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Design Thinking: THEMOIRè

(Image courtesy of THEMOIRé)

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking to their market offerings. I spoke with Lucia P., THEMOIRé's Digital Specialist, to learn more about the company.

(Image courtesy of THEMOIRé)

1. What makes THEMOIRè different from other brands on the market?

THEMOIRè is a project born in Milan in December 2019 to generate a positive change for people and our planet, creating a brand with the lowest possible environmental impact, ethical and ecologically responsible, with particular attention to functional elegance and quality. Francesca Monaco and Salar Bicheranloo, Founders and Creative Directors of THEMOIRè, have long felt the need to work on a responsible and future-oriented fashion project with the minimum environmental impact. They decided to launch THEMOIRè at the end of 2019 to achieve concrete goals.

(Image courtesy of THEMOIRé)

2. How doesTHEMOIRè stay ahead of upcoming trends?

THEMOIRè avoids using the word "sustainable" because it is quite impossible for a brand belonging to the fashion system to be 100% sustainable due to the high number of variables involved. THEMOIRè does everything possible to improve its position every day, offsetting its CO2 footprint with the project THEMOIRè Forest - planting a tree for every product sold and organizing unique activations with TreeNation in different parts of the world, as well as using their automatic compensation service for all CO2 emissions generated by the website.

(Image courtesy of THEMOIRé)

3. How does THEMOIRè incorporate its mission and vision into its product offerings?

THEMOIRè aims to create durable accessories over time that do not represent anything close to fast fashion to not pollute the environment with the abundant production already in place in the fashion industry. The intent is to create unique pieces with sophisticated designs that can accompany people throughout the day and for years. The materials used to package and ship orders and bags are all recycled, and all plastics are eliminated from the production chain; the boxes are made of recycled cardboard, and the dust bags are made of recycled cotton. The products can be reused. Dust bags can go back to authentic canvas bags or be used to contain other accessories in the buyers' closet, while the boxes can be recycled together with standard paper or reused to hold different objects. Designs do not want to represent ephemeral trends or particular moments. Still, they want timeless pieces to make it possible to reuse bags at other moments in the shoppers' life or even the transition between mother and daughter.

(Image courtesy of THEMOIRé)


Me on my first day of graduate school

Rachel Huss

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