Tictail AW 17. Photo by Rami Hanna, courtesy of Tictail.
Tictail, a global shopping platform for emerging brands, said today that it launched “Not Faceless," a social and e-commerce campaign that spotlights the benefits of "slow" shopping and conveys the importance of supporting small businesses.Named for "Tic" from "boutique" and "tail" from "retail," the company empowers brands to speedily set up personal, virtual storefronts via its platform.A piece of clothing is worn a mere seven times before it is discarded, according to the company’s research. Tictail's platform serves as a panacea for the ills of fast fashion, as its business model is focused on reach instead of speed. This philosophy drove the inspiration for its “Not Faceless” campaign, which speaks to the pitfalls of fast fashion’s “faceless, forgettable and disposable” framework. Targeting entrepreneurs and the Tictail community, "Not Faceless" encourages the practice of "shopping small" by educating consumers on the advantages of investing in small businesses in lieu of large, "faceless" corporations.Carl Waldekranz, a cofounder and chief executive officer of Tictail, said of the campaign, “Not Faceless, to me, is about the personal, meaningful connections I’ve made within the Tictail community.” He continued, “On any given week, I’m having at least ten conversations with brands through our chat feature, Tictail Talk. I love asking questions about their production and customization or just admiring their incredible designs.”"The best part about these conversations is that they've translated into genuine friendships. Last fall on vacation in Barcelona, I met some of my favorite brands in person, Krizia Robustella and Outsiders Division. They showed me their storefronts and studios, and also gave me a peek into their daily lives in Spain. It was beautiful to be able to experience a side of the city I've never seen before," Waldekranz said.[caption id="attachment_10962015" align="aligncenter" width="380"] A look from Tictail. Photo by Rami Hanna, courtesy of Tictail.[/caption]The company’s DIY e-commerce platform is approachable in its utility and design and espouses strong community integration for participating brands. Shoppers can search for fashion, home goods and art from designers across 140 countries and the platform features tens of thousands of brands. Its carefully selected products include recycled fabrics and leathers, watercolor fabrics and quirky, uncommon prints.Tictail Market, the company's bright and airy bricks-and-mortar store in New York that sits atop an old speakeasy, opened as a pop-up in early 2016. Albeit due to its enduring success, the store has become a permanent fixture at its Orchard Street location. Tictail was founded in Stockholm and has offices in Sweden and New York.Tictail concurrently released its dreamy fall look book, which was shot in the Stockholm archipelago in open fields and woodlands. Its look book features 42 brands from 12 countries and aspires to connect shoppers to the emotions behind “thoughtfully produced” clothing. The collection emphasizes what can be seen when slowing down, from details such as “the crush of a soft velvet Ida Klamborn pant, the silky fray of a pink Jennie-Ellen heel, or the contagious coziness of an Arethe faux-fur coat,” the company noted.Lina Nordin of Swedish brands Deuxième Studios and A.Nordin, said, “Being a young brand run by a small team means that we are very involved in every step of the design and production process. Nordin added, “We love the quick and close communication we can have with our customers, whether it’s answering a question or sending off a pair of shoes, complete with a handwritten personal note.”For More Textile News From WWD, See:
Alberta Ferretti's "Rainbow Week" sweaters are back. The designer closed her #MFW show with a few day-of-the-week sweaters, which first debuted on the catwalk last January as part of the pre-fall 2017 collection. #wwdfashion (📷: @delphineachard)