Sometimes the best ideas are born out of a whim. Florence Shirazi and Kai Alt, two people with a strong love for fashion (and each other), turned this whim into a fashion brand that has been active since 2013. Things don’t always go to plan – or as Florence describes: “Originally, we wanted to make smart, British-inspired men’s fashion. But as so often in life, things turn out differently than you think.” Today, Mademoiselle YéYé is a special success story, working with six agencies across Europe and supplying around 350 B2B clients, while also bringing joy to online customers in, for example, Japan and the UK.
“And anyone who knows what YéYé means, also knows the sound where it all began.”
The brand’s style reflects the lightness of French lifestyle: playful, effortless and timeless, like a café au lait enjoyed in the morning sun. Their collections include dresses, tops, trousers, skirts, jumpsuits, jackets, blouses, sweatshirts, socks, denim, scarves, and knitwear. With two collections a year and about 50,000 pieces produced annually, Mademoiselle YéYé doesn’t follow fast-paced production cycles but rather curates carefully designed seasonal drops. For this year’s fall and winter collection, about 40% of their production is GOTS-certified! Overall, with the consideration of their other materials used (e.g. Ecovero or Lyocell), their sustainability share amounts to an impressive 91%.
When asked why they chose GOTS, their answer is clear: “For us, GOTS, alongside all the other certifications, is simply the gold standard when it comes to organic fabrics. Every step is certified – from the first processing of the cotton to the finished garment. Voilà – this is what true, consistent, and transparent sustainability looks like.”
But GOTS also helps them tell their story: “GOTS allows us to clearly communicate our commitment to sustainability and ethical production, while offering our customers a genuine, certified organic product.” And that’s what makes fans turn into loyal returners; because GOTS not only ensures organic materials, but also socially and environmentally responsible production conditions.
The certification has also pushed the brand to go further: “We are even more ambitious now and always on the lookout for new materials in the sustainability field.”
With French flair, a Stuttgart heartbeat, and a dedication to doing things the right way, Mademoiselle YéYé shows that fashion can be fun, stylish, and responsible – all at once.
