To mark the launch of our partnership with Maje, the French brand presented “Le Cercle de Maje”. A community event hosted by studio Semaine in Paris, it introduced ‘La Rosada’, a short film directed by Juana Wein that tells the story of the multigenerational farm with the same name located in the North of Uruguay. 

A series of immersive, intimate talks followed. We discussed how repairability should have a place at the design table, ensuring the longevity of garments from the initial production steps, we conversed about stories and how emotional connections make us look after our clothes better and hold onto them for longer.

We talked about traceability as an opportunity to shine a light on the makers along the chain, and as a bridge to connect consumers with their stories. 

“There is a very special connection with garments when they have a story, when they mean something to us. Those pieces that hold memories or that we connect with on a certain level, we are going to look after them better - we want them to last. That’s emotional durability.”

Andrée-Anne Lemieux, Director of Sustainability IFM.