"Buy less, choose well, make it last"

A Small guide to Instance and Ethical Fashion.

The End of Fast Fashion

 Supporting sustainability and small businesses

The fashion industry is one of the most polluting sector in the world : 12.8 million tons of clothing end up in landfills each year. The average life of a piece of garment today is only 3 years and over half of fast fashion produced is disposed within a year.

As consumers, we have become increasingly conscious about our purchases, channeling the power of our objections to make a positive difference for the people involved in the making of our clothes and goods.

At Instance, we believe that a garment should last way more than 3 years and be worn over and over again, without being out of fashion or damaged. 

What is ethical fashion?

Fair processes | Fair prices

Ethical fashion is the recognition that there are human beings behind the clothes that we wear. In other words, it is about caring about the social and environmental impact a brand may have, and to take action to minimise these impacts.

At Instance, our production is 100% in Italy : this means fair wages and working conditions for all the artisans that make our garments.
Moreover, we only produce small sustainable runs of collection in a bid to act against fast fashion. Smaller quantities produced = more care for each piece = less waste.

By cutting all intermediaries and selling exclusively online we ensure a fair margin for our brand and fair prices for our customers.

Our passion : Quality that lasts

What makes the difference


Instance is strongly based on a passion for quality : we do not compromise on materials and only work with the best silk available.
Our workshops pay great attention to every little detail to ensure each garment is perfect. Our mission is to respect the quality of luxury at an affordable and fair price.

Our pieces celebrate the feminine figure through each collections and will never go out of style. The designer and founder, Maud, creates a conscious capsule wardrobe with fair price tags and an attention to detail that makes each piece worth investing in.

Buying Instance means buying a long-lasting piece and avoiding fast-fashion each season.

Every purchase matters

Ways to build a more ethical closet

Taking good care of your products is key. Carefully read the washing instructions of your garments to make sure it stays beautiful as long as possible.
When shopping, always think about the various occasions you will be able to wear each piece : is it just a spur of the moment or a conscious decision? How about buying vintage and giving a pre-loved piece a second life? 

Buying high-quality clothes is a very important step when it comes to building an ethical wardrobe : they will most likely remain impeccable throughout the seasons and stay in your closet for many years. Most ethical brands focus on quality for that exact reason : support them if you can! Every purchase matters!

Shop small | Shop local

A new approach to fashion

At Instance, we believe in supporting our local community and in creating jobs. That is why 100% of our clothes are made in Italy. From the pattern to the final stitches.

Instance is proud to work with our amazing seamstresses and pattern makers and to benefit from their unsurpassed knowledge and experience.

Maud designs the pieces, supervises the production and the commercialisation of the products. When you order a piece from our website, it is most likely that she will package it and ship it to you herself.

Yes, that is how small we are!


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