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Sustainable Luxury and Life in London with Rêve En Vert

Meet Rêve En Vert’s Cora Hilts and Natasha Tucker…

Credits: Shop Rêve En Vert Photos by Roo Lewis for The Style Line

the style line Rêve En Vert

Photos by Roo Lewis for The Style Line

The gradual shift in (mass) attention towards thoughtful purchase power is kicking into high gear now more than ever – and we have platforms like the London-based Rêve En Vert to thank for this. Translating to “dream in green” the dual e-commerce and editorial hub seeks to cultivate an awareness and celebration for sustainable fashion designers and makers on a global scale. Co-founders Cora Hilts and Natasha Tucker are  at the forefront of this change and hope to gauge interest of consumers through a highly curated product assortment and a thoughtful narrative.

Here at The Style Line we’ve published a range of stories that address the topic of conscious consumption and sustainability, though so far all have been told through the lens of those living/working United States. So when we had the opportunity to connect with Cora and Natasha we were equally interested to learn about their thoughts on London’s take on this shift in thinking and the city’s interest in fashion in general. As the duo stated in our interview below, “Our London-based demographic are also consciously minded and want to shop somewhere where they don’t have to sacrifice style for aesthetics.”
Speaking more to this, we also found ourselves considering the working definition of sustainability and how designers throughout the globe are advocating this in their approach to design; along with the role their respective cities play in implementing these practices. With so many questions in hand, along with Cora and Natasha’s sincere commitment to building a responsible yet coveted resource for designers and shoppers alike, we were thrilled to visit their London offices (which had no shortage of green and beautiful foliage to match!) and chat further about these ideas. Read on to discover our exclusive interview with team Rêve En Vert and enjoy intimate snapshots of the duo at work by Roo Lewis for this story.
the style line Rêve En Vert

I am Cora, the co-founder

of Rêve En Vert, the premiere online destination for sustainable luxury fashion. Outside of that, I am very into yoga, exploring and wine. Rêve En Vert was born out of a love for sustainability and the very urban lifestyle I lead between living in London and Paris, the two cities I love the most.  

I’m Natasha and outside of all things Rêve En Vert, I am passionate about food and travel, have a background and MA in Art and Politics and this is my first job in the fashion industry! I started Rêve En Vert out of a passion to drive the conversation surrounding sustainability in a positive and aspirational direction. I also love the English countryside, mountains and beach and strive to have a balance of all of them in life.

What pros and cons has the increasingly present role of technology played in owning a sustainable business?

It has made a lot of things easier and more accessible. Having an online platform gives you worldwide reach whilst being able to operate from a studio in one place. Running an e-commerce platform raises its own issues in terms of running a sustainable business. One of the major ones we have had to look at is shipping for example.
the style line Rêve En Vert

As an entrepreneur what tools would you advise aspiring entrepreneurs to utilize in their own endeavors?  

We have been very lucky to start this at a time where there is a lot of support out there for startups and for entrepreneurs. We go to a lot of networking events and a lot of panel discussions which are great platforms to leverage in terms of gaining advice as well as inspiration and are generally free. We would definitely advise people to look into ways to reach the community of those around them doing similar things. People, in our experience, are very willing to help and share their experiences, which is invaluable.

How do you think living and working in London has helped propel Rêve En Vert and drive excitement around sustainable luxury? 

The fashion community in London is pretty experimental and open to new designers and edgier fashion than some places which helps as we are selling independent and emerging designers and labels, as well as more established names in the industry.
the style line Rêve En Vert
Our London-based demographic are also consciously minded and want to shop somewhere where they don’t have to sacrifice style for aesthetics. Our editorial also drives lots of traffic to the site so we know that people are really willing and ready to engage with the narrative surrounding sustainable luxury.

Has there been any one partnership/designer you’ve worked with that’s resulted in a turning point or milestone in Rêve En Vert’s journey, so far?

We did a collaborative dinner with Pamela Love in New York which was great for getting us known in the United States. She was the first well known fashion label to come on to the site and really champion us which was also a turning point for helping us pull in other bigger names.

How would you characterize the Rêve En Vert customer/community and what do you hope the community contributes to the greater fashion industry? 

Our customer is a woman for now, and one who is intelligent and considered in her purchases. She is a conscious consumer, but unwilling to sacrifice style for ethics, and we are the platform that bridges that gap her.
the style line Rêve En Vert
Eventually, we hope that the Rêve En Vert community will be a vocal one-women who speak up about the need for change in the fashion industry and feel proud of their purchases and the stories behind their clothing. We see this as an organic evolution!

What is one question you wish people asked you more often?

What can I personally do to promote environmental and humanitarian change in the fashion industry? (We have lots of thoughts on this one!)

Sustainability in fashion at least, is a tricky subject. Based on working with designers/partners from around the world have you seen a varying definition based on a designer’s home-base/location? 

Most of our designer’s have a shared ethos in their ideology around sustainability, but definitely there is a variation in execution. Some designers, such as Ryan Roche, are dedicated to production and empowerment in developing countries such as Tibet, whilst others like Christopher Raeburn see production as close to home in East London as being the most sustainable option.
the style line Rêve En Vert
We really applaud all of our designers for thinking outside of the box and doing what they believe to be the most powerful in terms of manufacturing sustainability.

In the spirit of this month’s #TSLResolutions (which are all about creative problem solving) what you think is the number one challenge both fashion designers/makers and conscious consumers face? How have you gone through and solved this in your own experiences?  

I think cost is the highest issue-so many people now expect to be able to buy high street/fast fashion at incredibly cheap prices. This results in a mass amount of consumption and waste with very little consideration to craft or quality.  We are trying to educate people now to buy one investment piece, say a black cashmere sweater you intend to wear forever, rather than five more trendy pieces you discard after a season or two. It’s not so much about spending the money on fashion because people do, it’s really about spending more on less. 

The Style Line was built on the premise of discovery, exploration and transit. With this in mind, if what is your “the style line” in your wardrobe?  

the style line Rêve En Vert

C: The rain does’t necessarily inspire but it does influence! I wear a lot of black and grey and quite a few of our Clyde fedoras. 

N: I’m inspired by things I can wear from city by day to city by night. 

“We hope that the Rêve En Vert community will be a vocal one-women who speak up about the need for change in the fashion industry and feel proud of their purchases.”

THIS STORY WAS ORIGINALLY PUBLISHED IN December 2015