Artisanship

The value chain of Zazi and EFI is fundamentally centred on artisanship. Zazi focuses on shifting the gaze from models to maker and facilitating their rich craft to the world which is being invisibilized in today's fashion industry.

As the facilitator who wished to connect the artisan and fashion worlds through origin stories, Jeanne de Kroon established the brand from the grassroot. In contrast to most brands, where inspiration and concepts are set by the design team and move down to production, at Zazi collection, decisions are made based on the needs and themes that the entire community is experiencing. This is a different approach which proceeds to co-create with the entire system.

Because of the need to rethink regenerative economic structures with a diversity of thought and system, these shifting times are ideal for working with artisans. Through collaborations like this, artisans not only develop a community but also get a global platform to showcase their skills and craft. That's where programmes like EFI step in, bridging the gap between the community of artisans and the known international brands. They work with companies that prioritise the interests of internal and external stakeholders over those of shareholders and support long-term collaboration with artisans. A prolonged association with artisans has a positive social impact and provides them and their family stable employment.

These associations need to be recognized by the top management of the company when collaborating with artisans. Additionally, the sector requires sensible top level management aware of the artisans' slow paced working ways as each piece is uniquely handmade. To increase artisanal capability and enable circularity, overall consumer awareness and effective advertising are needed.