No frills, no photoshopping, mostly natural or available light. It matched this side of fashion's sincere approach; where photoshoots also became friendly revelations, instants of truths in seeing, and how to be seen, naturally.
Hardly visible and considered a trendy marginality in the mainstream press, eco-fashion is far from the malls and the influential advertising budgets.
I'm no tree-hugger, but one should consider the chemical wastage, the industrial and agricultural impacts of mainstream 'throw-away' fashion. And, probably just as polluting to the soul, the profound lie of big fashion, in every media. Have we all become unaware of the reality of skin and body?
Established in Montreal's funky St-Henri neighborhood, the not-for-profit eco-boutique 'La Gaillarde' (Toughgirl) is one of the largest vintage and eco-design boutiques in Montreal. La Gaillarde hosts sewing and wardrobe recycling classes, distributes Quebec's best eco-fashion-designers and has regular in-house events organized by the fashionista staff of five and their supportive volunteers.
La Gaillarde is also a manufacturing, distribution and marketing base for Québec eco-designers.
Principles are ecological, ethical: recycled materials, environmental education and implication, and the promotion of local, eco-friendly fashion.
The mood at La Gaillarde is usually 'fashion festive', down-to-earth, unpretentious and, for me, a window on wholesome, sincere beauty that has been a gift to my lens.
