Luxury
is defined by superior craftsmanship. Characterised by timelessness, richness
and quality, the enduring concept of luxury fashion opposes the destructive phenomenon
of ‘fast fashion’ and the unethical production practices and damaging
environmental effects that overshadow it. But, due to the ephemeral nature of fashion
and trends, the fashion industry as a whole is not renowned for having a
particularly positive impact on the world.
Thankfully,
there are an increasing number of initiatives developing in the fashion world
which seek to challenge negative perceptions by showing that fashion can have a
social and moral conscience at its core. Endorsing an innovative, ethical approach
to luxury fashion, high-end brand Maiyet demonstrates how a globally recognized
luxury fashion brand can harness the power of business and capital to establish
stability, self-sufficiency and prosperity in developing economies around the
world.
I
first discovered Maiyet when I came across the beautiful short film 'Sleepwalking
in The Rift'; a deeply immersive love story set amidst the breathtaking plains
of East Africa, directed by highly acclaimed director Cary Fukunaga. Visually
stunning and emotionally poignant, the film explores the intricate connections
between nature, humanity and creativity; embodying Maiyet’s philosophy to utilize
the crafts and traditions of indigenous people to increase employment, profitability
and peace in creative communities.
What is particularly exciting about Maiyet is its deep commitment
to forging partnerships with master craftsmen in unexpected parts of the world;
to celebrate and sustain the rarest and most unique artisanal skills. Promoting
the highest calibre of ethnic design from countries such as Columbia, India,
Indonesia, Italy, Kenya, Mongolia and Peru, Maiyet works closely with independent
non-profit organisation Nest to ensure that a percentage of profits go to fund training
and development for artisan businesses.
For me, it’s the skill, spirit and soul behind the work that makes
the Maiyet collections so captivating. Inspired by the Ancient Egyptian concept
of truth and harmony, Maiyet’s unique collections are characterized
by the human touch. The essence of the Spring/Summer 2013 collection is
captured perfectly by a stunning campaign shot in India, featuring model Daria
Werbowy wearing a selection of exquisite white-on-white looks, delicate silks and chiffons, and striking prints and embroideries.
Maiyet is pioneering an innovative new concept of luxury; giving something back to the people and places that need it most.
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