Storytelling is the most powerful weapon in the fashion industry and Jeanne Kroon’s project Zazi is a fashion label selling ethically made clothing using vintage materials in cooperation with artisans worldwide. Zazi is a tale of female empowerment and sustainability, created entirely without the need for new physical production. Through the help of social media, the brand aims to redefine the global fashion industry by creating proximity, opportunity and awareness for a responsible and sustainable way of consuming.
Jeanne sources fabrics and elaborate, traditional vintage clothing from some of the most remote and inaccessible areas in Asia and brings together western design and traditional wear. Through each item of clothing, Jeanne has created an invisible bond between the Indian seamstress and the woman wearing her colourful designs.
Jeanne ZIZI Margot de Kroon grew up in Holland and then moved to New York to pursue modelling, after a short stint at being a street-musician in Paris. But she quickly became disillusioned with the fashion industry and moved to Berlin to study political sciences and philosophy – travelling extensively between studies, to Ethiopia, South America and Nepal — discovering new cultures, social structures and customs, as well as the horrors of conventional fashion production.
She began to collect unique vintage pieces that she sold, and donated parts of the revenue to NGOs in India. Jeanne then met Madhu Vaishnav, founder of IPHD India, the NGO that supports the entire village of Bhikamkor where Zazi’s pieces are now sewn.
ZAZI works in Chapters. Whenever a new collector joins the network, a new chapter opens. With already five successful chapters, the brand is fast gathering an excited loyal fan base among editors, celebrities and city-based women looking to wear something different.
Among my favourites pieces are the beautiful densely embroidered beaded Afghanistan ceremonial Kuchi dresses that I would wear to any occasion, day or night.
And I desperately want to buy a Suzani coat - inspired by Afghan Coats - using handmade embroidery from Tajikistan and matching with vintage Mongolian sleep rugs. Every coat is unique and funds a year of education for a girl in Bhikamkor, India.
Being a dress girl of course, I also have my eye on the colourful printed Ikat dresses for an upcoming Spring wedding. They are sourced from the silk road to Uzbekistan where the vintage fabric is carefully crafted into dresses by Saheli women.
So, what is up Jeanne’s bell adorned sleeve for the next creative projects? Chapters in the planning range from recycled silk Saris made of khadi silk, to a new female health clinic, a unique Zazi sustainability program and cooperation with the Jaipur royal family and their Princess Foundation. Keep your insta-eyes peeled.
February 2018