Full Cercle：Coco Baraer Panazza 如何创建一个将可持续发展融入奢侈时尚的租赁平台

Cercle是一个具有前瞻性的时尚租赁平台，旨在帮助您打造一个有故事的衣橱。Cercle 由总部位于伦敦的企业家 Coco Baraer Panazza 创立，她的游牧生活方式意味着只能靠旅行箱和向亲朋好友借衣度日。很快，她就发现了共同拥有时尚的真正魅力--为了我们的衣橱，也为了地球。

Now, Cercle is all about driving positive change through borrowing, allowing us all to share our style and stories in an earth-loving way. We’re proud to bring this mission to 1 Hotel Mayfair, as we’ve teamed up with Cercle to bring you an effortless styling experience at our London sanctuary. Before your arrival, you can set up a 1:1 consultation with Cercle’s fashion experts, and they’ll handpick luxury designer pieces tailored to your plans and preferences. They’ll deliver your curated pieces directly to your guest room, and upon departure, you can choose to keep your favorite styles or have them picked up and cleaned without lifting a finger.

为了进一步了解 Cercle 背后的灵感来源以及我们与他们之间令人难以置信的合作关系，我们与 Coco 进行了一次访谈。她与我们分享了从公司成立初期到现在的趋势预测方法，同时始终将可持续发展放在首位。

专访 Cercle 创始人 Coco Baraer Panazza

请向我们介绍一下 Cercle 以及公司背后的灵感来源。

Cercle 是一个创新的时尚租赁平台，专为希望减少消费、获得更多时尚的个人而创立。我们相信，租赁和购买新衣一样令人向往。通过在 6 个不同城市（其中包括北京、纽约、布鲁塞尔，当然还有伦敦）的 10 年国际生活，我认识到了 "少即是多 "的风格的价值。我的衣橱里只有两个手提箱，我的衣服都是从亲朋好友那里借来的。我的风格和衣橱逐渐得到了调整和磨练--只保留我真正珍爱的东西。我很快就认识到了分享对环境的益处，而且分享很快就变得比拥有更有意义。

当我打开衣柜时，我的整个家庭、最亲爱的朋友--我的整个生活--都在那里。祖父送的衬衫、母亲送的西装外套、好友送的连衣裙、哥伦比亚之行的手工篮子。每件东西背后都有一个故事。与好友借来或交换的物品让我倍感亲切。我把它们当做自己的东西来打理，哪怕只是暂时的。因此，我萌生了创立 Cercle 的想法，Cercle 源自法语短语 "cercle d'amis "或 "朋友圈"。它还提到了 "风格共享 "的循环经济及其对环境的积极影响。我是一个经常借东西的人。我喜欢极简生活的理念，但又能最大限度地使用。借用就能实现这一点。这对我们的灵魂和地球都有好处。我们相信，精心安排的生活值得分享。

The business sets itself apart by bringing the luxury experience to the rental space and offering an end-to-end service, along with a curated inventory, including one-of-a-kind vintage and artisan-made pieces. Additionally, we aim to lead with purpose, making all our decisions through a green lens and incorporating a strong philanthropic angle into our initiatives. This includes helping several charities (The British Red Cross, Crisis, Pink Ribbon) raise funds through dedicated edits. Our vision is to redefine ownership: using rental and resale to bring people together, reduce waste, and change consumption habits for the betterment of self, style, and the planet

Cercle 与Mayfair 1 Hotel 合作的独特之处是什么？

Cercle 与Mayfair 1 Hotel 联手打造了一种独特的体验，通过独家使用我们的个人造型服务，为客人提供奢华的装备解决方案，让他们可以轻装上阵，租用他们的 "外出 "衣橱。旅行前，客人可以享受便捷的一对一造型咨询，为每个重要场合设计精心挑选的造型。选定的造型会在抵达前直接送到酒店客房，并在抵达后收集和清洗，让他们可以尽情享受入住时光。

Cercle’s style concierge helps them discover tailored outfits from our unrivaled collection of over 1,000 unique pieces from renowned international fashion houses to breakthrough local and vintage designers. All the options without the heavy bags, hours of scrolling and shopping, and a substantial environmental footprint. And if they really love any of the pieces, they can always take them home with them as a stylish souvenir. 1 Hotels x Cercle is a forward-thinking fashion concierge, doing good for our planet.

与1 Hotels 类似，Cercle 相信奢华与可持续发展可以并存。您能否谈谈这一点，以及 Cercle 如何帮助引发有关可持续发展和时尚的对话？ 

Our sustainability approach integrates every facet of our brand, from our proposition being circular by nature (our mission is to address the waste issue in the fashion industry and return pieces to circulation) to making all business decisions through a green lens (our care center has earned the B-Corp certification). We choose environmentally friendly solutions, practice reuse and recycling, and avoid business travel whenever possible.

In addition, we have recently launched our Slow Living Supper Club to bring like-minded individuals together, stimulating conversation and sharing knowledge and advice as we all navigate our own sustainability journeys. We aim to create a welcoming and inclusive space that breaks down barriers around fashion and sustainability.

我们还定期举办一些小组讨论，重新构建有关循环的对话。例如，一个小组讨论的主题是 "循环是时尚保护的未来吗？"，参与者包括被誉为 "旧衣女王 "的贝-加内特（Bay Garnett）和《世界时装之苑》（WWD）伦敦/中国市场编辑张天蔚（Tianwei Zhang）。另一个小组探讨了 "推动大规模变革并将时尚产业转变为循环模式需要哪些条件？"可持续时尚专家玛丽-费洛斯（Mary Fellowes）、帕特里克-麦克道尔（Patrick McDowell）创意总监帕特里克-麦克道尔（Patrick McDowell）和生态年龄（Eco-Age）可持续发展顾问菲利帕-格罗根（Philippa Grogan）参与了讨论。

伦敦时装周为未来几个月制定了时尚议程，Cercle 如何预测和应对最新趋势，同时确保可持续发展始终处于最前沿？

我们相信，循环经济就像购买新产品一样令人向往，从而为更可持续的消费方式铺平道路。总之，我们注重风格而非潮流，将奢华时装定义为高品质、独一无二、有故事性的单品，无论它们是来自知名时装品牌、手工艺珍品还是古董珍品。不过，由于大多数流行趋势都是周期性的，我们可以从过去的时代中汲取灵感，利用精心挑选的二手单品，轻松重塑潮流造型。