THEMOIRè and Moving Dots introduce themselves
Can you briefly tell us the story of your brand?
THEMOIRè: Of course! We are Francesca Monaco and Salar Bicheranloo and we have been working in the fashion industry for 15 years. Initially, we created a brand specialised in the accessories sector. However, at the end of 2019, we felt the need to create something new which could have a positive impact on both the environment and on people themselves. We decided to base our new project exclusively on environmental and social responsibility, avoiding any greenwashing.
What was the inspiration behind the creation of your brand?
THEMOIRè: Our inspiration was to create something which could offer a positive signal for the environment and the whole of society. We chose to focus on environmental and social responsibility as the core pillars of our brand.
Who is your target audience?
THEMOIRè: Our main markets are Italy, followed by the United States, and the Arab Emirates are the third most important market. We also have a good presence in Greece and Germany, although at a lower level than Italy and the other countries previously mentioned.
What does being an eco-friendly bag brand mean to you?
THEMOIRè: In addition to the choice of materials, we carry out a project called “Together and Moirè” once a year. In the context of this project, we collaborate with vulnerable communities who excel in a particular craft. We work together to create a unique material, which is then integrated into our products. This makes it possible for us to provide jobs to vulnerable people who might face financial insecurity. During the September fashion week in Milan, we also presented a documentary which tells the story of the whole project. Most importantly, all proceeds are donated to vulnerable communities to foster their growth.
What were consumers' reactions to your eco-friendly bags like? And in what way do you believe you have influenced the bag market with your products?
THEMOIRè: Consumers have welcomed our eco-friendly bags very positively, despite the difficult period of time defined by the COVID-19 pandemic. Both in-store purchase and online purchase have recorded a good response. However, one of our challenges is to make consumers understand the work and value behind each product. For this reason, we use different means of communication, such as the video produced with Moving Dots, to convey in a clear and engaging way our core idea, as well as the production process of the bags themselves.
Moving Dots: When we began collaborating with THEMOIRè, we decided to create a video which would be able to display the production process of their bags in a detailed and exciting way. We chose to use the 3D software “Houdini” to display both how materials are created and where they come from as realistically as possible. We wanted the video to emotionally involve the audience, allowing them to see exactly how each product takes shape during the manufacturing process.
What are your future plans for the brand?
THEMOIRè: Our main goal for the future is to create a community which shares our values and can, in turn, raise awareness in regards to eco-sustainability issues. We are aware that we cannot change the world with a single bag, but we believe that, if each of us takes a few small steps, we’ll be able to achieve both interesting and positive results.
Is there a message you would like to share with your customers or with those who are approaching your brand for the first time?
THEMOIRè: “If the whole world took a few small steps, there would surely be positive changes”. We would also like to stress the importance of teaching environmental education to children in schools, as we believe that they could play a key role in building a sustainable future. Our name, “THEMOIRè “, is inspired by the Moirai, Greek goddesses who spun the threads of fate. We spin threads for a better future, just as the Moirai did for the threads of fate.
What was the main purpose of these videos? Did you mean to educate, inform, or simply to show the production process?
Moving Dots: We wanted to convey the project and the idea behind The Moirè in just a few seconds, leveraging the emotional aspects more so than the informative ones. Showing the production process was a way to make consumers aware of the value and attention that is put into each individual product. We hope this video will inspire people to take a more conscious approach to buying eco-friendly bags.
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