Interview with Tara and Camille, founders of Miræ brand

Tara and Camille tell us the story of their eco-sustainable brand: Miræ

We met Tara and Camille, mother and daughter owners of the Miræ brand: a French brand that offers beautiful clothes at affordable prices, because excess is not their style. You don’t want to revolutionize fashion, but simply offer what you love.

Can you tell us a little about your background?

Tara: Growing up I didn’t want to go into the fashion industry, to be honest I had no idea that it was even an industry! I wanted to be the next Prime Minister of Canada, I want to change the world.

It was only when I moved to Paris to continue my studies in political science, that I found my passion for fashion. I met Camille’s father, who had his own menswear brand and I fell in love with design. We started to collaborate, I started to design for women and we started a brand called Tara Jarmon. Then 3 years ago Camille and I founded the brand over a glass of wine.

Camille: I grew up in the fashion industry, but I didn’t think I wanted to go into fashion. I’ve never felt like a “trendy” person so I decided to go down another path.

I went to university in the US and then got my first job at an e-commerce fashion brand … I was hesitant because it was “in fashion” but I am so glad I had the opportunity to work there because it opened my eyes and I realised there is more than just design in a clothing brand: there’s the BRAND.

Yours is a real family business, how does it feel to work between mother and daughter?

Our relationship has changed a lot over the years, but Mirae has turned our relationship into a friendship. It’s been so much fun learning from one another but also watching each other, relationship and business grow.

What does Miræ mean? Where did the choice of this name for your brand come from?

The name Mirae is a culmination of my name Camille and Tara’s name 🙂 The Mi from Camille, the RA from Tara.

We have seen that Miræ does not follow the classic calendar of the fashion system, where did the choice to launch 7 collections a year come from?

We decided to create 7 cultivated collections per year with 20 reinvented pieces. As we had found that big brands were creating pieces in completely different seasons. In our past experiences at other brands we were delivering our winter collection in the middle of summer and that is not what the client wanted or needed!

So at Mirae we’ve decided to create in season for the season. It’s very stressful but it feels more holistic.

We know that you care a lot about eco-sustainability: from the fabrics to the creation of the clothes. Do you think you can have a 100% eco-sustainable brand?

We think it’s possible to be an eco friendly/sustainable brand. We all need to make a conscious effort to better this world.

We are taking all the steps to become a more sustainable brand, but we also ask that our clients do the same. At the end of the day we can only do so much, the other half is up to our clients and the way they buy, wear and take care of their garments.

“Less Waste” is an initiative aimed at circular fashion, can you tell us more about this project?

We want more people to shop less (sounds funny we know! ) but we want our clients in particular to build themselves timeless wardrobes filled with sustainable pieces that make them feel good but also help the environment. We want them to own pieces that will last a lifetime and not just a season.

We were fascinated by your latest collection “My Dream Hotel Lobby”. What was your main inspiration? Can you tell us some background of the realization?

As the collection was created in lock down when everything was unsure and we were all uneasy about the situation.

We wanted to challenge ourselves to stand against wasteful fashion practices. With limited stock of some of the most special fabrics, our new pieces come in exclusive editions, drawing on the precious nostalgia of the past, and the excitement of what’s to come.

What are your future projects?

Our new collection, Baby Doll is coming out next week and we have incorporated something very exciting in it … but you’ll have to wait and see 😉 Let’s just say it’s another way Mirae is trying to be a more sustainable brand.

CONTACTS

IG: @miraeparis

www.miraeparis.com

Posted By

Camilla Bianchi

Studentessa di comunicazione presso l’università IULM di Milano. Da anni attratta dall’high fashion e da tutto ciò che gravita intorno a questo mondo, con particolare interesse al tema "scottante" dell’ecosostenibilità. Fortemente determinata e curatrice dei dettagli.