Tiphaine Guiran, the French model who went to Provence and created a sustainable fashion firm

Tiphaine Guiran is not a signature like the others.Nor is its founder and designer, a French model of the same name that a year ago decided to leave everything - his city, Paris and his work as a fashion model and consultant - to return to his hometown: “Pandemia, as for manyOther creatives, has faced my own reality.In recent years I have noticed that I was not happy in the city, and that I had a growing need to approach nature.If I had stayed in Paris I don't think my brand had founded.It has been to get away from the city when I have really been able to create.In Paris there are too many things happening at the same time, I can't concentrate, I need the calm of the field.Although I love to return to Paris to feed my creativity. ”

In French Provence, in addition to having his daughter, Louisa, Tiphaine Guiran also launched this different project in which he seeks to make fashion (and consume it) in another way. Her collections are brief (as short as the dead stock fabric she finds) and the non -existent seasons. “Actually, I see my brand as an experimental lifestyle project, rather than as a brand as such. I founded the firm in order to find a way of working outside the city, there is no business plan or a strategy behind it, which makes it special because ... it is a disaster! But the peculiarity is that I can do a little of everything, one day some lycra pants and the next one a sofa or a beach towel, or even something like food or events. It is not a fashion firm, it is me with my thousands of ideas! ”Affirms the model and businesswoman. All her garments, of which she almost always hangs the 'sold' poster, are made by artisans from southern France, except those of knitting, where she works at a distance, with weavers that she has found through the Internet .

A few days before launching his latest collection, we talked with Tiphaine Guiran about the birth of his fashion firm and the needs of an industry in full transformation.

Why do you decide to create your own fashion firm last year?

It was a decision that emerged naturally when we decided to leave Paris and move to the field.I had already created a first brand a few years ago, but I decided to close it when I started working at Consulting for other brands, because it was also part -time model.But finally I decided to resume it, I already knew that at some point I would try again, and the hormones of my pregnancy have helped me to get it much faster than I expected.

Do you think your work as a model has helped you when shaping the brand?

I think so.In a way, being a model I could see what I did not want.In fact, I realized that none of the firms for those I had worked made me dream, I wanted something different, although I didn't know exactly what.I'm still looking for, I don't know what it is yet, but I think there is a world to invent as to design a fashion firm.

In the press release you explain that you want to return to the traditional way of making clothes, what is that?

When I talk about tradition I mean something human, something alive.I would like to return his precious past, his vitality, his effect to the garment.Basically, return your magic.There is magic in the garments, the energies of those who create them, do them, wrap them.All this remains in them.And I like to see how people enjoy their touch.I feel that industrial perfection is boring.

Crafts is a capital element in your brand, why?

I really like having the possibility of being in contact daily with the people who manufacture my pieces, and I would love to be able to do them all, to enjoy sewing each and every one.The people who manufacture my garments are an extension of myself, and there must be a great connection between us so that I can work with them.

How are you looking for the artisans of your brand?I imagine that strong links with them will be created ...

Most of the pieces are made in the workshop of a seamstress fifteen minutes from our house, and I usually go there practically every day.I met them when we moved to the field, looking for seamstresses in the area.Regarding the knit pieces, I work above all at a distance, because I have found my weavers through connections or internet.But I get in touch with them too every day.

Sustainability is also one of the fundamental aspects of your brand, how is it reflected?

In every facet of creation and production, I always think about my impact on nature, since I work in the middle of it.For me, the ‘commissioning’ system is very powerful, because it does not generate any waste, and allows me to have a business without stock.And then, in terms of textiles, work above all with leftover fabrics from other designers, and for the next seasons I would like to develop recycled garments.In addition, I am working on knitting made with the vintage jerseys materials.Experimenting from existing materials is something that I love to do.

You use dead stock fabrics that you find in Europe, how do you choose them?How is the proccess?

It took years to find the correct suppliers for this.From all those firms that we work with forgotten fabrics, we know that finding good suppliers is the key.Normally, I make my decisions depending on the selection of textiles that I have for the occasion, and the truth is that I am very demanding about the qualities and particularities of the different fabrics.I love vintage prints, beautiful textures, and comfortable and easy to carry.Finding new materials is one of the most important aspects of my work.

How is the creative process?

My creative process is really sensitive and spontaneous.I am of such people who try to do a lot of things at all times, but I am trying to learn to stop a little and do everything step by step.For clothes, the creative process begins with the selection of fabrics, I spend hours in the factor stores.I always have the images of all the women who inspire me.My last year in Paris had had a visual research for both other brands and myself.I have accumulated many images of inspiration in my mind.

What are you inspired when creating each garment?

My first point of inspiration is the fabric, once I have chosen the materials for the collection, the new pieces come to mind when interacting with the materials and making first prototypes.For me it is very important to be able to make the first model myself, because it is through work on the pieces (design the patterns, cut the fabrics, sew ...) that I build my idea.I am not very drawing.The first collections are a mixture of comfortable garments, perfect for a yoga class or a dinner with a friend.As a first -time mother, she sought the perfect balance between comfort and class.I designed the pieces with the aim of creating easy to wear and easy to wash garments.

You also talk that this brand has been born to try to educate people in a more responsible consumption, do you think consumers are changing their way of consuming?Why do you think brands like yours can help in that process?

I am optimistic and I think things are starting to change.Our role in this transition, as young designers, is quite important.We have to promote the idea that other business models are possible, other ways to create, produce and consume.At some point, things are going to change, I assure you, but it is another matter how they will do it quickly.I believe that social networks are the key to this education process, and although for now I am not the best in it, I am working to improve.We must show the entire manufacturing process of a garment, show its magic again, your life.

What balance do you make of this scarce year of life?

It has been like having two babies in the same year.I made the first release a month after giving birth to my daughter.During pregnancy I had a lot of positive energy, I had never been so productive!But since Louisa has been born, she has been much more complicated, and it is still.

For now you can only buy through your website, do you plan to sell differently?

I actually work with some retailers, but I want to focus on my online store.When selling, it is more than an experimentation, I try to do it in a slightly different way, for example making a kind of special capsule collection for a store.

When you try to buy a garment, everything is with the ‘Sold’ poster, do you plan to increase production for future collections?

Yes, I will try to acquire fabrics that I can get in larger quantities, but it will also be always super limited.I am also working to recreate fabrics that are finished and I can't get again.I want to make this idea life, since many people ask me about a specific print.In addition, the recreation of a fabric would allow me to accept orders in greater quantities.But I will always make pieces with those fabrics that I fell in love, even if I can only get five pants of them.In this there are no standards, and I don't want to set limits on myself.

What future plans do you have for your brand?

I try to serve the brand as a platform to give rise to a conversation, to educate about fashion consumption, bring back the proximity between creation and production.The future project that I have for the brand is to build a small space here in Provence, where I live, for the manufacture of my collections, and a space to experiment with different Upcycling processes and much more.