FashionKind’s co-founders are taking luxury fashion into impactful and sustainable new territory.
Sophia Bush and Nina Farran Want to Change the Way You Shop Online
Sophia Bush and Nina Farran aren’t your typical fashion founders. The duo behind eco-conscious shopping destination, FashionKind, has brought a fresh perspective to the world of e-commerce. Founded in 2016 by Farran, the site is a gateway to the best in handcrafted and sustainable luxury. Though the pair prefer the term “impactful” to the overused “sustainable,” they’re eager to make shopping an experience that goes beyond consumption and connects with the way their customers want to engage with the world. “It’s the choices you make in your daily life that can make a big difference, no matter how small they may seem in the moment,” says Farran. “[Still] personal choice can only go so far. It’s become clear in the past few years that we need to pressure big companies to make changes. What we are hoping to do with Fashionkind [is] to set an example for other retailers and luxury brands and influence how they do business.”
Farran conceived of the site while studying English at the University of Pennsylvania, during a period when the retail landscape was ready for disruption. “Everything felt really monotonous: the same designers and the same pieces on every site, without a strong point of view,” says Farran. “The big luxury sites were starting to have sections for sustainable fashion, but they treated those pieces exactly as they treated others, with little indication of their impact or backstory. I found that platforms championing sustainability either didn’t have a focus on design, so there was a sacrifice of style, or their approach felt too stereotypically “green” and too niche.” Farran felt there was room for improvement.
Instead, FashionKind provides a personal touch which is a core part of the site’s appeal. Instead of treating its customers like numbers on a spreadsheet, Farran wanted to engage with her audience in a way that felt intimate. The site’s editorials and immersive trips into the brands it features offer an opportunity to engage with fashion on a different level. Guests can shop by region or receive a crash course in sustainable materials while learning about the founders and artisans whose work features in their collection. “I think that the true soul of luxury has been lost. The thrill of discovery and the emotional connection that once defined luxury shopping was missing,” she says. “I wanted to restore that experience by seeking out the best in craftsmanship from brands around the world and creating an emotional connection through storytelling.”
This story originally appeared on: Vogue - Author:Janelle Okwodu
