• Maddie

Our comfort zone

Let's try to remember why so many young designers have started their own sustainable or ethical or organic brand: they found fashion boring.


Better said fast-fashion as a boring and repetitive fashion. Boring in the sense of never find something that could be comfortable and at the same time with a sense of fashion. Of course, as fast-fashion is about to copy the fastest and the cheapest way possible, far from a concern on quality as we could guess. Sustainable designers added on top of a non-boring fashion the concern on respecting the planet and the health of each of us. That is what told me women's underwear fashion designer and founder of Ceu Label : underwear is important as it is "the first contact".

Watch this video to see my full conversation with Ceu Label during the BCN Press day.


(Feel free to like the video on YouTube, that will help people to find it more easily if you found it helpful. You can also subscribe to my channel in order to receive more content and investigations on sustainable fashion.)


The first contact is also the one we used to have with our mother when we born. It is important to remember our skin has its sensitivity and has a matrix that connects ours inside with the outside. There are no wonders then, on why underwear have been called intimate garments and this is also the reason why we should consider them to be made from toxic-free materials.


On my first day, with my mum and sister

Nowadays, we are talking on how to distance toxic relationship from us, toxic thoughts, but we hardly admit to bringing towards non-toxic garment in our main priorities. Although they have the closest contact with us. (The intimate garment, remember?) Maybe because we are more preoccupied with our relationship with other people than with ourselves. Here is then the point where we should all agree, as distancing any toxic relationship is to think about our inner self. To take care of it. To see what is good for us and what is not. What or who affects us and what or who does not. Bringing forward what is positive, protect ourselves without becoming social phobic.



Sustainable clothing is working just the same way. It is not about excluding you from society but the contrary. Respect is the main word you will hear from any sustainable brand founder (as long as there is no greenwashing). Respect of the environment and of society through workers. And what is a better relationship than one founded on respect? Mutual respect...

Some months ago I actually work on a little investigation around poison. Poison can cure or kill, depending on doses. I think this is the starting point on considering toxicity: from when a garment, a material, a substance, start to be nocive? Some of them are toxic from the start as they are totally artificial. Some might not be toxic but their treatment is, or their overproduction might unbalance the ecologic system. After investigating on poison, I decided to create this video below, as the concern on nocive effects has always been in human beings mind through history. You find it engaged in different aspect of many industries such as cinema, advertising and now fashion. So let's keep open the conversation!


Watch this video to see my full investigation on poison, linking Christian Dior Perfume and John Wayne...


(Feel free to like the video on YouTube, that will help people to find it more easily if you found it helpful. You can also subscribe to my channel in order to receive more content and investigations on sustainable fashion.)


My personal crush on Ceu Label last collection.

This bra can be used as a top, as a top-on-top,... A very versatile piece that can last for long in your wardrobe. Look at the video above to know more about materials used by Ceu Label.


Shop this bra here

Find Ceu Label on Instagram here

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