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Trust Us - This Ethical Summer Label Is Going To Be HUGE On Instagram

© Instagram/@maisoncleo

Instagram may have its algorithms but there’s also a very simple formula to work out which labels are going to sell-out. It’s a combination of anticipation and hype. Look at Kitri who have a 700-person waiting list for a single green midi dress because one influencer, albeit Charlotte Groeneveld, wore it months before it launched.

Banking on this philosophy, the label Maison Cleo is trying to make us rethink the way we shop. A look at the brand’s website and everything is supposedly ‘sold out’, which isn’t strictly speaking true. The French-based mother and daughter duo, Marie and Cleo who founded and run the brand buy linen, silk and cotton cast-offs from couture houses then sew each piece by hand. This labour-heavy process means they can only produce a limited run of items.

Once a week, on a Wednesday (6.30pm Paris time), they restock their online shop with beautifully simple, elegant blouses and dresses that are delivered with an accompanying scrunchie. The idea is to push the consumer to reconsider how and when they shop, but also to be more ethical about their purchase. Both Leandra Medine and Emily Ratajkowski have already proudly shown off their purchases on Instagram