honest by. AMÉLIE PICHARD + PAMELA ANDERSON
Born on the 21st of May, Amélie Pichard primarily grew up with her mother in the city of Paris, where she played with Barbies until she was 14. To escape the capital, Amélie would visit her father who lived in the countryside. Amélie was a real tomboy. She used to build huts and throw herself into the nettles. Amélie has maintained that wild and adventurous side over the years.
She launched her eponymous label AMELIE PICHARD in 2011. Her first three collections were inspired by famous muses from the 40's and the 80's. What matters for Amélie, is not only the final product, but also the stories behind them.
In December 2012 she was awarded with the «Grand Prix de la création» given to her by the city of Paris. This achievement was followed by collaborations with Garett Leight, Le Coq Sportif and Opening Ceremony. This year AMELIE PICHARD launches her second line, AMELIE PICHARD VEGAN, in partnership with her iconic muse PAMELA ANDERSON. In order to support the vegan movement, the proceeds of the collection will go to the PETA-approved Pamela Anderson Foundation. The collection they designed together is inspired by sex symbols and the 1990’s.
“Our idea is to make sustainable fashion sexy by playing with the duality of Pamela Anderson, who on one hand is a sex icon, and on the other hand, a mother and nature lover”, says Amélie.
Read more about Amelie Pichard here.
HOW MANY PEOPLE CAN THE EARTH HOLD?
CURRENTLY, MORE THAN 7.4 BILLION PEOPLE LIVE ON PLANET EARTH; CAUTIOUS PROGNOSES PREDICT BY THE YEAR 2050 THAT FIGURE WILL HAVE GROWN TO NINE BILLION.
BILLIONS OF PEOPLE WHO WILL ALL WANT TO WEAR THE LATEST FASHION, BUY LEATHER SHOES AND LIVE IN AN AIR-CONDITIONED HOME? WILL THERE BE ENOUGH RESOURCES TO GO ROUND AND CONTINUE THAT WHICH WE BELIEVE IS NORMAL? IF WE CONTINUE TO MANAGE OUR RESOURCES AS WE ARE NOW, THERE ARE SURE TO BE SHORTAGES. ACCORDING TO THE GLOBAL FOOTPRINT NETWORK, HUMANITY IS CURRENTLY EXCEEDING THE EARTH’S CAPACITY BY 50 PERCENT. IF EVERYONE ON THE PLANET HAD THE LIFESTYLE OF THE AVERAGE EUROPEAN, WE WOULD ALREADY NEED 2.5 EARTHS TO SUPPORT US ALL.
SINCE LAUNCHING HONEST BY I HAVE ATTENDED MANY PANELS, SUMMITS AND FORUMS ON SUSTAINABILITY. I HEARD MANY BEAUTIFUL SPEECHES AND INSPIRING PROMISES.THERE IS A CONVERSATION ABOUT CHANGE HAPPENING ALL OVER THE GLOBE, BUT AT THIS MOMENT SIGNIFICANT CHANGE IN OUR PRODUCTION METHODS HAS NOT BEEN MADE. IN MY OPINION THERE IS ONLY ONE PERSON ON THIS PLANET WHO CAN TRULY CREATE THE CHANGE WE NEED; THE CUSTOMER. AS LONG AS WE KEEP BUYING PRODUCTS THAT ARE PUTTING OUR FUTURE AT RISK OTHERS WILL CONTINUE TO PRODUCE THEM.
A VICIOUS CIRCLE THAT IS BEING BROKEN BY MORE AND MORE INDIVIDUALS WHO ARE BECOMING AWARE OF THE POWER AND INFLUENCE THEY HAVE AS A CONSUMER. TODAY'S HERO IS ANONYMOUS. EVERY PERSON WHO HAS DECIDED TO ASK QUESTIONS BEFORE MAKING A PURCHASE AND ONLY BUYS THAT WHICH IS IN SYNC WITH THEIR OWN VALUES IS A MODERN DAY HERO. FRENCH DESIGNER AMÉLIE PICHARD AND AMERICAN ACTRESS PAMELA ANDERSON WANTED TO SPOIL THOSE HEROES. THEY HAVE CREATED A NEW LINE OF 100% VEGAN SHOES. THE GOAL OF THIS JOINT VENTURE WAS TO RAISE AWARENESS FOR THE ETHICAL TREATMENT OF ANIMALS THROUGH FASHION AND INVEST IN A SUSTAINABLE FUTURE. AT IT’S CORE, THIS INITIATIVE COMBINES INNOVATIVE RESEARCH FOR ALTERNATIVE ANIMAL-FREE MATERIALS AND CUTTING-EDGE DESIGN. PICHARD AND ANDERSON CREATED TWO EXCLUSIVE VERSIONS OF THE 'PAMELA' SHOE FOR HONEST BY. ONE IN A BLACK PATENT LEATHER SUBSTITUTE AND ANOTHER VERSION IN A LILAC PATENT FAUX LEATHER. BOTH VERSION ARE 100% MADE IN FRANCE, PETA-APPROVED AND 10% OF ALL PROCEEDS WILL BE DONATED TO THE PAMELA ANDERSON FOUNDATION.
Written by Bruno Pieters
Photography by Bruno Pieters
BP. WHEN DID YOU LAUNCH YOUR NAMESAKE LABEL?
AP. 5 years ago.
BP. HOW DID THE COLLABORATION WITH PAMELA ANDERSON COME ABOUT?
AP. I have loved Pamela since I was 9 years old. Pamela Anderson has been a muse for me ever since I launched my brand. In 2014 the story I imagined for my collection was about a girl who wanted to be Pamela Anderson and changed her life so she could travel and discover US with a truck driver. The collection was called “Hitchhiker“ ( laugh).
In 2015 I designed the “Pamelas”; a 90's style pointed toe mule that is also available now on Honest By. Pamela was the first one to wear it actually. And than one day a friend of hers contacted us to see if we were interested in creating a Vegan collection with her. For me it was a dream come true.
BP. WHAT DO YOU LOVE MOST ABOUT WORKING WITH MRS ANDERSON?
AP. Speaking with her about her inspirations, her fight for animal welfare. I loved our first meeting in her house in Malibu. So Pamela. All natural and bright, just like her.
I loved the challenge to work in a more sustainable way, even if my brand is not completely vegan. I want to become more aware of how all the elements that go into the production of a shoe are made and where they come from.
BP. WAS IT HARD TO FIND VEGAN MATERIALS TO CREATE THIS COLLECTION?
AP. The most difficult thing was the lining, to find a breathable quality that was also good for the customer’s feet. It’s crazy that today it’s easier to find shitty materials than it is to find a good alternative with high standards.
BP. YOU AGREED TO BE COMPLETELY OPEN AND TRANSPARENT ABOUT THE PRODUCTION OF YOUR COLLECTION. VERY FEW DESIGNERS ARE WILLING TO BE SO HONEST. WHAT MADE YOU ACCEPT THIS CHALLENGE?
AP. Because today, everything is a mess between labels like H&M, Sandro, Vuitton...Customers are lost. They don’t know what they buy exactly (quality/mark-up/price). I wanted to show customers the price of each component of the product so that they would feel more invested in the way they buy our products. When I discovered Honest By and your philosophy I thought it was the best idea, and the new fashion industry is going in that direction.
BP. WHAT DO YOU LOVE MOST ABOUT FASHION?
AP. To reinvent yourself with a pair of shoes ( Laugh)
BP. WHAT IS YOUR OPINION ON THE INDUSTRY TODAY?
AP. Too much, too fast, too superficial. We need to explain to our audience how fashion is made. Customers are lost and confused about everything. We need to go back to basics now!
BP. WHAT IS YOUR HOPE FOR THE FUTURE OF THE FASHION INDUSTRY?
AP. Timelessness, quality, sustainability this is how fashion should go forward. Style is even better then Fashion, style can last.
BP. HOW GREEN ARE YOU IN YOUR OWN LIFE?
AP. I only purchase Organic products or from small and local farmers or independent companies in France. My home is as green as it is possible to be in Paris.
I don’t really eat meat, and if I do I know it comes from small local farms. I recycle everything I can. I truly hope that a green lifestyle will be easier and become normal in the future.
BP. THANK YOU FOR THIS INTERVIEW.
AP. Thank you!!