We recently connected with Elena Feit and have shared our conversation below.

Elena , thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

I had the idea of The Ethiquette when I was in Shanghai actually during my last year of studying. I always did my professional experiences in fashion and I knew i wanted to launch my own project. During my time in Shanghai, I noticed the extreme pollution and became concerned about sustainability and circular economy. On another side, I was spending my weekends at fabrics markets creating bespoke pieces and starting a collection. Afterthat I decided to launch my own brand back in Paris including circular economy and French savoir-faire and excellence. This is how The Ethiquette started.

Today, we are a sustainable Prêt-à-Couture house creating unique or limited edition pieces in Paris from Haute-Couture leftovers. Our main difference is the quality of our fabrics that come from Haute-Couture fabricmakers like Malhia Kent, Soieries Cheval or Swarovski.

Elena , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I always have been passionated about fashion and did all my first experiences in this sector. I wanted to create a brand that represents me but that can sublimate the life and body of others too.

Today, THE ETHIQUETTE is a Ready-to-Couture House whose pieces are designed and made in Paris from Haute-Couture leftovers.
Inspired by the classics with a contemporary and glamorous twist, the upcycled pieces are produced in limited series from French manufacturers dead stocks such as Malhia Kent, Soierie Cheval or Swarovski.
THE ETHIQUETTE, which rhymes Ethics and Etiquette, is aimed to a feminine and cosmopolitan community that combines style and sustainaibility.
The company’s mission is to make people want to dress up again by revolutionising Couture.

We want our customers to feel unique, empowered, look good and do good.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

All our pieces are made in Paris in finished by hand. Manufacturing in Paris was very important for me as a sustainable point but also as practical point. We can do personalized pieces, small or big productions here and have an eye on everything. We are very flexible in terms of creation thanks to that.

As i didn’t know how to manufacture a garnment myself i can trust and work with the manufacturers very closely.

Doing the production in Paris is crucial for me.

Have you ever had to pivot?

First of all, The Ethiquette didn”t have a classic retail business model. We proposed rentals at the beggining and then Covid happened. We did propose to sell as well during that time and finally the sale took over the rental and we only sell now like a classic brand. Some of our pieces are still available on rental multi-brands platforms but we don’t handle it.

We listened to the market and we can now touch our clients internationally which is better.

Contact Info:

• Website: www.the-ethiquette.com
• Instagram: https://www.instagram.com/the_ethiquette_paris/?hl=fr
• Linkedin: https://www.linkedin.com/company/26262823/admin/feed/posts/
• Youtube: https://www.youtube.com/channel/UCBDwitd_s8eDmPSPPXxeJYA

Image Credits
Francois Xavier Antonini photographe