Annabelle Kajbaf’s career as a fashion journalist began after several years of covering Jewish politics in France and world news for the Associated Press in London, BuzzFeed News, and VICE. Initially, Annabelle’s career focused on politically involved journalism. She covered the Jewish community and politics, working for notable organizations like the Associated Press in London, BuzzFeed News, and Vice. Yet despite her interest in shifting her career towards covering fashion, she found the industry challenging to penetrate.
Gradually, she started receiving invitations to fashion shows in Paris and secured freelance writing opportunities for lifestyle magazines. Her fascination with fashion grew, leading her to pursue her new path with determination. She decided to pursue her passion in the United States, finding herself drawn to the country’s innovative and edgy design scene, which compared to France’s traditional notion of couture, was more liberal.
Though her love for fashion runs in her blood, she mentioned that one of her great-grandmothers was a successful hat milliner for Chanel’s hat and accessory section, “ My great-grandmother who came from Eastern Europe, bless her heart, was able to influence my love for fashion by providing me with a level of understanding behind that impenetrable yet glamorous world.” One that we only saw on Fashion TV’s runways or nowadays, Youtube videos. After learning the ins and outs of how everything works in the industry, she later decided to focus more on how the clothing industry’s impact on the environment disrupts our everyday lives.
As she transitioned into a new chapter in her life abroad in New York City, Annabelle applied for an internship with a lady named Marie, a former journalist from France who emigrated to the US. “She married a Japanese guy and started her showroom in New York. They are a super cool couple and when I went there, I was just in awe, the concept of the showroom and the idea of representing brands. From the get-go with Marie that her business was successful because she had niche, her whole brand was focused on French luxury items.”
That was when she realized that she needed to have a specialization, one that would make her stand out from the flock.
It all began in 2010, around the time that sustainability and climate change became more than your usual hard-pressed issues. By then, it dogged the footsteps of retail, with advocates specifically calling out fast fashion brands such as SHEIN, H&M, and other high fashion brands, who are unfortunately making headlines for making 57-dollar bags in a factory somewhere in Italy. According to Kajbaf, “Lots of fashion brands will ride the bandwagon on that, though most companies don’t really care about the real thing, it’s more like a marketing stunt.”
“A lot of companies do greenwashing, it’s the perfect way of wrapping up the same thing and making it believe it’s different but it’s actually the same.”
A big corporate company costs a ton of money and even more to change a business model that has been working for years to mold it to the guidelines of the United Nations. Every single brand goes around saying that they aren’t going to use the same dyes, pay their workers much better, and produce less. But the truth is, it’s all talk.
If you check the label of an H&M collection, you’ll see that it’s only made of 30% of the cotton they say is organic. Truthfully, there are only a few governmental-approved certifications. Many companies opt for microscopic changes.
Annabelle is passionate about supporting brands that exemplify real sustainability. She noted the rise in consumer education and awareness about the human impact behind fashion. Despite the challenges, she believes there is a genuine will among some big brands to make a difference.
Innovative initiatives, such as Coach’s collaboration with independent designers and the LVMH Foundation’s support for new materials, demonstrate progress in the industry. “There are concepts out there who are truly out there, hoping to make a difference. This is why I support their brand philosophy, like Marie Adornato for bridal who specializes in summery bridal wear, Host and Var, TinaMariaShoes, Alicia Perrillo for fabulous crochet bikinis, even Pavé the Way and LUNAVERSOUL Jewelry are doing an amazing job with their respective stances on creating pieces that change, the world, also Madison Maison does fabulous jeans and handbags for great nights out.”
The best advice she can give rising sustainable fashion designers is to build a strong community and continuously educate oneself. Attending workshops, exhibitions, and fashion shows and learning from historical techniques can provide valuable insights. She emphasizes the importance of being well-rounded and understanding both art history and science.
Consumers play a crucial role in supporting sustainable fashion. She also suggests enthusiasts use social media to promote sustainable brands. In Annabelle’s case, she opts to do her research and find out which products are good for her and the environment.
For example, she takes her time with choosing the right skincare systems for her skin. ” I’m very particular about beauty products! not only because I’m French but I just don’t think putting on a lot of make-up is good for your skin at all. For skincare, I absolutely love Sheep 8 Organics, Westmore Beauty, Froyk organics and Lalicious Body Care! All of them stand out for putting out very skin and environmentally friendly products that work.” When raising more awareness for sustainability is all about raising the right kind of awareness since Policies and regulations also play a vital role in promoting sustainability. At the very end of the day, Annabelle believes in transparency and believes that genuine efforts from brands can make a significant impact.
Image by: Reinhardt Kenneth
