OPPOSE FAST FASHION

A strong bias

At Elora, our approach is totally opposed to fast fashion. The textile industry is facing many challenges, and the consequences of fast fashion on the planet are disastrous. At a time when Elora could have taken this capital-intensive and certainly more lucrative route, it has decided not to. In line with our values and those of our consultants and customers, we remain faithful to our principles and are constantly seeking the best compromise between preserving our environment and satisfying our customers.

Only 4 collections a year

We design 4 collections a year to reflect the seasons this is in contrast to fast fashion brands, which mass-produce and launch new collections every week*. Elora develops 200 references each year, compared with 1,000 to 2,500 for the fast-fashion players.

* "Since the 1990s, fast fashion has accelerated the pace of collections. Today, fast fashion presents 52 collections a year, i.e. one a week, compared with 4 for a classic fashion brand" Source : « Jemerecycle.fr, 26/05/2020) »

Quality and durability first and foremost

We design collections that combine the latest trends with impeccable quality to offer our customers clothes that last longer. While fast fashion is responsible for an enormous amount of textile waste, Elora limits its ecological footprint by using quality raw materials that extend the life of its products.

Intelligent collections

Each piece is designed to work with basics and to be integrated into one or more Elora silhouettes. The brand has taken up the challenge of creating a maximum number of looks with a limited number of pieces. The collection is intelligent, trendy and carefully thought out by our collection director and our stylists to bring you the best while offering you choice, season after season.