The New Norm

The New Norm is a visual essay breaking with all the prejudices left regarding sustainable fashion. In the beliefs that there are plenty creative and innovative devotees to the conscious cause, Michaël Krekels, one of Œ’s own, graduated from the Amsterdam Fashion Institute setting up a platform that solely showcases modern and avant-garde designers who in one way or the other take measures to sustain a healthier production process and subsequently a fairer product.

In these critical and turbulent times Michaël claims we rather be overeducated than overdressed, hence his idea with ‘The New Norm’ as a visual result. Thus find this editorial as a source of inspiration and more importantly as proof that fair fashion should be accepted as part of the current fashion system. Here at Œ, we couldn’t agree more.

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Photography: Jan & Jorre
Concept & Styling: Michaël Krekels
Hair & Make-Up: Jilke Janssens
Model: Anna at Jill Model Management
Assistant: Bas Bossaerts