The French fashion brand creates a collection using the design ideas of its customers


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The product: Ba&sh Creative Laboratories

Why we love it: French fashion brand Ba&sh is banking on feedback-based design.

The collection, which was founded in 2003 by Barbara Boccara and Sharon Krief, appealed to its clientele to create a new range of pieces. Dubbed the Creative Lab, the six-style capsule collection was created using direct design feedback collected from customers through multi-stage online voting.

Shoppers weighed in on a variety of elements ranging from sleeve type and textile color to garment length and neckline shape.

Ba&shCreativeLab Bradie dress, $545. .jpg

“This approach to design is not only creative in terms of style, it is also creative in terms of technology,” the brand explained in a press release.

As well as offering a range of pieces created by customer feedback and ideas, the Creative Lab launch also aims to be more sustainable as direct design feedback has allowed better estimation of quantities for each design. , a point that the brand says will help limit waste and overproduction overall.

The price: $430 to $545

The retailer: Hudson’s Bay,


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