A sailboat was moored on the J4 Esplanade at the Museum of European and Mediterranean Civilizations (MuCEM), at the foot of Fort Saint-Jean, facing the Palais du Pharo. Teenagers dove into the water under the amused gaze of tourists stretched out in the sun. A young man was fishing. It seemed like an ordinary late afternoon. Except that the sailboat was about to host a fashion show. There were no celebrities, no chauffeured SUVs and no influencers being photographed from every angle. Here, there was no intention of copying the codes of a formal Paris Fashion Week. “People are coming in flip-flops,” smiled Chloé Roques, one of the event’s organizers. This was Slow Fashion Week: a 100% Marseille event.
While the idea of more sustainable fashion has already found its place in other European capitals such as London, Copenhagen and Berlin, this Marseille edition is a first in France. “We’re never the first,” joked the organizer.
Launched by the Baga collective, a Marseille-based non-profit organization founded in 2023 with 84 members, this alternative fashion week – which began on Saturday, June 7, and ran until June 14 – brought together designers committed to “local and sustainable” fashion. The program included fashion shows, embroidery workshops, repair and upcycling sessions, studio visits and talks. More than 50 events took place throughout the city.
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