FEMME IS DEDICATED TO BE PART OF SUSTAINABLE CHANGE WITHIN FASHION INDUSTRY. USING AN UNDERSTANDING OF CURATED WARDROBES THAT WERE BUILT TO SUPPORT PERSONAL STYLES OF ENTREPRENEURS AND TRANSLATING IT INTO A HOLISTIC APPROACH TO COMMUNICATION.
SINCE 2017 WE ARE BOTH BASED IN GENT, BELGIUM AND STOCKHOLM, SWEDEN.
Yana Gaevskaya is a stylist and conceptual consultant and founder of Femme - functional, ethical, modern, millennial, effortless visual concepts. It is more a philosophy than it is a brand name.
Femme was created out the idea that a lot of people rationally understand sustainability in fashion and importance of personal style, but in general there is a lack of language, a story and a clearly articulated vision to bridge the gap between the real wardrobes and fashion brand's sustainable vision.
"The limits of my language are the limits of my world" - Ludwig Wittgenstein
re-invent how we relate and value to what we wear to sustain fashion
Femme concepts are based on research, knowledge, vision and intuition in order to select and link the finest visual elements and create a unique connection between fashion brand's message and consumer's goals. This is necessary to activate the much needed change within the current value perception and relationship with clothing. With Femme it is always the aim is to anticipate the waves of society with an eye on the future.
Yana works closely and in a collaborative way with a selection of passionate tastemakers with expertise in their own field in order to build concepts that will sustain the time.
Prior to founding Femme Concepts in 2015 she studied Communications in Antwerp, Textile and Trends at London's Central Saint Martins and Business Strategy and Marketing with Vlerick Business School. Followed by experiences mostly within international wholesale and retail.