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Hey Estrid – My body hair was waiting for you

February 1, 2020 11:11

"Two women talking while getting ready for a night out: “Do you think there’s a difference for guys when they go down on you if you’re shaved or not?" - "The only ones who care whether your shaved or not are brats that’s been damaged from watching too much porn.” This short dialogue is part of the campaign of the new brand Estrid.

Their mission is to look at the topic of body hair from a different perspective.
Even though they are selling a product that is obviously used to remove body hair, their message is: “Hair removal should be optional. Great hair removal shouldn’t.”  The founders have incorporated all the problems they have noticed into their new product and created a women-friendly, vegan razor. "The problem with shaving is that we don't have either the time or the resources to do it (replaceable blades are expensive). Most companies originally developed razors for men and see women as the secondary customer group. This explains why shavers for women are often so overpriced and why we are called "goddesses" in prehistoric commercials", the founders say.

Until now, many women still use men's shavers and live with constant skin irritation in the genital area. Estrid changes the game. The 5-blade razor provides skin with aloe vera and vitamin E. It is available in pastel pink, purple, orange and grey shades. To avoid the hassle of buying blades, Estrid offers an automatic blade delivery service. Every 30, 60 or 90 days 4 new blades are sent by post, free of charge. Many traditional razors still contain animal products such as glycerin or lanolin in their soothing strips and are far away from supporting a vegan target group. Estrid razors are instead completely free of animal testing and animal ingredients.

To make the lives of women around the world easier, not only in terms of body hair, a portion of the proceeds from Estrid razors is donated to organizations that work for the rights of women around the world. Since 1981 TERRE DES FEMMES has been working for a self-determined, equal and free life for girls and women in Germany and worldwide. By using the code TITLE 1€ of your purchase goes directly to Terre des Femmes.

TITLE loves the aesthetics of the razors and is delighted with Estrid's loving approach to the problems that women carry with them when it comes to shaving."

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The employees in the boutiques, in the design studio and in the backstage area at fashion shows wear white lab coats, as was common in the ateliers of the great couturiers, e.g. Christian Dior, and is still common today. The fashion shows for the high-priced fashion sometimes took place in the context of the Paris Prêt-à-porter shows in unconventional locations, up to shabby surroundings (construction site, metro station, dining room of the Salvation Army etc.). The boutiques are kept in plain white and gray. Margiela originally selected unspectacular locations such as a residential area in Tokyo and did not publish the addresses of the boutiques in order to require the customer to make an effort to find the store at all. The first Margiela store opened in Tokyo in 2000 and the first European boutique was inaugurated in Brussels in 2002. In 2008, a boutique opened in a basement on the edge of Munich's Maximilianstrasse. This was followed by participation in numerous exhibitions, including "Radical Fashion", which was shown in 2001 at the V&A Museum in London. In 2010 there were 36 own stores worldwide.  In 2015 there were over 50 stores worldwide, including boutiques, that only carry the MM6 collection.

The company followed a very restrictive communication policy. The designer can neither be photographed nor interviewed. Only his creations should speak for themselves and the designs should be perceived as the overall performance of the team. That's why the team always shows up in white doctor's coats after the fashion shows - nobody should stand out.

By recycling old fashion, separating, recoloring, reversing seams and zippers, both the origin and the artificial of the art of tailoring are shown. Margiela puts together what doesn't belong together: by hand, jeans turn into skirts, old army socks become pullovers. Baptized by the press as deconstructivism, this current is defined by an abrupt collision of different materials, which at first glance appear inharmonic in the sense of conventional viewing habits. Margiela herself rejects the term "deconstructivism". He resurrected clothes in a new form, he told ELLE in 1991.

Margiela was the unofficial 7th member of "Antwerp 6", a generation of fashion designers who all completed their training at the Royal Academy of Arts between 1980-1981 and shaped the "style of the Belgians". However, it does not belong to the actual group, but it became known in a similar period.

The Japanese "Street Magazine" dedicated two special editions to "Maison Martin Margiela", which were published in book form in 1999. Nicolas Ghesquière (Balenciaga) is a big fan of Maison Martin Margiela.

In July 2014, fashion critic Suzy Menkes exposed Matthieu Blazy via Instagram as Head of Design, after which he deleted his Instagram account and changed his profile in a career network. He left the company on October 1, 2014.

To this day, Margiela pieces, especially in the fashion industry and all fashion lovers, belong to the sanctuaries in every repertoire and archive. Getting vintage pieces from other designers may be possible, but Maison Martin Marginal Archives are a real hunt and that says it all about this art.