Kaia Gerber is one of the few celebrities I’ve set up push notifications for in pursuit of staying up to date by the minute on what the 19-year old supermodel’s wearing, reading, and eating. On Sunday, April 12, she shared an Instagram Story donning a matching black 70s-inspired leisure suit from the Los Angeles-based fashion label, LESJOUR! Instead of wearing the blouse buttoned, Cindy Crawford’s daughter wore it unbuttoned, styled with an army green bandeau, a dainty gold necklace, and sunglasses. Founded by Australian actress Phoebe Tonkin during the coronavirus pandemic, the collection is eco-conscious (made from 100 percent renewable resources) and multifunctional, meaning it’s just as perfect for weekend TV binge-sessions as it is for dinner with friends.
Tonkin gave her seven million Instagram followers their first look at the line and background about its inspiration in October 2020. “It all started during quarantine,” she wrote in the post’s accompanying caption. “I was navigating my new work-from-home reality, which also included…everything else at home, too. I was starting the day in pajamas, changing into sweatpants, adding a nice blouse if I had a video call, and then throwing a coat over it all to go to the grocery store. A few months of that had me wishing for a new uniform—something chic enough for a Zoom meeting, comfy enough to wear during a 6-hour true crime binge watch in bed, and easy enough that I didn’t have to think about it. And so LESJOUR! was born!”
The LESJOUR! collection is comprised of a tightly edited lineup of four tops, and two pants made to mix and match. I have yet to feel the material, but rumor has it that the line’s EcoVero material feels like cashmere. The sustainable textile is made from wood pulp, first produced by the Austrian company Lenzing in 2017. The material is just one piece of Tonkin’s commitment to sustainability. “Because every time a tree is cut for this fabric, another tree is planted,” she said in an October 2020 interview. That is one of the most important elements of starting my brand. Also, all our packaging is compostable. We’re not really using any hangtags or pins. We’re just trying to eliminate as much unnecessary waste as possible. Whether it’s the inside bag or the outside bag, all of it is compostable and recyclable. So all that homework is just done for everyone before.”
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