Can luxury rhyme with ecology?

marine greenhouse antipollution mask

A pioneer among the biggest names in fashion, Marine Serre , Rihanna's young protege questions the fashion of the future during the last Fashion Week.

In a context of environmental crisis, R-PUR has joined forces with the luxury of tomorrow in a futuristic atmosphere initiated by the talented designer Marine Serre in her “Radiation” fashion show presented during her fall/winter 19-20 collection in Paris.

It's not new, fashion is the second source of global pollution after transport. Always pushing us to consume more through advertising campaigns distilled and plastered on all our screens, fast fashion has literally taken over the way we consume.

Beyond approaching consumers with a moralizing tone, it is essential to develop awareness of a new way of consuming by seeking together more sustainable solutions.

A look back at our collaboration with Marine Serre.

Parade "Radiation" by Marine Serre

We are in 2017.

Marine Serre, 26, won the LVMH Talent prize awarded by Parisian couture icons Karl Lagerfeld and Nicolas Ghesquière.

Spotted for her ambitious and innovative dynamic, she quickly created her brand thanks to the support of the global luxury giant LVMH and quickly grew from 3 to 30 partners in the space of a year.

Our common story begins in November 2018. Marine Serre, sensitive and curious, contacted our team with the aim of setting up an unprecedented collaboration where fashion would meet technology. Her discipline, her creative sense and the ecological issues that she strongly denounces join our cause.

Our common challenge will be to make the general public, particularly luxury consumers, aware of the ecological issues to which we are all subject today. Air pollution is also a social issue that is increasingly present in our daily lives.

This collaboration perfectly represents the fashion aspect, wearable on a daily basis, sensitive to a large number of customers, and more importantly, the technological and ecological aspect of our masks.

This fusion of the two worlds de-dramatizes the wearing of the mask by placing it in a lifestyle and committed perspective.

marine greenhouse show

Respirator: the R-PUR x Marine Serre anti-pollution mask

Most of the masks found on the market are made of ordinary materials that deteriorate easily. We have seen and reviewed the "hospital mask" spirit mask which is not pleasant to wear, where it is hot and where you quickly feel oppressed.

Our R-PUR Nano® x Marine Serre goggle is totally unique due to the premium materials used (quality fabric, aluminum ring), its 100% made in France design, and above all its cutting-edge technology unique in the world.

It is able to filter nanoparticles while maintaining perfect airtightness, comfort and support for optimal protection.

marine greenhouse mask collection

Accustomed to creating sleek and classic designs that go well with all outfits and skin tones, we discovered the designer's inspirations and entered her futuristic universe.

Of the four models presented during Paris Fashion Week in February, two were subsequently produced and thus could be put on sale.

From September, the masks were presented in exclusive places such as Dover Street Market in New York

The success was there, and all the masks were sold out in just a few hours.

Marine Serre Banner

Marine Serre FW2019 collection special installation has arrived at Dover Street Market New York

This is one of the first times that an artist in the luxury sector has really committed to ecology, what process did she go through to get there?

The place of luxury in today's ecology and the world of tomorrow

It is not too much to remember that pollution is the leading cause of death in France after tobacco and alcohol and reduces our life expectancy by an average of two years.

The “Radiation” collection exposes the hypotheses of what fashion could be in “5 to 10 years”. Marine Serre obviously does not have a utopian vision, already imagining a new apocalyptic era in nearly a decade.

It is important to realize that the harmful effects of pollution are already present and irreversible effects are beginning to appear.

Its collection made up of synthetic furs, jeans, lycra, cotton and recycled leather presents futuristic silhouettes. Hybrid clothing focused on the protection of its users symbolizes very well the humanist and ethical values ​​dear to our two universes.

Marine Serre is the first designer to take ecological issues into account in a radical way, ingeniously displaying a dichotomy between abundance of luxury and ecological minimalism. Her collections are indeed made up of more than 50% recycled materials, echoing her childhood and adolescence when she used to transform, reinvent, metamorphose and renew each item of clothing found in a thrift store or recovered from her family.

This novice and avant-garde sense is now transcribed in a futuristic and revolutionary work through the use of recycled materials, faded, worked to give this "vintage" and "worn" side that fashion adores.

Trying to anchor themselves in a responsible dimension, some luxury houses have timidly tried to reinvent the design of their collection in a more ethical and ecological approach.

The famous house Stella McCartney is a pioneer in this approach having stopped its production of animal leather and other exotic skins since 2001. Followed by Givenchy which also stopped the production of animal furs in 2017 then by the Chanel house in 2018.

This reaction, which is visibly more marketing than committed, cannot be envisaged in the long term. It is necessary to know that the ethical values ​​advocated by these luxury houses are quite simply a brake on their development and the increase in their turnover.

Ready-to-wear sells very little and represents only 30% of sales on average, while the sale of accessories and bags represents 65%.

Chanel Bags

The luxury clientele is in real mutation, following logophilic codes dictated by an ever-increasing demand for exclusivity, they are mainly looking for precious skins, obvious symbols of social success.

It is therefore difficult to imagine for luxury houses to fundamentally address the issues of ecology in an era where collections must be ever larger with around 6 collections per year and ever larger to meet a frenetic demand for its customers waiting for novelty and exclusivity.

Nevertheless, thanks to the actions carried out by influential personalities in this environment, mores are beginning to evolve slowly towards a more ethical and responsible vision and could well radically upset the codes of luxury.

On our side, we do not close ourselves to other possible collaborations which will respect and share the same values ​​as us.

For your part, do you think that luxury brands will be able to take the responsible turn that many expect of them?