Re-defining The Fashion System
Confronting the fast-moving fashion system
Over her years of experience within the fashion industry, the founder of AÉRÉ, Tine Bøhm, observed the system progressively changing, reaching the current dispiriting phenomenon of over-produced and over-consumed clothes. The designer has had a long-standing opposition to this mechanism, however, the contemporary critical situation urged her to turn her thoughts into actions and establish a fashion brand that aims to confront the fast-moving fashion industry.
Aesthetic sustainability as the core of AÉRÉ
Tine strongly believes that the way to succeed at this mission and make the biggest impact on today’s quick fashion cycle is with long-lasting high-quality garments that can be worn through many seasons, in different ways and to many occasions. This concept can be described with the term aesthetic sustainability and it clearly defines the essence of AÉRÉ, a brand created to redefine the fashion system.
Elongating the lifespan of clothes
In order to go against the quick changes in the current fashion system, AÉRÉ offers one core collection, to which styles are added occasionally, while all pieces are available for longer than the conventional seasons. All designs are of high-quality and timeless making great staples that allow the customer to build a wardrobe that can be utilized for years and years.
Taking good care of our planet
AÉRÉ is also committed to making all garments as easily recyclable as possible, when they finally reach their end of their life. Thus, AÉRÉ strives to use fabrics 100% made out of one specific material or recycled materials (that sometimes can be a blend of different materials). To go the extra mile, every diverse part of the clothes has been designed to be easily separated so that all elements can be assorted to their distinct recycling section.
Aesthetic Sustainability
The most fundamental way to change fashion consumption
AÉRÉ brings forward a novel rendition concerning the endorsement of sustainability in the fashion industry, following the concept of aesthetic sustainability, which has as its focal point the elongating of clothes’ lifespan. In the words of Kristine Harper, the author who first named this concept, aesthetic sustainability lies in the hypothesis that the most meaningful and fundamentally-changing way a designer can work with sustainability is by creating good, well-designed products that last. This way, a fashion brand can contribute in the development of new consumption patterns, where the consumer is more and more likely to buy fewer but better things.
Artisanal knowledge
Considering that the core of the notion is to create clothing that is of high quality, long-lasting and timeless, bringing to life the concept of aesthetic sustainability is a challenging mission that requires supreme craftsmanship and excellent understanding of design.
Modular designs
In order to achieve this, Tine Bøhm, founder of AÉRÉ, invested many years and long hours on understanding how a woman can utilize clothes in many different ways. She, thus, developed the idea of modular suits and styles that can be worn individually or combined perfectly with each other, offering multiple style expressions. The brand even takes it one-step further and blurs the lines between indoor and outdoor clothing so to make AÉRÉ’s pieces truly cross-functional and great wardrobe staples. This, paired with high quality and enduring materials, makes AÉRÉ align with its core purpose of realizing aesthetic sustainability and offering consumers a guide and a solution for a more sustainable and conscious use of fashion.
Sensuousness
Committed to the “woman being”
Alongside the aim of creating a sustainable fashion brand and re-defining the fashion system, the founder, Tine Bøhm, never wanted to and never did compromise the sensuous character of her designs. Hence, all garments at AÉRÉ are created with a strong commitment to the “woman being” with the vision of designing clothing pieces that fit properly and make their wearers feel comfortable in their every-day life. This has been made possible due to the designer’s long-term experience with and extensive knowledge of women’s body figure and their lifestyle needs.
Synergetic craftsmanship
The founder’s invested time and effort into understanding how garments fit on a woman and into her life has led over the years to a true synergy between mind (knowledge), hands (skills) and heart (emotions). This harmony enables the creation of AÉRÉ’s thought-out designs that are effortless, delicate and soulful.
The true experience
Despite our attempt to present the core of AÉRÉ over the last three articles, the brand’s designs cannot be adequately conveyed through pictures nor text, as the garments need to be worn and felt first-hand for someone to fully understand their attention to detail. Thus, we welcome you to get in touch with us for an in-person introduction to our designs.