Is Promod Fast Fashion? An Expert Breakdown!
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The world of fashion has always held the world in a tight fist whether it was through elaborate corsets in the 1800s or minimally decorated tops in the 2000s. Some countries are considered as the hub or originators of modern fashion and France is a leading country on the list. France has always been associated with art and fashion, the country of artists. One does assume that most brands that emerge from there must bring something new to the table.
Promod is a French brand that was established in 1975 by Francis Charles Pollet as a family-owned boutique. It focused on making garments for women and for many years, it could only be found in France and Belgium. It was by 1990 that it began to gain enough attention to warrant the opening of more stores in other regions of the world so it expanded to Spain and other countries in Europe.
The story behind its inception is quite interesting. The brand was opened in 1975 which was a turning point for women, especially in Europe because that is the year when women’s rights were officially declared there. Promod was opened keeping the significance of that year in mind and bringing more joy in an already joyful year.
Promod can be considered a celebration for women, a brand that seeks to celebrate femininity and explore more creative designs to bring out the best in women. The brand has created a very positive image of itself that believes in spreading love, not hate. It embodies everything good, kind, and beautiful. That is why Promod is quite inclusive as well because it is made for ALL women.
Promod’s motto is
For sisters, for love, for the future, for smiles, for nature…
Let's be for women, for ALL women.
Even though Promod has gone through a few leadership changes, the foundation of the brand remains the same and that is to bring innovative fashion for women with different backgrounds and histories.
Sustainability Rating: 4/10
Category: Clothing, Accessories
For: Women
Products: Dresses, Skirts, Jeans, Tops
Style: Casual, Contemporary
Quality: Low
Prices: -
Size: -
Fabrics: Polyester, Organic Cotton, Spandex, Viscose, Elastane, Linen, Leather, Nylon
100% Organic: No
100% Vegan: No
Ethical and Fair: No
Recycling: No
Manufacturing Countries: Not Transparent Enough
Certifications: Not Transparent Enough
Promod believes that no outfit is complete without a personal touch from the wearer himself. That is why it designs its clothes in a cool and funky way so that a single top or bottom can be mismatched and worn with different other items as well. This not only lends the wearer creative freedom but also increases the lifetime of a product because it can be used in multiple ways without the customer getting bored of the item.
Most of its garments can be described with the words; flamboyant and loud. That is because Promod seeks to capture the vibrancy of life and female freedom and joy. It encourages women to break free of the restrictions imposed on them by being themselves and expressing themselves in any way that they want. To show the world that the brand is not all talk, Promod increased its size range as well to include more plus-sizes because as mentioned before, Promod is for all women.
While deciding whether Promod is a fast fashion brand or not, we hit upon a block because, unlike fast fashion brands, Promod does not regularly introduce new collections or pieces every few days. Rather, its collections arrive with every new season and are displayed for a few months before being replaced. Thus, Promod can be called a fast fashion brand with a twist.
Most of Promod’s customer base consists of young people but Promod rebranded itself to become more sustainable and inclusive so that people who were previously dissatisfied can give the brand another chance. When it was first established, Promod made skirts and dresses but with time, it also started to manufacture casual clothing including shirts and sweatshirts.
It also claims to care for the future and the environment for which it established a PROMOD FOR GOOD collection that consists of clothing made of recycled and organic materials. It wishes to take more responsible actions and reduce its impact on the planet and people. For this collection, Promod waits for customers to order before manufacturing a certain product so that no wastage takes place.
The CEO of Promod mentioned during an interview with Fashion Network that another reason behind its rebranding is to make the brand more sustainable. It started slow with only 10% sustainable materials in its garments but it aims to make it 100% by 2025. To ensure this takes place, Promod has been making use of local products and manufacturers because it allows the brand to maintain decorum and quality.
The initiative, PROMOD FOR GOOD also focuses on involving customers in sustainable efforts. It is decreasing the over-production of items and allowing customers to convert loyalty points into trees. This way customers can be directly involved alongside the brand in making the planet healthier.
However, Promod does not back up any of its claims and promises with any proof. It does not disclose its Code of Conduct or annual sustainability report, nor does it reveal the location of its factories. There is no way to verify whether Promod is taking the sustainability measures as it claims it does.
Moreover, the GoodOnYou directory has given Promod a rating of “Very Poor” for its environmental efforts and labor treatment. The brand can be accused of greenwashing because it has been trying to build its new image around sustainability but it has not built a strong foundation at all. It may have helped in planting trees but we cannot ignore how it reveals nothing about its greenhouse gas emissions, water usage, or energy usage.
Promod also uses some animal products in its items like leather and wool. It provides no evidence about using organic or recycled products which is why it has an overall rating of “We Avoid” on the GoodOnYou directory.
Promod may have some good sustainability initiatives but they aren’t convincing enough without proper evidence or reports. Promod may not be 100% fast fashion but it is not sustainable either.
The brand Promod, the history, style, our fashion communities | Promod