Paris, 27th February 2007
1. Various of Dior catwalk show
Paris, 20th February 2007
2. Exteriors of Alter Mundi, shop that fair trade specialises in fair trade fashion
3. Various of the fashion part of the shop
4. Set up Nicolas Messio, the store manager
5. SOUNDBITE: (French) Nicolas Messio, Manager 'Alter Mundi'
"Today we attract the clients firstly by the product itself. It is one of the stakes, one of the bets of the fair trade business. The idea of attracting people not only because the products are made in dignified working conditions and respectful of environment, this kind of approach succeeds only if the product is interesting. People buy the product to take some pleasure, fair trade is a bonus but it is not the main target"
6. Various store interiors
7. Set up shot Aurelyen Conty, co founder, designer and general manager of Misericordia
8. SOUNDBITE: (French) Aurelyen Conty, co founder, designer and general manager of Misericordia
" Misericordia is a young project, We still try to convince ourselves that our Utopia is a true reality, that our work can last for a longer period and that it can change the way of producing clothes. What is sure is that today Misericordia clothes are produced in a very different way, humanly and creatively they are unique in Peru and unique in the world."
9. Pan form a sweat shirt to a T-shirt
10. SOUNDBITE: (French) Aurelyen Conty, co founder, designer and general manager of Misericordia
"Misericordia is a Peruvian company, paying local taxes, where the designers and all of the workers have annual paid leave, health insurance and pension contributions and that is already an important task to convince people that paying taxes is not that bad, that contributing to a construction of a country is not that bad and that enjoying a social security system is also not that bad"
11. Pan down of a Misericordia dress
12. Exteriors of Colette, fashion and design store
13. Pan of the ground floor of the store
14. Set up shots of Guillaume Salmon
15. SOUNDBITE: (French) Guillaume Salmon, Colette Spokesperson
"The story of Misericordia had to be taken into consideration and we were curious about it, but what was the most important it was the quality of the product, it was fitting really well to the rest of our streetwear selection. Their care for cut, stitching and graphics was important for us at that time"
16. Various of the first floor of Colette store
LEAD IN :
Today's consumers seem to be becoming increasingly concerned with seeking out ethical products, whether organic, fair trade or energy saving.
From the catwalk to the clothes' rail, ethical clothing is more widely available than ever before and consumers want to know what is in the products they are buying and where they come from.
One of Paris' most exclusive fashion houses Dior unveiled its latest collection at the Paris Fashion show this week to an audience of celebrities and fashion journalists.
But on the streets of Paris few people can afford or want to wear expensive couture designs.
In recent years, the number of shops selling fair trade fashion has increased in France.
'Fair trade' is a way shoppers can buy products that have been sourced in developing countries with the knowledge that the farmers that produced the goods have been given a fair price for them.
Farmers are then able to invest some of their earnings back into their communities, thus alleviating poverty.
One Parisian store called 'Alter Mundi' has become specialised in selling 'fair trade' or ethical clothing.
Nicolas Messio is the store manager of 'Alter Mundi'.
Messio says that people will only want to buy ethical clothing if they like the design and quality of the clothes.
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