The It List: French fashion brand creates collection using customer design ideas


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The product: Ba&sh Creative Labs

Why we love it: French fashion brand Ba&sh is putting a spin on feedback-led design.

The collection, which was founded in 2003 by Barbara Boccara and Sharon Krief, enlisted the help of its customer base to create a new lineup of pieces. Dubbed Creative Lab, the six-style capsule collection was created using the direct design feedback collected from customers via a multi-step online vote.

Shoppers weighed in on a variety of elements ranging from sleeve type and textile colour, to garment length and neckline shape.

Ba&shCreativeLab Bradie Dress, $545.
Ba&shCreativeLab Bradie Dress, $545. jpg

“This approach to design isn’t just creative in style terms — it’s creative when it comes to technology, too,” the brand shared in a news release.

In addition to offering a range of pieces created by customer input and ideas, the Creative Lab launch also aims to be more sustainable in that the direct design feedback allowed for a better estimation of quantities for each design, a point the brand says will help to limit waste and overproduction overall.

The price: $430 to $545

The retailer: hudson’s bay, Ba-sh.com.


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