Cherchez La Femme: Made On Demand (To Reduce Fashion Waste).

Cherchez La Femme is on a mission to reduce fashion waste, by creating timeless products in unique + colourful prints – designed in house, and produced locally.

Initially, the brand started out in 2021 as a political t-shirt brand, but its founder, Vivienne Austin – decided to re-brand in 2022, which led to a sustainable award win that same year.

Cherchez La Femme makes beautiful prints, and Vivienne Austin collaborates with a friend in New York to create exclusively-made, on-demand products that can’t be found on the high street.

Vivienne (a Central St. Martins graduate) has created swimwear and active-wear collections for a wide array of established companies in the past, ranging from Liz Claiborne – to exclusive high-end labels, such as the British heritage brand, Liberty.

She has previously taught at the Royal College of Art, at the Winchester School of Art (BA Course), and at Regents College, as well as advising fashion businesses in Vietnam on all things sustainability.

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She’s also a business mentor for Fashion Angel, which provides business mentoring, and access to funding through the government ‘Start Up Loans’ scheme.

“Being disillusioned by the fashion industry and the detrimental impact on a social, economic, and environmental level led us to dance to our own tune, and develop desirable accessory pieces,” said Vivienne.

Vivienne’s long-term goal is to give a percentage of her sales to not-for-profit organisations that aid women with a new life away from slavery.

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