Meet Mathilde, the Instagram activist

Mathilde, you are the committed young student behind the Instagram account Make My Clothes Great Again, which raises awareness about eco-responsible fashion.

For those who aren't yet familiar with your account, you address a multitude of topics related to the world of ethical fashion in a relevant and humorous way. You help your followers understand the human and environmental impact of our clothing. And you're the complete opposite of your typical Instagrammer: you very rarely show your pretty face and don't advocate excessive consumption—quite the opposite!

At JULES & JENN, we greatly admire your high-quality content and your painstaking work in making complex topics accessible. We therefore wanted to learn more about your inspirations, motivations, and future projects…

Mathilde, what was your personal and/or professional journey to creating your Instagram account? And why the name, in English: “Make My Clothes Great Again”?

I started having serious eczema problems when I was very young, and I was even hospitalized because of it. I was advised to avoid polyester and any "itchy" fabrics, because they seriously aggravated the problem. Later, as part of my higher education, I did internships with responsible companies, including one for which I had to conduct market research on sustainable linens and labels. I really got hooked around 2017. It was a real turning point. I quickly sought to raise awareness among the people around me, starting with my friends, and then gradually, people on Instagram. I made my account public, and that was it! As for the account name, it's a little nod to a famous slogan, because that sentence structure resonates with everyone. But above all, this name signifies the importance of restoring the prestige of clothing, as if it had lost something it once possessed: for me, it's about quality, the art of taking the time to craft, using beautiful materials. It evokes the idea of ​​a society where people took the time to do things properly, creating unique, bespoke pieces... Brilliant, in short!

You give young people of your generation all the keys to "consume better" and you are followed by more than 17,000 very engaged subscribers, what is the secret to this success: very "girly" publications and illustrations, a refreshing humorous tone?

I am indeed trying to give my vision of things, that is to say, I adopt a non-prescriptive stance and I try never to judge, to be moralizing, but on the contrary, to be benevolent, to show that everything is possible, to be optimistic… To inspire, in fact!

I think this vision is the essence of the account. Behind it, there's a lot of work on the account's visual identity and tone. I also prioritize quality over quantity: a bit like in my consumption! I want to create content that's always impactful, so I try to take the time to craft it well, to think it through carefully, and so on. I think that this way I avoid missteps, which only attracts kind people—I love that!

Instagram account @makemyclothesgreatagain

I hear you used to be a "fashion victim". How did you manage to radically change your consumption habits?

Regarding my fashion consumption, yes, I'm a former fashionista (haha!), and I think this phase of disillusionment was necessary for me to realize I'd gone too far. I gradually managed to change my consumption habits without forcing myself too much, little by little: first, I stopped all unnecessary, superfluous purchases. Then, I bought new items that I couldn't see myself buying secondhand (lingerie, shoes, etc.), preferably with quality labels. For everything else, it's 100% secondhand: here again, my consumption is evolving daily! I'm more demanding about the fabrics, the stitching, and the vintage of the clothes I buy than I was two years ago, for example. I think just as carefully about buying secondhand clothes because I don't want to participate in a copy of overconsumption… thrift store style!

Mathilde's humor and frankness on her Instagram account @makemyclothesgreatagain, for learning while having fun!

Many brands now infuse their advertising with environmental messages, sometimes confusing or misleading. What are your recommendations to our readers to avoid falling for "greenwashing"?

Indeed, it's a very, very big topic! In fact, it's the subject of a good part of my book. I think consumers are literally lost in the face of the "information overload" that exists today, especially when trying to go "green." It seems important to know where to start. It's a bit like a cooking recipe: you have to structure the steps. First, you can ask yourself, for example, what the item you're holding is made of: on the label, don't hesitate to check if it's synthetic, artificial, natural, or even organic and/or recycled materials, and in what proportions? Even better, if the overall offering includes a promising proportion of sustainable collections, you can ask yourself if these responsible materials are certified. Again, there's a whole jungle of labels , but the most reliable and widespread ones can be counted on one hand. We can then examine the brand's social commitments: beyond environmental commitments, does the company do its utmost to disclose its costs, locations, and production conditions? If so, it is likely already far more responsible than a brand that doesn't! If a brand does none of this and claims to be highly committed, it is certainly misleading communication.

You've just written your very first book, "Changeons de mode!" (Let's Change Fashion!), published by Eyrolles. Congratulations! What will you reveal in it, and why should we all rush out and buy it?

Thank you so much! I'm really looking forward to it! In the first part, I've compiled all my knowledge about the fashion industry. Then, I give a whole host of practical tips on our relationship with our wardrobes. In the final section, I offer what I call "all-purpose guides"—guides that will actually help people make more informed purchases and avoid being ripped off: how to analyze labels, how to recognize greenwashing, how to identify quality clothing made from beautiful fabrics, and much more! Not to mention the resources and great addresses that have undeniably helped me in my own transition. 🙂

Photo credit © Mathilde Lepage

Finally, if you had to choose a timeless JULES & JENN product, which would it be?! And why?

I'd choose a pair of white sneakers ! Sneakers are my go-to for everything: work, evenings out, holidays, whatever I'm wearing! They're a wardrobe essential and a sensible purchase, I love them!

Thank you for sharing your thoughts and for your desire to shake up the fashion world!

Thank you. :)