ISSUE ONE SS: 2014
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On the cover: Amelia Partridge, photographed by Georgina Martin, from the SS14 lookbook campaign. Contributing Photographers: Georgina Martin, Loren Aldridge, Hollie Furniss, Charlotte Rutherford. Contributing Writers: Hollie Furniss, Tina Relf, Loren Aldridge, Numerous Anonymous story tellers. Art Direcion & Design - Loren Aldridge.
Printed at: The Print Quarter, Nottingham. The Tale of Amara- Theme of Unfading. Inside box One: Tale路M book. Vanilla & Roobios Tea- Tale路M special blend. Handmade Candles- Vanilla Scented. Handmade Garments, designed exclusively for Tale路M by Lewis Growler: Skirt, Dress, Top. Personal collaborative accessory pieces.
Chance, fate, excitement, apprehension, fear, joy and love are all emotions that are faced and explored through Tale·M’s initial offering. It is a box that represents something new; a new brand, a new type of shopping experience and a new relationship to fashion. Tale·M is trying to be more than just a brand. We want to push the boundaries of retail and give customers something extra. Throughout your subscription, whether it is a journey that lasts a couple of months or many years, you will undergo a wealth of new luxury experiences, however until your box arrives those experiences will be unknown.
The Tale·M book is a magazine that is equally trying to do something a little bit different. We want to celebrate women, showcase their stories and achievements with features on successful, powerful and modern women to highlight their achievements and hopefully in doing so, inspire others. We also want to strive for a more intelligent stance on issues within and out of fashion to really get to the heart of these sometimes controversial subject matters. Lastly, we want to invite our readers into the journey of our brand as it evolves so, you really get an insight into the brand’s own story. Whether you’ve received this first box as a gift from a friend or a gift from yourself, enjoy this unique offering and know that you were a part of it from the beginning. Thank you and enjoy.
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CHAPTER ONE
The very first chapter tells the story of Tale路M.
CHAPTER TWO
The strength of the modern woman shines through in the tales of real women.
CHAPTER THREE
Perrenial Ambition is the theme of the last chapter, speaking with inspirational women, about the things that drive us all.
CHAPTER ONE
THE TALE OF
F AMARA: Writing: Hollie Furniss
Amara meaning unfading is the tale of our first box instalment. It’s the idea that in each of us is a story and parts of our stories overlap, uniting us together through shared experiences. Amara discusses that of new beginnings, a period in her life which is both frightening and inspiring. Her story discusses a journey of discovery and serendipity, the moments when we don’t quite know if they are influenced by chance or fate. Leaving her old life behind, she embarks on a new adventure in a big city, facing challenges and milestones that ultimately will shape the rest of her life. Her tale is only the first of many, and with each box a new story is revealed that touches upon feelings and events we can all relate to.
S
he arrived. Where once there were billowing tree tops and dancing perennials, now stood an impenetrable garden of concrete and brick. She longed to be back home in the country air, surrounded by those that knew her. A subtle childhood memory surfaces but then it’s gone. A glimpse of a message on a wall, ‘O travellers from somewhere else to here ... What if..? What if..? What if..?’ before embarking forward, into the city. Time feels like its passing so quickly around her, without her. A sea of rush and haste and people knowing who they are and where there heading. She wanders through cobbled streets, a labyrinth of paths and each one leading to somewhere else. The city begins to open up and once in its heart she slowly begins to feel somehow, a part of it. The commotion is infectious and inspiring. What dreams lay hidden in this network of chaos, what stories could they tell? A man. A face. A touch of warmth and hope beyond her fingertips passes in the street. A flicker of a smile briefly takes over. A moment of excitement, opportunity and possibility glides by knowingly. She continues on her chosen path, away from her short encounter.
The buildings here are diverse and intricate. The eldest and most beautiful appear wise, mature and imposing with their age; rugged texture, tinged with taupe and framed in black metal work stand proud amongst its surroundings. The deeper she goes the more surprised she is by the soul of the city. She passes blossom trees under blue skies and water fountains that sparkle in the sun. She sits near grass looking out at the spectacle until again she sees him sat there. A mystery yet unfolded, awaiting her presence. Before she could hold her breath he is there, inches away with longing eyes and a friendly smile. He speaks and at first she doesn’t respond, fearing she’ll ruin the moment. As he progresses with conversation, asking where she’s from and so on, she is taken aback when he asks her out on a date. Suddenly, all the uncertainty and apprehension she was overcome by hours ago had now returned. Although intrigued by him, she wondered whether that is all it should be. To rush into love, alongside those rushing in the city, scared her. An invitation regardless, he insisted and even though she declined, she couldn’t escape the stinging of guilt in the pit of her stomach.
Her apartment was small, no doors in her bedroom. She didn’t have much, the walls bare and the windows free of curtains. She longed for relaxation and so drew herself a bath. She stripped of her clothes and left them trailing behind her as she entered the bathroom. The warm water wrapped itself around her tired skin, cleansing her. At peace she couldn’t help but fixate on her day with most of her memories flooded by the face of a stranger. His eyes, his lips, close enough to kiss. The immediate senses she felt made it clear to her that he may have been a risk worth taking. She awakes on a new day, a new start as sunlight fills the rooms. She leaves her bed and enters the lounge where she finds a box. Curious and confused she steps closer. There is a note on top, she opens it carefully and reads, ‘often in life we go through difficult things but through change you will also find adventure. Be strong and never fade into the background, love mum.’ A tear drop forms in her eye, the sound of her mother’s voice echoing in her mind. All feelings of fear and trepidation lifted by a handful of words that only a Mother could make her believe in.
She lifts the lid and unveils the contents of the box. Reaching in she pulls out a soft draped dress and pulls it to her nose, inhaling the scent of newness. She delves further in the box pulling out a necklace, candles and tea. Layers of new experiences she cannot wait to feel, see, taste and enjoy. She changes into the dress and swaps her coffee for the herbal tea included in the box, enjoying every sip; the flavours tantalising her tastebuds and the smell revitalizing her clarity. After adding accessories to the dress, some from the box and some of her own, she adds a swipe of fiery coral to her lips and heads for the door.
She sets off outside into the world once more with a refreshing optimism she thought had all but been lost. She seems suddenly bold in her environment, people turning heads at her in the street as she strides with confidence in her step. Knowing exactly where she is heading and what she wants to do. She sees him at the end of the street, the mystery man and all he has to offer. As she sits down next to him at the coffee shop, her mother’s words linger in her thoughts, reassuring her of her decisions and ultimately her future. As she sits and laughs and smiles with a man that represents all that she was once afraid of but now embraces, someone in the distance arrives into the city and is just finishing reading the last lines on the wall, ‘To greet and understand what lies ahead - The city where your dreaming is re-paid, The lives which wait unseen as yet, unread.’ By Hollie Furniss
THE TALE OF
LO O K B O O K Photographs: Georgina Martin Model: Amelia Partridge
THE TALE OF
CHAPTER TWO
When it happens to you it just hits you and you think you’ll never be able to stand again. I was with him for over four decades, since I was in my adolescence and we’d had our problems, even broke up on occasions but we always got back together. I had married him, had two kids and a house all by the time I was thirty. Everything wasn’t perfect but it never is, is it? We were content, comfortable. We went on holidays every year, surrounded by a huge friendship group who had their own children too. We’d get together for barbecues in the summer, birthday celebrations and random dinner parties. It was pre-millennium, pre-problems, pre-divorce. The fireworks stopped and so did our marriage. I guess we tried to make it work for too long, to rescue something that was already dead. For the sake of the children? For the sake of money? I don’t know. But despite it all, all the upset and arguing I never thought I’d find out, on New Year’s of all days, he was having an affair. It broke me. All this time, for years he had lied to my face. Come home, slept with me, woke up with me, and came home to me whilst leading this double life somewhere else. Nothing in life can ever prepare you to deal with a divorce. My mother had recently passed away, my father a few years before her and it felt as if I had nowhere to turn.
The feeling of being unloved and unwanted was the hardest to cope with, when he was happy and in love with another woman. Knowing that we’d never get back what we once had and that lingering feeling of missed opportunities and wasted time haunted me. I’d never been on my own and now at one of the darkest times of my life I had to suck it up and move on. When you lose something which has been your rock for so long, your safety net, you realise just how strong you are. I have been through death, divorce and debt but I am still standing with my head high. I have two wonderful children, a home next to dear friends, a career I’m proud of and a future ahead of me. Now, I am inching closer to 50 but I have never been more settled or at ease. I have recently become a Grandmother which has to be one of the most special bonds I will ever know and in time I hope to have more grandchildren. I am nearing retirement, a phase in my life for happiness and pure indulgence that I can’t wait to enjoy. Who knows, some day I may meet the last piece in the jigsaw puzzle, but until then I am going to take pleasure in being healthy, happy and alive. Anonymous storyteller, retelling by Hollie Furniss
I
have to be living someone else’s life, this isn’t happening to me. It can’t. Can it? I always had anxieties, I pushed them to the back of my mind, knowing their was nothing I could do, but to continue, complete the job as I had always done. The fear was always there, lurking, but when I was called to a meeting room, I knew. I just knew. The room no more than 10 metres from my desk suddenly seemed like miles. It was 3 o’clock. I left at 5 o’clock walking away from my home, my family the place I had worked for 16 years.
I felt startled, emotionally paralysed, my partner, my boss had been made redundant too. Even just those words three years on still haunt me. I was on ‘holiday’ the following two weeks, taking my son to university, celebrating my daughters birthday, however celebration was the furthest thing from my mind. It was a harsh reality. Made worse by the fact my several of my colleagues were in the same position. I enjoyed my job, to the point that currently I don’t think I will find such an exciting job again. I have worked all my adult life and I felt confortable, secure and safe then just like that I was hanging by a thread. The working world has advanced so much, making it harder to keep up, applying for jobs quickly became soul destroying. Rejection after rejection. Automated email responses. We regret to inform you that… 14 months had passed before I answered the golden call. Maybe bronze is a better description. Temporary. I think the experience has definitely made me re-evaluate. You learn to appreciate the finer things in life, what is important to you. Being unemployed made me feel stripped of my dignity, like I was worthless but now I feel proud when I go to work everyday due to what I have accomplished, Permanent. Words by Anonymous
‘You’re only good for one thing, remember that. One thing, never forget it!’ When you’re told something enough does it really come true?
I was three years old when my Mother died and I was left with an alcoholic Father, so someone had to step in and that someone ended up being my Grandfather. I don’t really remember much of my childhood except the constant ‘don’t do that’, ‘don’t think that’, and ‘don’t speak that’. I felt like an awkward burden that had to be put in its place continuously. At one phase dancing but that along with many other things changed sometime after my Grandfather moved in. I’m looking back now at 45 and I have so many unanswered questions. I’m in turmoil over Why? What? Where? When? for many aspects of my life. Do I know somewhere some of the answers deep within me or have I just chosen to forget.
‘YOU’RE ONLY GOOD FOR ONE THING, REMEMBER THAT. ONE THING, NEVER FORGET IT!’
As I assess my past I realise that I have to come to terms with the unknown and how it still affects my everyday life. It doesn’t get better it just gets easier. Day by day, experience after experience. If I do something enough it then becomes routine and I will perhaps be perceived as, good, intelligent, beautiful, funny or caring; just some of the many things I try to be. Back then, during my upbringing, the truth of being told I’m only good for one thing was that, ‘I’m a female, and all I’d amount to was cooking, cleaning, and taking up other ‘womanly’ duties’. Did it help or hinder my present life, these words of restraint? Would I now be a different person if my childhood was supportive and happy? I will never know how my life would have turned out otherwise, no. But all I know for definite is as I sit here contented in my garden with the sun shining next to a very equally contented dog and a family of my own going about their own lives ‘I’, who was only good for one thing now, manages a workforce of 20 in an ever changing pro-active environment. In the end one thing is certain; ‘I’ was not only good for one thing. Words by Anonymous
They first thought about it twenty-three years ago. Then my mum fell pregnant with my sister Hannah and it just wasn’t practical. Then months after my sixteenth birthday they began talking about it again, Fostering. I was becoming more independent I wanted to stand my ground, tell them I wasn’t happy about the situation. It just didn’t feel right; I couldn’t put it into words.
We’ve always been so close, especially my mum and me. My family fostered for two years, it is surreal essentially collecting new members of your family. I would come home from college and suddenly there would be this new little person taking all of my parent’s attention. They never felt like my family, not at first. You resent them. Though that seems so childish now, a selfish emotion, that’s the truth. Until that one day. It seems like such a clichéd moment, but he wouldn’t stand up for anyone else but me, for a few hours anyway, I felt like I had accomplished something even if it was Benjamin not me. If I thought it was hard to love a child who you didn’t originally understand and was uncomfortable having as part of your family. It is nothing compared to what it felt like having to give him up. The bonds were different with all of them; we had four children over the two years. The problem is once you have grown close to a child and lost them you have a reluctance to go through the same pain again, but you know its providing them with a far better quality of life.
The saddest, most heart wrenching part is when they go back to their parents, not being able to keep in touch with them, the ties completely broken. This is explained to you at the beginning, social services try to update you with their progress but it feels cold. Fostering is challenging and you need to be resilient and loving in the right amounts. Knowing what awful things had happened to two of the children we fostered, is something ill never forget, you realise these things happen but not on your doorstep. At the end of the day every child was different, but the same, they all craved the love and affection, which they had been denied for whatever reason. I am not sure if I have the strength of character required to foster when I am settled down in later life. I am glad looking back that my parents did and I will always cherish those memories, knowing that whether it was for two months or two years we impacted those children’s lives. I hope they are blessed enough to be given a second chance and grow up to have a family as loving as my own. Words by Anonymous
Amelia Partridge, the face of our Amara tale and first box instalment talks modelling, inspirational women and her personal and very humble life ambitions. On the day of the shoot Amelia came all fresh faced and cool into the station from her hometown, Worcestershire. Like many models she has an infectious, magnetic energy that radiates and pulls you in, an envious air of enthusiasm and positivity. More beautiful still than her face, which beams of youth and femininity, is her personality. Nothing is ever too much trouble, Amelia gracefully goes with the flow and is genuinely excited about the process, ‘I think it ultimately takes a positive mind to be a strong woman today. I am always happy and smiling and if something goes wrong I immediately see the good in the situation. I suppose that makes me a strong person and be able to handle the negative aspects of life as well.’
You’d assume such an assertive woman would have strength innate in her blood but she seems modest to her attitudes on life, ‘I don’t particularly come from a family of strong women as we all believe in traditional values such as standing by your husband, and going through life as a couple rather than independently. However, my mum has had to deal with so much in her life and still see’s the glass as half full. She’s been a counsellor for a long time now so is able to help other people with her strength.’ It was surprising to hear how habitual and conventional Amelia’s values on marriage were for such a modern woman. How did this discerning girl end up in modelling? ‘I was scouted at the clothes show when I was younger which made me start to think maybe I have a look that could work. Having been in full time study for so long, I never really had time to start but around a year ago I sent some photographs into some commercial agencies and received a positive response.’ So, how must it feel to see yourself front a campaign for the first time? ‘It felt really good, like I’d achieved my goal and people who were judging me actually thought I had what it takes. The feeling makes you think you can go on to succeed even more once someone has faith in you.’ With the world at her feet and a promising life stretched out in front of her, I wanted to know what women were influencing her achievements, ‘I look up to women who have started businesses from scratch or run their own business as that’s what I ultimately would like to do. I look up to people who display positivity and surround themselves with positive people. I’m inspired by people who are in love and aren’t afraid to show it. I think it’s incredibly important to have someone by your side every step of the way. I admire mothers with lots of children who make it look so easy, that makes me excited!’ It was surprising that Amelia chose to reference the ordinary women of today, juggling successful careers and family life as an inspiration opposed to celebrity icons. Throughout the interview Amelia seems to increasingly deem her greatest achievements and influencers in life on family and the home.
Now a model and student studying at Birmingham University she is certain on a future that combines independent aspirations and a strong family network, ‘my ambitions are to marry for life, and have a big family. I would love to own a maternity boutique selling designs along with my own. Children’s wear and organic beauty products would also be sold. Ultimately my ambition is to be completely happy every single day and look into each one of my family’s eyes knowing they are as happy as I am. In ten years time I see myself married, either pregnant, with one child or children already, living in a lovely house which I would have decorated myself - perhaps not my ultimate dream home by then but still somewhere lovely. Hopefully on the track to opening my own boutique.’ An idyllic and warming dream for such a young woman, Amelia obviously has a strong head on her shoulders and knows exactly what she wants out of life. In awe, I asked her for any words of wisdom which has inspired her endeavours, ‘my mum always tells me to stay true to myself which I think is really important in this industry. My boyfriend is really supportive in everything I want to do and achieve and always says he backs me and believes I could be number one in everything I do if I wanted to be.’ Words by Hollie Furniss
CHAPTER TWO
An up and coming fashion designer with her sights set high, Chloe Snelling is a woman with a lasting ambition. With plenty in store for the future collections of Tale·M, she designs with the modern woman in mind, appreciating how your own experiences fit around your wardrobe and the core pieces you wear from day to day. Every woman has her own story and Chloe is no exception, here is her tale. Hi Chloe, what’s your story? My parents had me and my sister young and then split but I don’t think this hindered me in anyway. They never agreed on anything except I could do whatever I wanted. My Mum especially wanted me to do the things she missed out on, this was practically drilled into me and that’s how I see everything I just don’t want to miss out.
Can you tell us about your childhood and the places you grew up? I lived in Norwich for the whole of my childhood; it was safe and boring so as I grew up I knew I wanted to leave because I knew I couldn’t stay forever. It would always be home but I wanted to explore and do the things my mum had wished she got to do. Where are you at this moment in your life? I’m weeks away from finishing a year’s internship at a French Connection brand Great Plains, living on zero pounds in a house I hate but a city I love. I am looking forward to my break before my final year at University of Leeds but am so sad to leave as I’ve got a taste for what I could be doing when I graduate getting paid for something I love. Where do you expect your life to lead you in the next couple of years? Next year I will have finished my Fashion Design Degree and planning the rest of my life I guess. But right now all I know is I will be straight back to London to have as much fun and work as hard as I can. What is the last project you worked on? Great Plains are going to be launching sleepwear for their Christmas 2013 collection and I have just finished putting the products into work. I actually even got to design a print for one of the stories. I was amazed to be given so much responsibility as an intern but I loved every second of being in charge of my own area. And when the samples came in I was speechless. That doesn’t happen very often. Can you tell us what is exciting you about the current landscape of fashion design? The way in which overnight something can become a cult classic because one person is seen in it or its blogged about and everyone suddenly wants it. Social networking has made everything so quick, fashion design can never be boring. It changes practically daily.
How would you describe your design aesthetic? I don’t think I’ve found it yet, it changes with each project I do. And every project so far has been with a brand in mind a theme I haven’t actually found what is me yet and I’m sure it will be changing forever. What is your process? Research a lot of research I love turning things I read into ideas and not just images. Mood board, I love making mood boards but sometimes I the right image just doesn’t exist. Colour palette, fabrics and then I just go and see what happens sometimes I’m happy other times I’m not. When designing for the modern woman what things do you have to take into consideration? Since doing my placement I think a lot more about functionality because I hate wearing clothes that hinder movement and restrict me. I want things that let me get on with life but I feel I look stylish and on trend at the same time. So at the minute this is all I think about. But I always forget England is so cold I always design garments to be worn with bare legs. Who inspires you? Who are your muses? Celebrities are my go to for style but when it comes to designing its people I see everywhere. On the tube the other day I was like wow that’s a great colour print combination so wrote it down in my phone. I don’t think I could idolise just one person all of the time I love how random people take me by surprise. Are there any particular women who you really admire, past or present? My nanny inspires me a lot, she has MS (multiple sclerosis) and still she carries on everyday her carers come round 4 times a day and I think if it was me I would want to just stay in bed. But when she tells me stories of her being a rebellious teenager and the clothes she used to make a wear I’m jealous. Crochet dresses, psychedelic jumpsuits, mini mini mini skirts, clothes made from the old curtains. Getting on a bus to go to a
gig but saying she was staying at a friend’s. She lived her life to the full and I’m so glad she did that is one of the reasons I want to do as much as I can now because you never know what will happen. What do you think makes a strong woman today? Someone who does exactly what she wants, wears what she wants, acts how she wants to get to where she wants to be. Not in an ‘I’m an evil bitch’ way, I wouldn’t say clawing your way to the top is the way to go. Never forget the ones you love but try hard. What is your motto in life? Any useful words of wisdom you have received? Do what makes you happy. Show your family and friends how much you love them and never take anyone for granted because one day you will need them. What kind of music do you listen to? Does this inform your design aesthetic? The music I listen to reflects my mood or who I’m with, I don’t think music influences me as much as it does other people- I find that books and films play on my mind more and make me think outside the box. Do you have a perfect night in? I love just being with my friends, wine and laughing we could be anywhere. Where do you wish you could be right now? Exploring the world until I had ideas falling out of my brain. I want to be greedy and see everything. Interview by Loren Aldridge
Georgina Martin, an incredibly talented freelance photographer was the magician behind this month’s Amara tale. Her eye for beautiful detailing brought to life the story and vision of Tale·M’s very first box and after collaborating together on this precious journey we wanted to showcase Georgina and her story. A heaving rucksack on her back with a reflector clipped to the outside pocket, bouncing as she walked, Georgina entered the shoot ready to create some magic. For a fairly small woman, even though her equipment probably weighed the same as herself, she carried it with ease and complacency. Used to the hassle of so much gear she seemed in control of it and excited by them than rather than overwhelmed. Georgina has worked in hectic and fast-paced conditions at events such as London Fashion Week so, the filming of Amara was a far more relaxed experience. It was instantly known that we were witnessing a something special unfolding as we watched the play backs of her shots. Suddenly, the tale we have pored over was coming to life, goose bumps grew on our arms and that pit of excitement in the base of our stomachs fluttered like butterflies. We wanted to get behind the camera and get to know more about the person responsible for helping create out first touching tale. Who are your most influential photographers? In general I am influenced by 20th century photographers, particularly Edward Weston and Duane Michals, they inspire my work outside of fashion, and encourage me to still work in a darkroom. Paolo Roversi is definitely in my top 3 photographers, I love large format photography and he still makes this kind of work relevant is high fashion today. Helmut Newton also needs a mention, he photographs nude women beautifully, a celebration of the female form in a way. As a complete contrast I have huge admiration for Miles Aldridge - even though it’s not a style of photography I wish to indulge in, I think it’s good to admire work so far removed from your own, otherwise you just end up imitating your favourite photographers.
Sum up your personal style in three words. Timeless, tailored, noir Sum up your photographic style in three words. Diverse, Captivating, Bold. How much do you shop for clothes online and on which retail websites? Over the past year my lust for clothes shopping has subsided, I’ve become a lover of the capsule wardrobe and only buy something if it will still be ‘fashionable’ in another 3 years. This also leads me to believe it’s acceptable to spend hundreds on one item because it will last those 3 years. I find myself choosing one item on net-a-porter and saving up. So I’d say most of my clothes shopping is done online because what I want isn’t sold on the high street. Although I also have my moments on the ASOS sale, I rarely physically shop now. I will tend to go directly to the designers sites to buy items.
What do you look for when shopping online? Anything really, I will notice a key piece missing from my wardrobe and search for something that fits - like at the moment I really need more smart tops that aren’t shirts. I seem to have also dropped any colour from my wardrobe, so I have to set my filters to ‘black’. What values and characteristics are you most drawn to with fashion brands? I like a brand that seems honest and passionate about the items they produce. I enjoy brands with a strong sense of who their clients are, and a small style margin, like Margaret Howell and Nicole Farhi. How important are sustainability, humanisation and brand narrative when considering new and emerging brands? I think this ties in with some of what I said previously - I think it’s important to see a brand with values and sticking to them - the clothes you wear speak a lot about who you are, you want to invest in a brand you agree with. The online fashion market has become saturated, how do you think brands can stand out? It’s very difficult, I’ve worked with clothing brands trying to achieve this - recently I shot a new lookbook for XCVB and we shot a concept that we hope will set them apart from the other ‘t-shirt brands’. I think image is incredible important for attracting attention, employing a creative photographer is a good start - if your lookbook is unique and turns heads, people write about you and you get social network exposure - which can make some brands. I guess some form of celebrity endorsement - like Supreme shooting with Kate Moss was a huge publicity stunt for the brand and brought a lot of attention. What are your current favourite Tumblr’s or blogs? http://dickfacedamour.tumblr.com http://girlswithstyle.tumblr.com http://thomasgiddings.tumblr.com http://peau-rose.tumblr.com What band or artists are you listening to at the moment? Frank Ocean The Middle East Bonobo The Knife
What is sustainability? Some will say it is all about an eco offering that is Fairtrade and as kind to the environment as possible, others will say it is something which uses responsibly sourced materials and little to no waste during manufacture. Its actual definition in the dictionary is ‘to be maintained at a certain rate or level’, which is something fashion is currently not adhering to. Look at our highstreet, a once small and purposeful lane of independent shop owners and groceries has now escalated into a maze of choice and indulgence. There was a time when shopping was balanced in both experience and functionality, but the mass of retailers and companies have exceeded a sustainable level, meaning shops are shutting their doors having gone bust or into administration. What happened to fashion?
Our thirst for such a desirable and addictive commodity has left us inundated with variety and quantity. There was a phase when all that choice was enjoyed but now the scale and mass of retailers leaves us with a headache and our feet sore. The internet came along and suddenly we could refine our search and bring exactly what we was looking for to our doorstep; a revolution to behold. Now immediacy and convenience are no longer enough and the internet has become as saturated and diverse as the highstreet. That topic of too much choice and a lack of sustainability rears its head once again. In a period of self-awareness, whether that be out carbon foot-print, level of exercise or value as an citizen we have become too perceptive to remain unconscious to the retail turbulence. We now want to choose between brand values not racks of garments. We now want to be surprised by retail and felt appreciated. We now want to feel a connection and experience with brands so the relationship isn’t so meaningless. We know this because we agree and it is why we, half consumers, half creative’s have created Tale·M. We hope you find it a refreshing alternative in today’s busy world. Gone are the frills and flamboyancy and left is a considered and refined capsule collection, delivered to you through a sustainable and regulated subscription service. Enjoy clothing again and trust in brands. After all, excessive consumption won’t tally over quality and service.
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