A]


Fashion

Coronavirus has shed fresh light on human rights injustices at the heart of the fast fashion supply chains. The world needs underpants, so thank goodness for the burgeoning ethical knickers scene, within which You Underwear ticks a lot of feelgood boxes. You Underwear’s simple, stylish pants are made from organic GOTS-certified Fairtrade cotton and produced by a certified ethical and sustainable manufacturer in India, using responsible low-impact dyes. They come in a reusable organic cotton bag and packaging contains no single-use plastic.

The company is dedicated to ethical marketing, too, using “real” people as models and has pledged never to photoshop imagery. For every pair of pants purchased, You Underwear donates two pairs to Smalls for All, a charity that provides underwear to women and children living in poverty in the UK and across Africa.

Bralettes cost £28, boy shorts £15, bikini bottoms £12, while a thong is £10. That puts You Underwear at the upper mid-end of high street prices (a H&M bra top is £12.99; the mid-priced & Other Stories soft bra is £27, with matching briefs at £15), which may feel like a price worth paying for ethical, well-made pants.

Thrift+ is a kind of online aggregate charity shopselling excellent-value secondhand high street clothing (a Topshop dress for £7, a Hobbs blouse for £8.50) as well as preloved mid-priced items (an Arket jumper for £24) and designer fare (a pair of Prada loafers for £90).

Donating is a smooth process: you send in a bag of clothes for the company to photograph and list, and nominate a charity to receive a proportion of the proceeds. Buying is simple, too: you can filter by size, price or brand and clothes are returnable, which is a rarity when buying second hand online.

Thrift+ charges a 33% fee for each sale. The donor can then choose whether to give all of the remaining 66% to charity or to split it evenly between their chosen charity and themselves (as site credits or John Lewis vouchers). It is a clever business model that supports the circular economy and raises money for charity but it also gives the seller a chance to recoup some of the money they paid for the item. Win, win, win.

Birdsong sells itself as the antidote to fast fashion, producing wilfully trend-free designs. In contrast to opaque, multinational fast fashion supply chains, workers are Londoners facing barriers to work, including adults with learning disabilities to refugees, all of whom are paid a living London wage.

The founders of Birdsong London: Sophie Slater, Susanna Wen and Sarah Neville



The founders of Birdsong London: Sophie Slater, Susanna Wen and Sarah Neville. Photograph: Graeme Robertson/The Guardian

Fabrics are sustainable, including the environmentally responsible Tencel and reclaimed textiles sourced by the charity Traid. Birdsong also works with a pensioners’ knitting community group in Enfield, whose members have elected to donate revenue from their items to charity.

Paying a London living wage isn’t cheap, so the clothes can’t be either, but sit in the Ted Baker/Arket/Karen Millen end of the high street bracket. An organic T-shirt embroidered with the legend Still European, for example, will set you back £36, a crochet bag hand-knitted from recycled denim wool is £45 while, a maxi wrap dress in reclaimed silk fabric, sewn by a group of women at the Stitches In Time community arts charity in Limehouse, is £165. That’s a special occasion dress that compares with Karen Millen’s Print Shirt Maxi Dress at £131.40 (reduced from £219).

By Miles Brignall, Jillian Ambrose, Rebecca Smithers, Guardian fashion editor Hannah Marriott, freelance gardens writer and podcaster Jane Perrone, Joanna Partridge, Samuel Gibbs, Patrick Collinson, Alex Mistlin and Hilary Osborne


Ethical living: five ways to make an impact

Ethical Consumer magazine is a great place to research anything you are buying – it has more than 125 product guides rating the ethics of different brands on a range of issues including climate impact and human rights. We asked the magazine’s news and features editor, Clare Carlile, for five ways you can change your shopping habits:

1. Spend less – and put the savings into an ethical bank account. It may seem obvious but asking “do I really need this” and reducing your consumption is the most direct way to reduce your environmental impact. By putting the savings made into an ethical bank, you can ensure that your money isn’t inadvertently funding fossil fuels or nuclear weapons, too.

2. Boycott unethical companies. It often costs nothing to avoid the worst offenders. Ethical Consumer has a boycott call against Amazon for its tax arrangements. The company has also been widely criticised for working conditions, including failing to provide safe conditions for its warehouse workers during the coronavirus crisis and firing employees in the US who have spoken out during the pandemic.

3. Buy secondhand tech and clothing. Each new phone or computer requires a plethora of natural resources, from conflict minerals to petrochemicals. Similarly, clothing is often manufactured with water-hungry cotton or petrochemical-based plastics. It is easy to instead buy refurbished tech online and secondhand clothes through swap shops, charity shops or online.

4. Change the way you travel. Running a car costs more than £3,000 and emits about 4.6 tonnes of CO2 on average per year. That is equivalent to almost six return flights from London to New York. Riding an electric or normal bike can hugely reduce your outgoings and climate impacts. By joining a carsharing club or using a carpool site such as BlaBlaCar, you can make more occasional journeys by car when you need to.

5. Go vegan or reduce your meat or dairy consumption. Tofu, lentils and black-eyed beans are all cheaper per 100g of protein than diced beef, a relatively cheap cut of meat. They are also much less carbon intensive: someone who eats a lot of meat will have two and a half times the dietary carbon footprint of someone who is vegan. If you ensure you have a balanced diet and keep up your levels of vitamin B12, going vegan can be a way to address your animal rights as well as environmental impacts.


Shop local: support small businesses

Berwick Street, Soho, London



Local shops and markets played a vital role during the lockdown. Photograph: Gregory Wrona/Alamy

During the lockdown many of us rediscovered the local grocers and hardware stores we may have got out of the habit of visiting. Many kept trading, and managed to supply much-needed toilet roll, pasta and other staple supplies to customers. According to Barclaycard, spending was up by 38% in April at specialist off-licences, greengrocers, independent convenience stores, butchers and bakeries while it fell elsewhere. At the same time more than half of consumers told the credit card provider that the pandemic had made them realise how much they valued these shops.

And there is good reason to keep supporting local stores when you can. They are unlikely to have complex tax arrangements or to move profits overseas, and owners and staff will probably live nearby, so more money is likely to stay in your local economy. Shopping locally also means you are less likely to use a car, which is good for the environment.

Last year’s local shop report by the Association of Convenience Stores found that its 46,388 members employed about 405,000 people in the UK. Staff typically spent 14 minutes getting to work, and 53% travelled on foot. Many businesses had spent money supporting community events or sponsoring local sports teams.

It is hard to find up-to-date estimates of the economic impact of shopping locally, but research done several years ago by the Federation of Small Businesses found that for every £1 spent with a small or medium-sized business, 63p went back into spending in the area. This compared with 40p in every £1 spent with larger businesses.

Prices can be as good, if not better, than the supermarkets on some products. Small businesses can be nimble and take advantage of good deals from their suppliers. If they specialise in any particular item, they may have a much larger range than chain stores carry, and offer goods at a wide range of price points. And if they don’t have what you want you can always ask – they may be able to get it in and save you a delivery charge.

Fashion

Fashion Briefing: Fashion’s emerging founder-investors are mega-influencers – Glossy

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Fashion Briefing: Fashion’s emerging founder-investors are mega-influencers – Glossy

Fashion’s OG Instagrammers are building empires and, at the same time, growing their influence beyond the industry.

After being schooled for years on the workings of the fashion industry, mega-influencers including Danielle Bernstein (2.7 million Instagram followers) and Rocky Barnes (2.5 million Instagram followers) are graduating to careers less reliant on brands. To take it to the next level, they’re leveraging their prowess and communities, driving deals with effective business partners, and evolving their focus, based on the industry’s direction and their own passions. The emerging results, for both Bernstein and Barnes, are personally-backed brands and investment portfolios set to expand based on early successes.

“The plan is to grow, in a big way,” said Bernstein. “I’m a serial entrepreneur, so I’ll always want to introduce new businesses and categories to my brand. And I’m angel investing and joining the board of advisors for so many companies. That’s the future of the creator economy: harnessing and creating community around your existing followers and then figuring out how to monetize that.”

In 2019, upon inking a licensing deal with New York-based clothing company Onia, Bernstein launched the Shop We Wore What e-commerce site, populated with her expanding We Wore What fashion collection. The collection has been at the center of much recent controversy, due to allegedly including copycat designs. According to Bernstein, she turns to vintage pieces, editorials and travel for inspiration. Bernstein’s also become an investor and advisor for hair supplement company Wellbel and CBD brand Highline Wellness. In May, she became active on Patreon, offering exclusive video content to paying members of her community.

In addition, Bernstein heads up We Gave What, a charitable arm of her company. In 2019, she launched tech company Moe Assist with a project management tool for influencers, though its social accounts have been inactive for two-plus months. When asked for comment, a spokesperson said Moe Assist is in a new fundraising stage and “should have news to share shortly.”

Barnes, meanwhile, partnered with Reunited Clothing to come out with her apparel company, The Bright Side, in December. And she recently became a first-time investor-advisor, for 6-month-old SMS shopping platform Qatch. She announced the partnership in an Instagram post on Monday.

“I feel like a grown-up,” she told me, before confirming that she’s interested in investing in more companies. “Diversifying my business has been a really big [focus] for me. I interact with so many different brands and companies on a daily basis. Using my market knowledge in ways that can help other people is fulfilling and exciting for me. And I especially love when I can be involved with a company from the beginning.”

Building on their content creator role in fashion is a natural progression, both said. And it plays into many industry shifts: On its way out is fashion’s DTC era, largely fueled by Harvard Business School and Wharton graduates using a plug-and-play, marketing-heavy business model to launch brands. More consumers are prioritizing quality, differentiated products, making industry experience and style expertise greater virtues among insiders. At the same time, consumers are increasingly taking shopping cues from relatable, platform-native celebrities, moving on from authoritative editors and more closed-off celebrities.

The school of collaborations
The collaborator-to-founder shift isn’t the newest thing. Other longtime influencers that have made the pivot include Arielle Charnas, with Something Navy; Aimee Song, with Song of Style; Rumi Neely, with Are You Am I; the list goes on. Most often, the names behind these brands don’t have formal design and business training — for her part, Bernstein said she “went to FIT for two years, but didn’t study design and production.” But, for years, they’ve worked hand-in-hand with companies to bring their visions to life. And along the way, they’ve come to know what resonates best with their vast communities, from marketing to merchandising to product.

“My most successful collaborations have led to the largest share of my business,” said Bernstein.

Bernstein’s partnership with Onia came out of her swimwear collaboration with its Onia brand, in May 2019. On the collab’s launch day, it drove $2 million in sales, and an included style was the brand’s best-selling swimsuit of the summer. Also in 2019, Bernstein collaborated with Joe’s Jeans on multiple denim collections. The launch day of the first, in March 2019, marked Joe Jeans’ best sales day to date, said Jennifer Hawkins, the brand’s svp of marketing and innovation on a Glossy Podcast in October.

Both served as learning opportunities for Bernstein, who said — as with all of her collaborations — she took full advantage: “It was never just [uploading] a post, and then I went away,” she said. “I always wanted to know how the performance was, in terms of sales, and asked questions: ‘Can you share the analytics?’ ‘What did you see on your end?’ ‘What worked and what didn’t work?’”

She added, “They provided a ton of data, in terms of what I could sell and what the market was missing.”

Likewise, she said, she always followed and shared with partner brands the Instagram Insights and Google Analytics numbers around her corresponding posts. Doing so gave all parties a 360-degree view of a collaboration’s success.

“I’ve learned what works for brands so they get the largest return on their investment,” she said.

For example, she’s learned to lean on her audience’s tastes, versus rely on her own, by allowing them to offer feedback throughout the design process through Instagram. That’s included the selection of fabrics and colors and the fit sessions with models. She only spotlights her favorite styles and what she wears in her own social posts, as a play for authenticity.

According to Bernstein, the collaborations with brands allowing her to play an advisor role — by guiding them on influencer partnerships, marketing and messaging — are always more successful. And they often turn into longer-term investment or advising partnerships.

Bernstein chose to work with Onia on the We Wore What collection based on its prioritization of quality and fit, and ability to keep to affordable retail prices. Currently, prices on the We Wore What site range from $20, for a scrunchie, to $228, for a vegan leather jumpsuit.

Barnes was also ready to go out on her own after finding the right partners. Her Reunited Clothing partnership came after working with the company to create her Express product collaboration, in early 2019. On its first-quarter 2019 earnings call, interim CEO Matthew C. Moullering said the company had seen “a strong start to [the] collection both in-stores and online and [believed] it [was] helping to introduce the brand to a new audience.”

“Having your own brand is terrifying,” Barnes said. “But I like that I’m in control and not so dependent on doing the day-to-day posts promoting other companies.”

But, she added, “One of the huge benefits of working with all these different brands on all these different projects is that we’re constantly getting introduced to new people and seeing who we like working with.”

Barnes’ internal team consists of her husband, who’s the “business brains” of the company, she said, and an assistant.

Like Bernstein, Barnes stressed the need for outside support in the production process: “I love such quirky, crazy things, but I also understand what is realistic for a buyer and a normal girl buying clothes,” she said. “The experience of taking ideas and making them work for a bigger group of people was my learning curve going into a business. It’s important to have a good, diverse team around you who can make your idea something that’s marketable.”

For its part, We Wore What has seen “200x growth in the last year,” as it’s expanded to new categories, Bernstein said. Its ready-to-wear, swimwear, resort wear, and activewear are now sold in “dozens and dozens of retailers around the world,” many of which offer style exclusives; they include Revolve, Bloomingdale’s and Intermix.

“Launching my own brand was putting the proof in the pudding for the power of influencers, when it comes to selling product,” she said.

As with her Joe’s and Onia collaborations, Bernstein sees a rush-to-buy with We Wore What product drops. “The first 10 minutes is when we see the biggest portion of our sales for the entire collection,” she said.

To build buzz, Shop We Wore What’s Instagram account (213,000 followers) features in its Stories the line sheets of the soon-to-launch styles, allowing customers to thoughtfully plan their buy. Doing so has led to lower return rates, Bernstein said. The company’s marketing mix also includes text messages and emails, VIP discounts and user-generated content.

Bernstein has a staff of four people, which include a chief operating officer and a brand coordinator. She said she prioritizes establishing partners with skills and expertise she doesn’t have, so she can learn from them along the way. Ideally, she’d have learned about tech packs, fittings and production logistics in school, but she’s training as she goes.

Moving forward, Bernstein said she plans to extend the size range of We What What styles, which are currently available in sizes XS-XXL, and launch collections with collaborators to sell exclusively on her brand’s DTC site. In addition, she aims to eventually open “experimental” physical retail, starting with pop-ups.

As for her investment-advisor portfolio, she’s currently in talks with companies centered on the concepts of “being able to sell your closet and even rent your closet.”

As for Barnes’ Bright Side, she said it will hit “a bunch of new retailers this year.”

Moving beyond fashion
Up next for Shop We Wore What is a new product category that will hit before the holiday season. Considering her passion for home furnishings and decor — based on her @homeworewhat Instagram account (7,500 followers) and recent press coverage of her new SoHo loft — it’s a safe bet that a home-related category is in the cards.

Likewise, Barnes hinted at a future Bright Side home collection, following her recent, two-year home remodel, which she’s getting set to debut on social media.

Lifestyle brands are the clear goal.

“I would love to be a combination of Rachel Zoe and Martha Stewart, just having my hands in everything and creating this really beautiful lifestyle where you can entertain and be fashionable,” Barnes said. “That’s kind of the dream.”

She added, “Fashion is where my heart has always been, but I’m growing as a person and there’s so much more in my life right now: my family, my home — and I’m getting older, so beauty [and skin care] makes sense now. Sharing all of that with everyone seems so natural; it would be weird if I only did fashion.”

As for future investments, though Quatch fits perfectly into Barnes’ world, with its fashion-tech focus, she said she’s open to investing in any company where she sees opportunity.

What’s more, she has no plans to retire from social media, though she has yet to tackle TikTok.

“People’s need for content has only increased, so I’m posting and creating content more than ever,” Barnes said. “But I’ve learned to become more of a hard-ass with brands. The companies that are willing to work with me and [facilitate] the most like authentic relationship possible are the ones I move forward with.” Reunited can attest.

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Marcelo Gaia on Mirror Palais’ First Pop-Up and Beyond

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Marcelo Gaia on Mirror Palais' First Pop-Up and Beyond

In an age where fast fashion is king and our feeds are constantly over-saturated with a rapidly-changing array of trends, Marcelo Gaia, the owner and lead designer of Mirror Palais, is forging a new path. Since founding the brand in 2019, the New York-based designer has taken social media by storm. After accumulating a large and devoted fanbase that includes the likes of Kendall Jenner, Ariana Grande, Bella Hadid, and Dua Lipa, Gaia has established Mirror Palais as one of the most-coveted labels on the internet.

marcelo gaia

Mirror Palais founder and designer Marcelo Gaia

Heido Stanton

However, more than just being a popular social media brand, Mirror Palais stands for something greater than a revolving door of trends and has quickly solidified its own unique position in the fashion world. Made in New York City with deadstock fabrics and fair trade cottons and silks, the label is humanizing the design and construction processes. Operating on a made to order system for its RTW collections, it strives to minimize waste and excess supply at every step.

mirror palais

Mirror Palais Collection II campaign

Heidi Stanton

mirror palais

Mirror Palais Collection II campaign

Heidi Stanton

Mirror Palais has also proven to be just as thoughtful and distinct in its designs. Inspired by the most influential women in Gaia’s life, the brand celebrates the female form in novel, fun, and enchanting ways, with sizes ranging from XXS to 2X. Some of the label’s most unique and beloved designs include the famed underwire polo tops, sultry lingerie-inspired mini dresses, and Brazilian bikinis embellished with eccentric florals and ‘90s patterns.

This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

Now, Gaia is bringing the Mirror Palais experience into the real world with the brand’s first pop-up in New York City. Launching on October 22, just in-time for the label’s second anniversary, the brick and mortar will be located at 27 Orchard Street in the Lower East Side and will give shoppers the opportunity to experience the brand’s second collection in-person.

Ahead of the opening, CR spoke with Gaia to reflect on the past, present, and future of Mirror Palais.

mirror palais

Mirror Palais Collection II campaign

Heidi Stanton

mirror palais

Mirror Palais Collection II campaign

Heidi Stanton

CR: Mirror Palais is arguably the most in-demand small designer brand right now, with a quickly-growing following. With such a high level of popularity, how are you managing producing new garments and designs under such pressure, while still staying true to a small-scale, environmentally conscious image?

MG: I think the biggest thing is that I’m super transparent with my clientele and with my following about everything that’s going on. So, I never feel that I have to promise something that I can’t deliver and even if I do fall short, there’s this understanding that the business is growing during such an unprecedented time. … I have an amazing communications manager who has been with me since I started the company, and she’s taken over communicating with our customers, which is pretty much the most important part of our business because we’re made to order. We make sure that, whoever they are, they know that their order is very important to us and that we’re going to do everything in our power to accommodate them. So, it’s basically that everything I do comes with the client, the Mirror Palais girl in mind and then everything else trickles down from there.

CR: Along the same lines, Mirror Palais has been seen all over Instagram and TikTok, as well as on numerous celebrities including, Dua Lipa, Bella Hadid, and Kylie Jenner. How has this widespread exposure via social media helped the brand, and in what ways, if any, has it harmed it?

MG: I think that some people get it wrong, in that, there’s this idea that celebrities are necessary for implementing a brand into a higher status. With my own experience, I’ve found that not to be the case because, before I had any celebrity wearing my clothes, I was already amassing a strong community and following just based off of the story that we were sharing online. So, with the first celebrity moment, which was Dua Lipa in one of her music videos, it was one of those moments when, anyone who maybe needed that affirmation that we were legitimate because the business was founded on Instagram, was like, “okay, maybe this is someone to take more seriously.” I think it ultimately helped with that sort of endorsement. … Perhaps one of the ways that it might harm our business is that people have a perception of the business being bigger than it is. It’s like “oh, if so-and-so is wearing their clothes, they must be this big corporation,” when, really, when we started it was just me in this little tiny room with a garment rack. We’ve grown, but we’re still a really small team and we have four full-time employees. So, I guess that’s where we are harmed a little bit, with putting unrealistic expectations on us even though we’re still so young.

CR: Wow, only four full time employees? Well, you are clearly making it work.

MG: We are, we are. I’m a really conservative person and I don’t want to make any promises that I can’t keep. So, the idea of bringing people on is like a ship, right? I don’t want to bring on more people that I can feed, or more than the boat can actually handle. So, I’m just trying to find that balance as a business owner, and it is definitely difficult to do creative and business at the same time. But, I have an amazing team that are supporting me in all of those ways.

CR: Considering the saturation of specific trends in the fashion world as a result of social media, how do you go about keeping the Mirror Palais image unique? More specifically, where do you look for inspiration in order to ensure that the brand continues to stand out and have an identity of its own?

MG: I love old films, they’re a huge inspiration for the brand. I think that the Mirror Palais story, the feed, can kind of roll out like a movie story might and I try to capture moments that may not have been used in terms of the imagery. I just trying to capture something that might resonate with someone in a different, less commercial or contrived way; maybe catching those little moments in between the shots. I don’t retouch my images, so I was really careful to not go a traditional route with my imagery. I was really just shooting people who were helping me, my friends in my clothes and we would just go out onto the street and we’d go get a coffee and then I’d take a video that would go viral. And it wasn’t as if I’d set up this big-budget shoot or anything, I was just being in the moment with a friend. I think just trying to deliver more, I know people hate the word “authenticity,” but I guess just trying to show something that you don’t exactly see anymore. Even that has become more popular. I feel like I just try to capture those little in-between moments and that’s what really resonates with our following.

CR: When you’re designing new looks, what sort of individual do you envision? Essentially, what kind of person is the “Mirror Palais” muse?

MG: Initially, I envision my mom and who she is, and especially who she was in her younger years. She grew up in Brazil and moved to the states, and she kept this insane archive of all of her clothes wherever we moved. It was a big source of inspiration and exploration for me as a young gay man. I would go into her closet and secretly try her clothes on. I got this intimate sense of what it felt like to be a woman. I’ve just been surrounded by women by whole life: I was raised by my mom and older sister and in grade, middle, and high school I only had female friends. I also only really have close female friends now. So, I think that I exist in the world as a cis-man, but my point of view is very much female. In a way, I think I am just trying to create what I think the women in my life would like to find in a thrift or vintage store. I did a lot of thrifting when I was younger because we didn’t have a lot of money. So, that was how I created my fashion identity: through my mom’s stuff and going to thrift stores. The idea of finding that one thing that stands out and getting super excited about it is the moment that I’m trying to recreate with my store and with my designs.

CR: This week, you are opening your first pop-up for the brand in New York. What does this mean to you as a New Yorker to be able to open a brick and mortar in your home city?

MG: I never thought that it would ever be something that was possible for me. It’s amazing that I’m getting to do what I love the most, which is getting to go shopping with my friends. I feel like all of my customers and all of my followers are like my friends and they are going to be coming by and we’re going to be playing dress-up! And I hope that people are going to be able to find something that they really love. I feel really hopeful that the experience in-person will be even greater than the experience online and I’m really excited. It still hasn’t really hit me yet. I was having a meeting with Susan Alexander right before this, who is also opening her first store. I’m 27 Orchard St and she’s 33 Orchard St. And then across the street is Sandy Lee Yang. So, I feel like there this is the new wave in New York fashion and I’m hoping that I can connect with as many people as possible to determine how we can do things differently than the people who came before us.

CR: What can shoppers expect from the Mirror Palais pop-up with regard to its aesthetic, design, and overall vibe?

MG: It’s a very clean layout. It’s a white box gallery space at the Larrie gallery, so, it’s just going to be super clean and there are going to be little Mirror Palais touches here and there. There’s just going to be a lot of playing and the clothes themselves are really going to contrast with that stark white, which I think will be really fun. I feel like you’re going to get the chance to experience the brand in-person, which is basically us, my team, us girls hyping each other up. Basically, that’s what happens in our office every day when we get new samples and everyone in the office tries everything on. And we’re going to be debuting our new campaign by Heidi [Stanton] on Thursday [October 22nd]. We did this really cool images that I have been kind of hoarding, just waiting for the right moment to release. So, we’re going to do those in-conjunction with some wheatpastes around the city. We’re going to be all over downtown for a little bit, which I’m excited to do.

CR: Considering this pop-up is a huge milestone in the brand’s trajectory, what’s your next goal or milestone for Mirror Palais after opening a physical space?

MG: My long-term goal would be to create a space where people can come to create a customized wardrobe with our shapes. At the turn of the century, when designers started opening their ateliers, especially in Paris, the made-to-measure movement with high-end designers was something that seemed really cool and is something that I don’t think most of us have access to. So, I would love to create a space where people can come by, see the shapes, and try-on the different sizes that we have. We carry XXS to 2XL, so we would have someone to measure you and create a really intentional experience with your wardrobe acquisition, so everything that you’re putting into your closet is made for you and has a really special memory attached to it. Hopefully, that will make you want to hold on to it forever and ultimately, create less waste, which is something that is important to me and should be important to every designer right now. It’s about how we can be more conscious about what we’re putting out into the world and I think that, if you’re really in-love with your clothes, then you treat them better and they won’t end up in a landfill.

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The Best Street Style at Paris Fashion Week

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The Best Street Style at Paris Fashion Week

Photo: Christina Fragkou / Cris Fragkou

At Paris Fashion Week, photographer Christina Fragkou captured street styles during the nine days of shows and events.

Photo: Christina Fragkou / Cris Fragkou

Instagram: @louispisano

Photo: Christina Fragkou / Cris Fragkou

Hera is wearing Daily Paper pants and jacket with Goossens jewelry and an Off White bag.
Instagram: @herapradel

Photo: Christina Fragkou / Cris Fragkou

“I just wanted to be comfy. I like earth colors — nothing too vivid!”
Instagram: @ogqueen

Photo: Christina Fragkou / Cris Fragkou

Instagram: amyyaa_

Photo: Christina Fragkou / Cris Fragkou

Cõvco: “I’m inspired by my mama.” Tshegue: “I’m inspired by chaos.”
Instagram: @_covco and @tshegue_official

Photo: Christina Fragkou / Cris Fragkou

“Different influencers inspire my style … Oh, and TikTok.”
Instagram: @elviedesu

Photo: Christina Fragkou / Cris Fragkou

Jessica is wearing an Ottolinger top and shorts, Doc Martens, and a Dior bag.
Instagram: @jessicaaidi

Photo: Christina Fragkou / Cris Fragkou

Sofia is wearing all vintage. “I’m inspired by party life.”
Instagram: @sofsanfe__

Photo: Christina Fragkou / Cris Fragkou

Aleali is wearing an Ottolinger shirt and pants, a Mowalola purse, and Miista boots.
Instagram: @alealimay

Photo: Christina Fragkou / Cris Fragkou

“I’m a walking disco ball; I need dance!”
Instagram: @yumasui

Photo: Christina Fragkou / Cris Fragkou

“I love corsets, and I’m very into ’60s vibes, especially when it comes to shoes!”
Instagram: @aim_.d

Photo: Christina Fragkou / Cris Fragkou

Courtney is wearing an Ottolinger outfit and Gucci shoes.
Instagram: @alwaysjudging

Photo: Christina Fragkou / Cris Fragkou

Maria is wearing Ottolinger.
Instagram: @maria_bernad

Photo: Christina Fragkou / Cris Fragkou

Kiddy is wearing a Prada top, jacket, and gloves; Mugler pants; and Ann Demeulemeester shoes.
Instagram: @areyoukitty

Photo: Christina Fragkou / Cris Fragkou

Cindy is wearing Ottolinger and Rick Owens shoes.
Instagram: @cindybruna

Photo: Christina Fragkou / Cris Fragkou

Instagram: @susiebubble

Photo: Christina Fragkou / Cris Fragkou

Instagram: @sachaquenby

Photo: Christina Fragkou / Cris Fragkou

Instagram: @parlonsstyle

Photo: Christina Fragkou / Cris Fragkou

Courtney is wearing a Courrèges leather set.
Instagram: @alwaysjudging

Photo: Christina Fragkou / Cris Fragkou

Ellie is wearing a Coperni top and bag.
Instagram: @slipintostyle

Photo: Christina Fragkou / Cris Fragkou

Scottie is wearing a vintage look that’s “a little Audrey Hepburn.”
Instagram: @scottielarsonn

Photo: Christina Fragkou / Cris Fragkou

Devon is wearing a vintage outfit with a Maison Margiela bag. “I believe in being sustainable and don’t want to add to my footprint, so I dress mostly vintage. I styled this outfit entirely around this perfect jacket. I wish I had this when I was a kid.”
Instagram: @devonkaylor

Photo: Christina Fragkou / Cris Fragkou

Kristen is wearing a Loewe dress and a Munthe coat with an Ottolinger bag.
“Today is vacation style: Miami and retirement homes and White Lotus!”
Instagram: @kristenvbateman

Photo: Christina Fragkou / Cris Fragkou

Instagram: @louloudesaison

Photo: Christina Fragkou / Cris Fragkou

Jamie-Maree is wearing a Balenciaga outfit.
Instagram: @airtomyearth

Photo: Christina Fragkou / Cris Fragkou

Selma is wearing pants and a jacket by Patou with a vintage vest, a JW Anderson bag, Gucci necklaces, Nanushka sunglasses, and Yeezy shoes.
Instagram: @selmakacisebbagh

Photo: Christina Fragkou / Cris Fragkou

“My friend who owns a vintage boutique dresses me. He wanted me to be out of my comfort zone because normally I dress very femme, and this is all men’s clothing!”
Instagram: @la_dingue

Photo: Christina Fragkou / Cris Fragkou

Petra is wearing a Résumé dress with ASOS shoes and a Cala Jade bag.
Instagram: @petrahenriette

Photo: Christina Fragkou / Cris Fragkou

Louis is wearing Coperni.
Instagram: @louispisano

Photo: Christina Fragkou / Cris Fragkou

Nina is wearing a Hyein SEO outfit with a Coperni bag and Celine boots.
Instagram: @ninauc

Photo: Christina Fragkou / Cris Fragkou

Gala is wearing a Coperni outfit with Giuseppe Zanotti shoes and Valentino sunglasses.
Instagram: @galagonzalez

Photo: Christina Fragkou / Cris Fragkou

Tiffany is wearing an outfit from the Attico with a Chanel bag.
Instagram: @handinfire

Photo: Christina Fragkou / Cris Fragkou

Linda is wearing an Ivy Park x Adidas jumpsuit and Zara shoes.
Instagram: @letscooktonite

Photo: Christina Fragkou / Cris Fragkou

“I don’t really have an inspiration today. I just wanted to wear my Crocs and highlight them, so I wore all black!”
Instagram: @17xpk_

Photo: Christina Fragkou / Cris Fragkou

“My inspiration is retro, ’70s, ’80s. It’s a little bit of a mix!”
Instagram: @missgeburtz

Photo: Christina Fragkou / Cris Fragkou

Hillary is wearing Collina Strada.
Instagram: @_collina

Photo: Christina Fragkou / Cris Fragkou

“I couldn’t decide what shoes to wear so I wore one of each.”
Instagram: @selenaforrest

Photo: Christina Fragkou / Cris Fragkou

“To be honest, I just wanted to match my hair!”
Instagram: @hannahparent

Photo: Christina Fragkou / Cris Fragkou

Instagram: @clementine.bal

Photo: Christina Fragkou / Cris Fragkou

“I just came from Geneva and wanted to get some new clothes. I went to my friend’s vintage shop and gave him the freedom to dress me. I was his doll.”
Instagram: @spiceandcurls

Photo: Christina Fragkou / Cris Fragkou

Instagram: @angel__emoji

Photo: Christina Fragkou / Cris Fragkou

Symone is wearing Vivienne Westwood.
Instagram: @the_symone

Photo: Christina Fragkou / Cris Fragkou

Michelle is wearing a vintage dress, a Balenciaga jacket, and Louis Vuitton boots with a Loewe bag.
Instagram: @laffmichelle

Photo: Christina Fragkou / Cris Fragkou

Miss Fame is wearing Vivienne Westwood with Earnest shoes.
Instagram: @missfamenyc

Photo: Christina Fragkou / Cris Fragkou

Linda, left, is wearing a vintage Yves Saint-Laurent top, a Raey jacket, Róhe pants, and Prada shoes with an Hermès bag. Erika is wearing a Celine top, a By Malene Birger coat, and Christopher Esber shoes with an Hermès bag.
Instagram: @lindatol_ and @erika_boldrin

Photo: Christina Fragkou / Cris Fragkou

Alex is wearing Loewe.
Instagram: @alexgoyaa

Photo: Christina Fragkou / Cris Fragkou

Taqwa is wearing Fendi.
Instagram: @taqwabintali

Photo: Christina Fragkou / Cris Fragkou

Tiana is wearing a vintage top and skirt, Pretty Brain Vomit tights, and tabi shoes with a Telfar bag.
Instagram: @ sade.stan

Photo: Christina Fragkou / Cris Fragkou

Caro is wearing Loewe.
Instagram: @carodaur

Photo: Christina Fragkou / Cris Fragkou

Yilan is wearing a Maisonprin sweater, a vintage cardigan, Zara pants, and Alexander McQueen shoes.
Instagram: @yilun_hua

Photo: Christina Fragkou / Cris Fragkou

Sarah is wearing a Vivienne Westwood shirt, a Samsøe & Samsøe skirt, Doc Martens, and Ray-Ban glasses with a Coperni bag.
Instagram: @sarahloufalk

Photo: Christina Fragkou / Cris Fragkou

Emma is wearing an Aureliane outfit with Zara shoes and a Lancel bag.
Instagram: @ emma.siaut

Photo: Christina Fragkou / Cris Fragkou

“Lately I’ve been loving monotoned outfits. I also love some faux fur.”
Instagram: @pilarmadimin

Photo: Christina Fragkou / Cris Fragkou

Lisa is wearing a Victoria Beckham blouse and Studio Sut trousers with Bottega Veneta shoes and bag.
Instagram: @lisa.aiken

Photo: Christina Fragkou / Cris Fragkou

Caro is wearing an Hermès jumper, the Attico shorts, a Giambattista Valli jacket, and Miu Miu shoes.
Instagram: @carodaur

Photo: Christina Fragkou / Cris Fragkou

Emili is wearing Lanvin with a JW PEI bag.
Instagram: @emilisindlev

Photo: Christina Fragkou / Cris Fragkou

Instagram: @reishito

Photo: Christina Fragkou / Cris Fragkou

Chloé is wearing a Loulou Studio top and Rotate shoes with a Chanel bag.
Instagram: @louloudesaison

Photo: Christina Fragkou / Cris Fragkou

Eugénie is wearing Prada.
Instagram: @eugenietrochu

Photo: Christina Fragkou / Cris Fragkou

Instagram: @jaimetoutcheztoi

Photo: Christina Fragkou / Cris Fragkou

Emna is wearing a Ludovic crop, a Rouge cardigan, Louis Vuitton pants, and Ghazal shoes with a By Far bag.
Instagram: @emnitta

Photo: Christina Fragkou / Cris Fragkou

Tiffany is wearing a Rick Owens skirt and a shirt by the Money shirt with Balenciaga shoes and an Hermès bag.
Instagram: @handinfire

Photo: Christina Fragkou / Cris Fragkou

Johanna is wearing a Zaza Design dress, an Escada coat, a Be Goldish necklace, Hugo Boss shoes, and Stella McCartney leggings.
Instagram: @johannakeimeyer

Photo: Christina Fragkou / Cris Fragkou

Devon is wearing Jojo jeans with a vintage hat, dress, and gloves.
Instagram: @devonkaylor

Photo: Christina Fragkou / Cris Fragkou

Instagram: @ st.einberg

Photo: Christina Fragkou / Cris Fragkou

Chiara is wearing a vintage blazer, a Jacquemus top, and Alanui pants with a Tory Burch bag and Bottega Veneta shoes.
Instagram: @chiaratotire

Photo: Christina Fragkou / Cris Fragkou

Jenny is wearing a Miu Miu dress over a Prada top.
Instagram: @jennymwalton

Photo: Christina Fragkou / Cris Fragkou

Monica is wearing a vintage coat, Falke socks, Miu Miu shoes, and Rendel sunglasses.
Instagram: @monicaainleydlv

Photo: Christina Fragkou / Cris Fragkou

Alaa is wearing a vintage skirt, Chloé shoes, and an AKA coat with a Paco Rabanne bag.
Instagram: alaa

Photo: Christina Fragkou / Cris Fragkou

Thássia is wearing Miu Miu.
Instagram: @thassianaves

Photo: Christina Fragkou / Cris Fragkou

Kay is wearing Lacoste.
Instagram: kaaymbl

Photo: Christina Fragkou / Cris Fragkou

Lena is wearing a Miu Miu look with Alexander McQueen boots.
Instagram: @lenamahfouf

Photo: Christina Fragkou / Cris Fragkou

Courtney is wearing Miu Miu.
Instagram: @alwaysjudging

Photo: Christina Fragkou / Cris Fragkou

Blanca is wearing a Lacoste outfit with Nike shoes and a Y/Project scarf.
Instagram: @blancamiro

Photo: Christina Fragkou / Cris Fragkou

Snehal and Jyoti are wearing Chanel with custom pants.
Instagram: snejyo

Photo: Christina Fragkou / Cris Fragkou

Lauren is wearing Lacoste.
Instagram: @theimpossiblemuse

Photo: Christina Fragkou / Cris Fragkou

Instagram: @annarvitiello

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