This week, commitment, quality and delicacy of natural materials in fashion. The excellence and particularity of natural fibers are the foundation of Madame Yvette’s wardrobe. Hemp, wool or linen, the choice of materials is the beginning of everything for Hind, the founder of Madame Yvette. A choice dictated by the use of a sustainable and local fiber for a contemporary garment that is pleasant to wear, that smells good, perfectly designed and made in France.
Selecting local fibers with ecological virtues and raising awareness of the urgency of consuming less while meeting the need for an essential and sought-after wardrobe, such is the common thread of Hind for Madame Yvette : “ I think creation and creativity have everything to do with the unconscious. That’s why it’s very difficult to explain, I think that creativity has the collateral effect of harmonizing through non-comprehension. To harmonize the senses, rationality, mind, body and spirit. The way people receive the garment touches me enormously and I can see that it’s unconscious, it comes to revive things that I don’t understand myself. There are many things that I don’t want to understand about myself and that’s the one. When I arrived in France, I had seen a film where hierarchical and social superiority was distinguished by the fact of calling a person by his family name or his first name. I understood that, I found it quite hard. Madame Yvette is a worker, a craftswoman, a maker, It is to pay tribute to these women. »
Hind was born in Algiers, Algeria. She arrived in Paris at the age of 12. Trained in philosophy, economics, design and management of cultural projects in the theater. She frequents the professions of art and science, two values that have always accompanied her. She meets fashion accidentally, in a research center in Paris Descartes, during a challenge : find an ecological solution in fashion today. This researcher focuses on local fibers such as flax, wool and hemp in order to save transport, energy and less pollute water. She throws Madame Yvette in 2017a minimalist range of timeless clothing with contemporary lines in natural fibers, manufactured in a short circuit and biodegradable at the end of their life.
“ The interdisciplinary research center was like a hub. I wasn’t there to think about fashion, but thinking about it, I pushed the principle a little further to find a lasting and lasting solution to the problem of fashion-related pollution. I first posed a mathematical equation : in France today, how can we make a garment ? I turned to flax which is very present in the territory, hemp which we had but which we no longer have and which is in fairly advanced reintroduction, according to the hemp and flax federation, and wool which has always been present on the territory and who is still there. We have many qualities of wool which are very suitable for making a beautiful garment. »
“ For the moment, the hemp we were able to obtain it in Romania versus Ukraine, it was the most regular hemp in Europe. Hemp, in general, is the ecological plant par excellence, it is a fairly long fiber, which is very economical, very strong, it cleans the soil and does not need water. A rapid culture. As an engineer, this plant is magical. »
Local materials make it possible to produce healthy clothing, sensory clothing and according to Hind, the founder of Madame Yvette, clothes that allow us to be closer to ourselves: “ The construction of the garment invokes the structure of the eye, of perception, and then touch. We do not suspect its comfort. When we carry it in the hand, we have the impression that it is very heavy but we really have to go beyond this feeling and it will be very difficult to market it. I think it’s a matter of chance for these pieces because people will stumble upon it, come across it by word of mouth and then want to test it, experience this linen. »
“ It has everything to do with this interpellation, this visual interest. There is something robust enough, natural enough for us to crack. We have enough experience now and back on what an itchy, smelly, nylon-smelling garment can be. I think when we see something healthy, we are called to it. And it is a healthy garment. »
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