Camélia Barbachi Brings Sustainable Elegance to Milan Fashion Week SS25
Camélia Barbachi is the visionary founder and creative director of the French-Tunisian label CHEZ NOUS. Camélia’s innovative approach to sustainable fashion has earned her the prestigious “Designer for The Planet” award at Milan Women’s Fashion Week SS25. Selected by a distinguished jury including industry leaders from Versace, Moncler, and the OTB Group, her label was recognised for its commitment to sustainable development.
This September, Camélia will showcase her collections at the Fashion Hub of Palazzo Giureconsulti, offering a glimpse into the future of ethical fashion.
Congratulations on winning the "Designer for The Planet" category at Milan Women’s Fashion Week SS25! What does this recognition mean to you and your brand, CHEZ NOUS.?
Thank you so much! This recognition feels incredibly rewarding as it acknowledges my work and what I’ve been doing for the past three years. I started my brand from scratch with a strong motivation to make an impact, so it means a lot that all the effort I’ve put in is paying off.
Can you tell us about the sustainable development goals your collections aim to meet, and how they are reflected in your designs?
At CHEZ NOUS., the materials are woven in Europe and North Africa, carefully selected for their authenticity and durability. We use materials that are exclusively natural, organic, innovative, eco-friendly, or recycled/upcycled.
I design my pieces for everyday wear. The CHEZ NOUS wardrobe is modular—architectural silhouettes and a raw colour palette allow the outfits to be restyled and updated over time. Some elements are borrowed from traditional Tunisian clothing, creating space for the body as it moves through time, which I see as an allegory of a home.
Finally, most of my collections are produced in Tunisia, my home country, in facilities selected not only for their certifications, which guarantee fair wages and decent working conditions, but also for their commitment to minimising environmental impact through sustainable practices. I also produce in France, my birth country, in workshops that promote the inclusion of people from challenging backgrounds.
What inspired you to focus on sustainable fashion, and how has your approach evolved over time?
I’ve always been interested in fashion, but when I realised the detrimental effects the industry has on the environment and the people who make the clothes, I decided to dedicate my MBA thesis to finding alternative solutions.
After a year of research, I realised that most people aren’t ready to stop buying clothes or make second-hand their primary source of clothing. The third option is sustainable fashion: if consumers are going to buy clothes, they might as well buy those made ethically. From the conception of the brand to this day, I’ve stayed true to this principle and strive every day to ensure the clothes I put on the market are produced as ethically as possible.
How did it feel to be selected by such a prestigious jury, including Carlo Capasa and representatives from major fashion brands like Versace and Moncler?
I feel extremely grateful that my work is being recognised and validated by such prestigious institutions and brands. I’m also happy that more attention is being given to emerging designers and I believe being invited to key events like Fashion Week is crucial to spreading our message.
What are you most excited about for your upcoming presentation at the Fashion Hub of Palazzo Giureconsulti?
I’m always excited to meet new people and introduce them to my work. It’s actually my favourite part of the creation process: seeing all the ideas I’ve put into a collection come to life and watching how the public perceives and receives them.
Can you share some insights into the key pieces or themes of your collection for Milan Fashion Week?
At MFW, there will be a diverse curation of both existing and upcoming pieces that represent my brand and its DNA, including best-sellers. It’s important to showcase pieces that people already love to demonstrate that creativity and sustainability can go hand in hand in everyday wear.
How do you envision your designs impacting the fashion industry and its approach to sustainability?
I like that my designs bring a fresh perspective to sustainable fashion. Customers usually appreciate them for their creative and cultural aspects, and the fact that they’re ethically designed is a great added value. I believe that, as brands, we have a responsibility when we release something to the market, and I hope we can work with consumers to shift the narrative around what sustainable fashion looks like.
What challenges have you faced in creating sustainable fashion, and how have you overcome them?
As an emerging designer with limited resources, one of the major challenges is cost. Producing garments ethically and sustainably increases the price, especially when working with small quantities. I navigate this by convincing both suppliers and customers that it’s the right thing to do. It’s a constant work in progress.
How do you plan to engage with buyers, journalists, and industry figures during fashion week to further promote sustainable fashion?
I’ll present my work transparently, explaining what I do and how I do it. I don’t think there’s just one way to be sustainable, and to be honest, I believe that larger corporations will have the greatest impact if they change their practices. However, it’s important to highlight the younger designers who are offering alternatives.
What are your long-term goals for CHEZ NOUS. in terms of sustainability and innovation in fashion?
My ultimate goal is to continue doing what I’m doing on a larger scale and to find innovative ways for people to cherish their clothing forever.
