Achieving B Corp certification in June 2024 with a standout score of 98, Paris-based Ba&sh exemplifies responsible fashion by integrating eco-friendly materials and creative innovation, gearing for a future where authenticity and sustainability lead the industry.
Parisian fashion brand Ba&sh, known for its commitment to responsible and sustainable fashion, recently achieved B Corp certification in June 2024, scoring an impressive 98 points out of 140—significantly higher than the fashion retail sector’s average of 80.9 points. This milestone underscores the brand’s dedication to blending style with sustainability.
Ba&sh’s design philosophy integrates eco-conscious materials and practices. For instance, their summer 2024 collection features 80% certified or less impactful materials. These include organically grown fibers, recycled fibers, and certified sources that prioritize animal welfare and sustainable pasture management. Some of the natural textiles used are linen, raffia, and hemp. The collection’s retail prices start at £70 for a 100% organic cotton T-shirt and go up to £515 for a wool coat crafted from Lenzing Ecovero viscose, a sustainable fabric option.
With a strong global footprint, Ba&sh operates 326 stores in 20 countries, including 14 locations within London alone, signaling the brand’s considerable international presence.
Hélène Potet, head of ready-to-wear at Ba&sh, offers insight into the structure, daily life, and future outlook of the brand’s style team. The team comprises a mix of passionate creatives: a head of design, designers Mathilde Pidoux, Jessica Conzen, Anastasia Benoit-Guillen, and Emilienne Pichard, and Lucie Vincent who specializes in prints and embroidery. Head of knitwear Eric Bilien focuses on yarn development, while collection manager Caroline Benvenuti and Potet herself guide the creative direction and planning. Co-founders and artistic directors Barbara Boccara and Sharon Krief remain at the core, providing visionary leadership and infusing each collection with distinctive Ba&sh energy centered on freedom, femininity, and joy.
The design team adheres to a unique creative process. Each season begins with a week-long retreat in Ibiza at Barbara Boccara’s residence, Los Amigos, where the group immerses itself in collaborative brainstorming and experimentation. Potet explains to Drapers that the team’s typical day has three phases: conceptualizing new silhouettes and selecting materials; conducting fittings with the pattern-making team to ensure the garments empower the wearer; and finally, meeting suppliers or scouting vintage and concept stores to find texture, cut, and color inspirations.
Operating from a newly established Parisian headquarters in Le Marais—a dynamic district reflecting the brand’s spirit—the team works in a bright, open environment designed to inspire creativity and collaboration. While in-person interaction remains essential for tactile exploration and collective development, Ba&sh employs a hybrid work model allowing team members to work remotely during phases requiring deep concentration or strategic planning.
Looking ahead to 2025, the Ba&sh team predicts that fashion will continue to shift toward a more measured and conscientious pace. According to Potet, “The market is no longer driven solely by speed and volume; authenticity and singularity will be key differentiators.” Ba&sh emphasizes that emotion in fashion now needs to carry meaningful impact, with creativity intertwined with responsibility as a standard rather than a choice. The company views sustainable design not as a limitation but as “a creative playground,” envisioning a future where fashion is more intentional, transparent, and human-centered.
As the industry navigates a complex and rapidly evolving global landscape, Ba&sh anticipates challenges that also represent opportunities for innovation. The brand plans to deepen its commitment to thoughtful creation through initiatives like strengthening supplier partnerships, increasing sustainable material use, and enhancing development processes to ensure products balance beauty with purpose. Potet highlights that their goal is not just timely delivery but “to deliver with intention and impact.”
For individuals aspiring to enter the styling sector, Potet advises cultivating curiosity, creativity, and adaptability. She said, “Confidence is key, not just in your ideas, but in who you are,” adding that Ba&sh values a balance of vision and humility. Fashion, she notes, requires continual reinvention, making every season a fresh opportunity to tell new stories. According to Potet, those who find joy in collaboration and purpose through creating empowering pieces will find the styling industry rewarding and dynamic.
Ba&sh’s evolution and transparent approach illustrate how the brand is aligning creative ambition with sustainability principles, positioning itself as a notable player in the future of responsible fashion.
Source: Noah Wire Services
