Abstract: Comme-il-Faut: A Gold Standard for an Ethical Agenda
This paper is profiling one fashion house "with a difference." Comme-il-faut is a label that has built its reputation over twenty years, working for women by women. It is today considered one of the more stylish high end fashion houses in Israel, on the forefront of innovations in its collections, publicity, marketing concept, and public profile. Unlike many fashion retailers whose commitment to an ethical agenda extends only to isolated aspects of their operation, Comme il Faut's philosophy—a garment is not merely a garment—is emblematic of the functioning of the company on all levels. It is evident in the collegial spirit of its managing and creative team, and in its social agenda of supporting young artists and awareness campaigns empowering vulnerable sectors. Significantly, it is reflected in a feminist agenda that advances alternative conceptions of beauty. Its comfortable stylish designs, real life models, and feminist catalogues transformed the fashion discourse from catering to a fantasy ideal of impossibly thin female beauty to celebrating the self-aware woman who feels good in her own body.