The moments mounting to the performance were nail biting yet thrilling and liberating at the same time. Here we were, in the corridors of Brussels Central Station, with 70 women – friends and long time clients – all dressed in FAÇON JACMIN for this unique experience. In a heartbeat, with the curious glance of commuters, we were standing in the middle of the crowd to execute a 5-min performance. Just two days ahead of the international day for the elimination of violence against women, we made the grounds of Brussels Central Station shake.
For the occasion, a few upcycled oversized denim shirts were hand crafted in Alexandra’s Paris atelier and in our Antwerp denim lab. The shirts were recrafted from old vintage jeans and denim clothing gathered during our ‘denim collect’. These were designed for our DENIMIST women to wear during the performance. A selection of the re-crafted denim shirts will be sold online shortly and 10% of the proceeds will be donated to the non-profit organization “Touche Pas À Ma Pote”, which fights harassment of women in public spaces.
The moves we performed were meant to liberate women’s gesture and were focused on well being and relaxation. One notable movement was what we like to call “the chewing gum”, an act of free twisting and spiraling. An outrageously goofy move, but you know how goes the saying “the most important thing is to have fun”. Together our energy felt infinite.
DENIMIST means to fuel women, to encourage them to do things they have never done before, through various creative projects. It focuses on different causes in line with our values, such as sustainability, gender equality, human rights or mental health for instance. Much like Ann Brashares’ book The Sisterhood Of The Travelling Pants, in which 4 best friends hatch a plan to stay connected by sharing a pair of secondhand jeans - we believe that denim can bring us together and our collective creativity can bring forward positive action.
We couldn’t be more proud of this first event, many thanks to our most energetic core, you Anne, Barbara, Charlotte, Debora, Elisabeth, Fabienne, Greet, Helen, Ilse, Julie, Laura, Marie, Nathalie and many more. This project is our first and won’t be our last. DENIMIST is to encourage women to do things they have never done before.
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