Marine Serre
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ANDAM Winners Marine Serre and Glenn Martens Envision Vogue’s Future – WWD

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PARIS —The hand-wringing began properly earlier than the coronavirus pandemic hit. Can the style trade be taught to turn out to be extra sustainable? How is it doable to make sure a future for unbiased labels? 

ANDAM winners Marine Serre and Y/Challenge designer Glenn Martens have some solutions to those questions, which have solely turn out to be extra pressing — and sophisticated — within the wake of the coronavirus disaster.

Winners of the ANDAM household fund award, revealed final week — Serre’s namesake label received 200,000 euros and Y/Challenge was awarded 150,000 euros — they now even have further trade backing to spur their unbiased labels alongside at this tough juncture.

WWD spoke with every of the 2 winners of the award, which served as a reset this yr — pivoting to a channel of assist from the normal prize competitors of earlier editions.

“This prize arrives at a really completely different stage than the primary prize I received three years in the past,” Serre stated.

“It actually means lots as a result of it’s serving to us to remain absolutely unbiased,” she added.

Organizers of ANDAM, France’s oldest trend prize, stated in April that they’d forgo the normal format and give attention to a handful of French firms to assist them adapt to the contemporary problem introduced on by COVID-19. The thought was to determine viable tasks for working by means of the disaster to construct a future, and step in to assist, offering each monetary and mentoring assist. 

ANDAM’s pivot got here amid others, with the CFDA and Vogue organising a fund-raising marketing campaign for designers referred to as “A Frequent Thread,” whereas LVMH Prize organizers distributed 40,000 euros to eight finalists reasonably than allotting the complete funds to at least one winner.  

ANDAM’s jury is made up of high brass from main luxurious firms, together with Kering chairman and chief govt officer François-Henri Pinault and Chanel president Bruno Pavlovsky, in addition to executives from LVMH Moët Hennessy Louis Vuitton and Hermès Worldwide. 

“It’s all the time an ideal honor that they assume the work you’re doing is price being there and so they assist you and push you — it’s a pleasant affirmation that you just’re stepping into the appropriate route,” stated Martens, who described ANDAM as having “one of the crucial influential, business-minded” juries.

“Creativity is a part of it, but it surely’s actually about the entire idea of creativity and enterprise,” he stated.

When the label received the prize three years in the past, it was a rising model.

“We had no cash, no buyers, no cash injection, so the issue all the time with rising manufacturers, is that there’s no treasury — at any time when you could have a greater sale or a greater season, you must make investments the cash you get from purchasers in manufacturing — your prepayment is definitely not masking that manufacturing, so there’s all the time a battle,” he stated.

The injection of funds offered by Andam three years in the past allowed the label to spend money on extra senior positions and recruit business and manufacturing administrators.

“That actually was the turning level as a result of having extra senior folks in your organization actually lets you construct it up in a extra correct and grownup method,” he stated.

Y/Project Men's Spring 2021

Y/Challenge Males’s Spring 2021 
Courtesy Photograph

This time, funds will likely be used to spice up some key tasks at Y/Challenge — the Evergreen line, a digital showroom and the ecommerce web site.

The contemporary funds will now assist the label set the tasks on the identical path of stabilization — as he calls it — that the model as a complete has just lately reached, Martens stated. 

“With Y/Challenge, the beauty of us is that we simply grew to become younger adults so really we’re fairly stabilized,” he stated, in comparison with youthful labels simply beginning out.

Serre stated her label plans to deepen its give attention to tasks they’d recognized earlier on.

“We now have a whole lot of actually necessary matters that we have been attempting to develop for the reason that starting of the  model,” she stated, referring to the label’s “eco-futurist” method of working towards a round mannequin —round half of the gathering is made up of upcycled clothes.

“Earlier than COVID-19, we have been in a very, actually good state of affairs with that and folks have been beginning to perceive and to additionally prefer it,” she added.

However issues received extra sophisticated because the disaster hit. 

Some processes grew to become tougher because the label works with suppliers world wide to supply unused clothes — the designer issued upcycling movies throughout the lockdown, exhibiting piles of denims from the U.S. being remodeled into new items.

“It was actually difficult to make a easy material throughout the COVID-19,” she famous.

The funds will assist her label push additional on environmental matters.

“It can assist us for certain go towards local weather neutrality. We’re additionally desirous to go for for the reason that starting, however we went step-by-step and it’s clearly one thing we have been going to start out simply earlier than the COVID-19,”  she stated.

At Y/Challenge, the label plans to make use of funds from the award to develop the eco-friendly Evergreen line, which Martens describes as a group primarily based on carryover types of attribute and symbolic Y/Challenge designs, with the private twist developed over time.

“We actually respect the clothes, and on high of that, it’s a group that’s absolutely produced in essentially the most moral and sustainable method, so all the pieces is licensed — the manufacturing unit is licensed, it’s fairly an enormous course of, we’ve been engaged on it for a yr virtually,” he stated. 

It’s a small crew engaged on the venture — the manufacturing division, which counts round 4 folks, researching new strategies and factories — which additionally entails touring, Martens added.

“We’re not like these sort of conglomerates with a military of individuals in a position to do all this analysis — it’s all the identical individuals who must do the job right here,” he stated, citing the seek for extra methods to deal with denim, with air stress, for instance. 

In addition they wish to add new classics to develop the road.

The label can be launching a brand new e-commerce web site, which is able to carry a whole lot of content material in regards to the Evergreen line and the flexibility of the transformable items, how they’re made and the place — with a spotlight extra on craftsmanship than the inventive folks being them. The “why and the way and who,” he stated.

“It is going to be lots about educating additionally our prospects particularly with the Evergreen line as a result of there’s additionally going to be a transparency coverage linked to it, explaining why the items are there, how costly they’re, this sort of factor,” he stated, noting that the label tries to align the costs of Evergreen items with the primary assortment. An extended tailor-made wool coat, carries a retail value of round 1,200 euros whereas a primary shirt is priced round 300 euros, whereas denim items vary from 350 to 450 euros, for instance. 

“We now have a little bit of tailoring, couture — really very multidimensional in clothes, not one dimensional. To curate this variety, you actually must dig deeper into the model to essentially perceive it,” he added.

“Numerous desires are behind it and I feel now we have to return to that and clarify it to folks, not everyone is working within the enterprise, not everyone is ready to be as privileged as we’re to go to trend week and perceive it,” he stated.

The “Web is a good platform to clarify all of the loopy tales behind it,” he added. 

The label launched a movie final week that reveals completely different clothes being adjusted on fashions — a body-hugging miniskirt turns into a protracted gown with a collar on high, and panels on trousers and tops that will get unbuttoned and peeled again to disclose completely different layers. 

“There’s going to be a complete give attention to exhibiting that versatility and explaining how one can experiment, and attempt to personal a bit and make it closest to your character — these versatile clothes are purported to develop on you — you actually must ask your self ‘How do I wish to put on this gown?’ ‘How do I really feel in the present day?’ ‘How do I wish to be perceived?’ and infrequently the gown has completely different solutions,” he defined.

Most retail shops perceive the label’s various method and methods to choose issues, however he’s anticipating e-commerce will be capable to assist the model to “reinforce the wealthy and various world that we’re representing,” as he put it.

Martens envisions a platform the place one can “purchase all the pieces, the extra couture items, and never simply the joyful bestsellers, it’s additionally the extra intriguing items [that] are perhaps tougher to seek out worldwide, and I feel, due to the website, it’s additionally gonna be reachable,” he stated. 

The label can be growing a digital showroom — Martens expects retailers to start out making extra purchases just about. 

“I’ve been speaking to so many shops throughout COVID-19, and a few persons are really fed up with coming to Paris like six occasions a yr,” he stated. 

“I’m certain there are additionally other ways to see your model, to promote your garments, together with the bodily showrooms,” he continued.

Impartial designers, particularly, are affected by the quick work tempo, famous Martens.

“Everyone, particularly unbiased designers, is having the identical problem; the tempo could be very quick, we work in an especially quick tempo, particularly manufacturers like us, that are doing 4 collections a yr. It typically will get a bit loopy,” he stated. The issue is that collections don’t all the time keep very lengthy on the gross sales ground and don’t all the time match the season.

“I feel perhaps now we have to work on a unique method of presenting the garments, perhaps in a unique seasonal state of affairs,” the designer urged.

“I have seen so many individuals round me that had lived and thrived on a system [that] was extra superficial and extra business and extra product oriented, and…I feel this disaster, the entire incontrovertible fact that they have been locked up for 2 months made folks mirror extra and go a little bit bit extra to the essence,” he stated.

“I do assume that that is additionally going to be translated within the trend indsutry and I imagine that a whole lot of intriguing younger inventive manufacturers have a base to outlive,” he stated.

“It’s going to be tough occasions for everyone, perhaps now we have to step again a bit however do it in an pleasant, joyful method,” concluded Martens.