MOYE and the Balance Between Luxury and Sustainability
With climate change and sustainability at the forefront of our minds, we ask what the fashion industry can do to contribute to this topic. We speak to MOYE a luxury silks brand that is working every day to become the most sustainable brand they can be. For MOYE, sustainable fashion starts from high quality and timeless designs, which is why they say ‘our products are made to last. Our mission is to create seasonless pieces that you can wear all year long.’
What pressures and challenges do you face as a brand that is working every day to become the most sustainable brand?
We know that as a fashion brand that offers products online with international shipping it is almost impossible to become 100% sustainable. But we are learning every day to create meaningful changes. For us, even the smallest changes in our HQ are an important part. As a fashion brand, we are pressured to create pieces that are in season, so we had to learn how to encourage consumers to buy classic pieces that will last longer and can be worn for different occasions. The most challenging thing for us is to balance sustainability with consumers’ expectations. We are constantly looking for sustainable options that are not overpriced so our products can still be accessible.
Where do you think sustainable fashion is at the moment? Do you feel like it’s a stalemate ?
It is probably the most dynamic time for the brands that take care of our planet and people. We have access to innovative technologies and materials, so it is getting easier for fashion businesses to reduce impact on every stage of the production. Every day we can read about big brands that are taking really major steps towards sustainability. It is really upliftings. But in the world filled with too much information, we have to learn how to filter brand messages. It may sound cliché, especially for the younger generations but it should be some kind of a mantra for the consumers. Greenwashing in fashion marketing is ubiquitous. Brands are constantly overstating their environmental or ethical benefits when it comes to their products and services. That is why we should learn as much as we can about the products which we’re buying. In the end, it is all in the hands of the consumers. We are very happy that they are actively becoming more conscious, and they are no longer afraid to ask.
Your products are handcrafted in Poland and your fabric comes from Italy, what does that mean for you logistically as a brand that has a global reach?
We want to check everything personally that is why we visit trade fairs to choose the highest quality fabrics. We are in constant contact with silk suppliers and select ones that we trust and value. It is really important to feel the fabric and see it in the flesh. Due to that, we are buying a suitable amount of the material that we are assured of. We learned how not to waste fabrics that are not appropriate for our products. We are working with sewing rooms in our local city – Warsaw. For us knowing how and where our products are made is crucial. We can control the process of production. Our brand relies on people, so we value the opportunity of knowing our suppliers and collaborators. Our products are created in the same city that our warehouse is in, so we’re reducing the footprint of transportation.
How do you want your consumers to feel when wearing your brand?
First and foremost we value comfort and high quality. We want to create products that provide true comfiness. Silk is a natural fabric that floats down the body and despite its delicate feel it is also one of the strongest fibres, so it can last longer. We choose minimal and timeless shapes to offer staple pieces that can go with anything. We don’t want our consumers to feel uncomfortable and disguised. We offer them a feeling of luxury and subtlety. We want to show them that even whilst wearing a classic shirt crafted in high-quality fabric they can feel en famille and confident.
As a brand that is quite active on social media, do you think social media plays a part in how people perceive your brand and the fashion industry?
We can try to take a break from it but it plays a big role in running the business, especially when it comes to the fashion industry. Social media gives us an opportunity to communicate with our customers almost immediately. It is such a powerful tool. We are aware of the fact that it is easier to absorb images than words, so it’s very important for the brand to pay attention to the aesthetic taste of the consumers. Through social media, we can create a brand image and share our philosophy with people all over the world. There are no boundaries. Even not being present on social media can be a part of the brand image in itself.
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