25 Apr, 2019
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Baserange's stunning SS19-lookbook
25 Apr, 2019
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Since I am such a big fan, I have probably shared my enthusiasm for Baserange's lookbooks before. The graphic design of the books, the photography and the stories are truly inspiring. To me Baserange stands out because instead of using slick commercially styled pictures, they photograph authentic human beings of all kinds and wrap the clothes around them in a beautiful way, resulting in an entirely unique lookbook.
Employees are the models, the company is the stage
For their SS19-lookbook Baserange portrayed employees in one of their production companies, which is based in Odemis (Turkey). This way Baserange not only shows the people behind the clothes (#whomademyclothes), but they take it to a whole new level by putting the workers of the production company in the spotlights.
Featured is an interview with Gulten Mert, wife and co-owner of the family-based production company. She tells how the company only works with natural fibers. They are specialized in silk, linen and wool. As they are the only integrated silk producer in Turkey, it means that they have had to learn everything by themselves and in turn teach the people working for them. The work is difficult, and they have to give 100% of themselves.
Empowering the local community
The workers emphasize the importance of the company for the local community.
As Gulten Mert puts it: "We feel a responsibility to contribute and empower our community. (...) The community is as tightly knit as a family. The local kids are my kids. We are not just employers and employees. We collaborate and have similar lifestyles, and we all work here together to improve ourselves. (...) We are a family."
Cetin Aksoy: "It's very meaningful work to me, and I feel lucky to earn money for work that I feel passionate about. Out here in the countryside, that's not always possible. Usually a man my age and with my physique would be working on a farm, not knitting. But I love knitting and I like to design, and I'm glad to find work doing what I enjoy. I have four children, and I wish the same sense of success and security for them."
Isn't that what we all want?
