Tuesday, May 13, 2008

I'm quite interested in Butcher Couture an ethical fashion company that was founded by Babou Olengha in October 2007. It specialises in organic bovine leather but it's incredibly difficult to get a sense of the clothing online. There are a number of reasons for this, the first is that the website has been written in flash, that means that when you use the label as a search term in google it only picks up the front page and a breast awareness PDF press release. Oddly the site is titled launcher rather than Bucher Couture on google so it's not obvious that you're going to the correct page unless you look at the URL.

The use of flash means that you get an immediate sense of the brand, the marketing aims of the company but not of the products that Butcher Couture is producing. The introduction, as with all flash sites, is long and boring, it takes an age to load up and tells you very little if you are there to look at fashion items. You then have to navigate through more windows until finally you can look at the Autumn/Winter 2007 collection. Whether there is a Spring/Summer 2008 collection cannot be discerned online so it's possible that Butcher Couture no longer exists and is simply a name floating around the Internet. The site isn't finished, the Archive and Track and Trace features do not work, you cannot exit from the equation feature, news is somewhat out of date specifically because the site is a season behind.

This is an honourable idea, it's been branded well and obviously got some attention in the latter half of 2007. Even now the pink wedding dress that Jemma Sykes created for the label is getting some attention online but I can't discover anything about the clothes in a broader sense and that strikes me as odd. The brand, the name, the ethic is interesting but what about the garments, shouldn't they take precedence?

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