What to expect from Marseille's Slow Fashion Week?

Slow down. That’s the key message of the Slow Fashion Week, which begins tomorrow, Saturday, June 7, in the heart of Marseille. Offering alternatives. Deconstructing our assumptions about conscious fashion. Meeting its key players. Uniting an entire city, and also an industry still too often taking baby steps when it comes to the environment. Responding to the climate emergency. Finding solutions, together. While there will be runway shows (just like in Paris, Milan, or New York), this fashion week will mostly be a moment of "mobilization and artistic expression to raise awareness and also to act". Numerous talks and workshops will be part of the program, such as the conference on Monday, June 11 on “Anti-fast fashion law and new models: how much time is left for sustainable fashion?”, led by the director of entrepreneurship of the French ready-to-wear federation, or the one on June 14: “Too fat to be stylish?”, in partnership with inclusive underwear brand We Are Jolies. “This week-long format, 7 days, all day, is ideal for showcasing as many creations as possible and raising awareness,” summarizes Charlotte Denner, one of the co-organizers of this Slow Fashion Week with whom we had the chance to chat.

Charlotte notes that many want to change things: “In 2023, we joined forces and BAGA was born with this desire to break free from the frantic pace that fashion imposes on us”. With four Fashion Weeks per year, cruise collections, and pre-collections, brands maintain a crazy pace. And it's often behind closed doors that this spectacle takes place. In Marseille, this Slow Fashion Week is intended for “everyone—curious, professionals, enthusiasts”, unlike official ones that are highly selective. In Marseille, there will be no exclusivity—neither for the public nor for the brands. Charlotte insists: “Emerging creation, yes, and from all backgrounds”. This week is also made possible thanks to the support of Benoit Payan, Mayor of Marseille, and the French ready-to-wear federation. The Region and the City are making use of emblematic venues such as La Vieille Charité in the Panier district, the Mucem, or the recently renovated Palais du Pharo, where the closing fashion show designed by Studio Lausié, a committed and sustainable fashion school, will take place.

At the heart of this project is also a precious solidarity. That of the members of the collective, all volunteers, who must juggle their often freelance professional activities, like Charlotte, who develops CAPTCHA LAB alongside, and their involvement in BAGA. The collective also counts on the solidarity of the people of Marseille, whether they work in fashion or not, to support them—especially during installations. Mutual support, another guiding principle to carry out this Fashion Revolution. Starting from scratch. “For me, the fashion of tomorrow is a whole”, says Charlotte. “It involves slowing down, as the name suggests, but also a more conscious way of producing, making, sourcing”. Rethinking each step of the chain: buying local, revalorizing what's already available, and avoiding unnecessary waste. It’s a mindset before being an aesthetic. A process that requires thinking differently, without giving in to marketing hype or the illusion of being 'eco-responsible'. “We must think before acting, use the right tools. AI, and software like CLO 3D for instance, help optimize patterns without wasting fabric. These technologies must help us produce less, and better.” explains Charlotte.

This demand for coherence also guides the entire organization of Slow Fashion Week. “For BAGA and SFW, we’ve set up a very precise specifications document. Each participant must adhere to it. The impact of each event will be measured, and a global carbon footprint estimate will be made public at the end of the week”. So, there’s no hiding behind greenwashing. Charlotte proudly says: “we’re very good investigators when it comes to spotting empty talk”. Because beyond this week, the collective works year-round, through pop-ups, local actions, and collaborations with the Fashion Revolution activist movement, of which BAGA has become the Marseille chapter. “Personally, I believe in it, and I’m glad to see awareness finally blooming”. The tone is both lucid and hopeful. “More and more solutions are emerging to address the damage already done by this industry. But we remain cautious: unfortunately, many brands still disguise their impact and turn it into a selling point.” In response, BAGA aims to be a counterpower: highlighting lesser-known yet equally talented designers who innovate and challenge our consumption habits. “It’s a week of awareness and action, but also a long-term momentum. We’re very optimistic,” concludes Charlotte.

A very busy Charlotte, who, in addition to co-organizing this slowed-down fashion week, is also a committed French textile designer, founder of CAPTCHA LAB, a creative lab born in 2021 at the crossroads of clothing and performance. Her approach blends innovation and commitment: she works with recycled materials, explores biofabrication, and develops unique pieces with artisanal precision. Through CAPTCHA LAB, she regularly collaborates with performance artists and figures from the contemporary art scene. She even participated in the Dutch Design Week in Eindhoven. During the Slow Fashion Week in Marseille, she will present several projects: a solo show around biomaterials and immersive installations will be held June 12, 13, and 14 at Sili (opening on June 12 from 5 pm to 10 pm, at 7 bd Bel Air, 13012 Marseille). She will also host a CAPTCHA LAB showroom in collaboration with the brand Perturbation, from June 9 to 14, at 34 rue d’Isly, 13005 Marseille, open from 12 pm to 7 pm.

In short, the Slow Fashion Week in Marseille doesn’t just denounce the fashion industry’s excesses: it offers concrete solutions, opens up space for dialogue, and highlights those who create differently. Through this initiative, a different vision of fashion is emerging: more conscious, more demanding, but also more collective. An invitation to rethink our habits, to value craftsmanship, responsible innovation, and to believe that another future for fashion is not only possible but already underway.