CELC launches new online tool to promote linen

16 Feb '21

3 min read

Pic: Linen Dream Lab

The European Confederation of Flax and Hemp (CELC) is reinforcing its digital strategy and launching a new on-line tool, Linen Dream Lab, for fashion and lifestyle designers, to promote Linen innovations by its members and partners, whether they be spinners, weavers, knitters. CELC is the European agro-industrial organisation for flax/linen and hemp.

To meet the needs of a textile market undergoing major change due to the temporary disappearance of professional textile tradeshows in their physical format, CELC is providing a digital response, launching an open-source platform to facilitate relations between its members, spinners, weavers, knitters, and their clients, brands, and fashion designers, both up-and-coming and well-established, as well as trend-setters, influencers, and journalists, according to CELC.

Based on expertise from Tagwalk, the fashion key-word search engine, the online service-tool highlights trends and innovations for each season, and supplements the Linen Innovation Book, the paper version of the trends and sourcing book published twice a year by the CELC.

The initial digital Linen Dream Lab migration offers a new experience in linen with sources of inspiration for future designs and collections through free access to the latest manufacturers’ trends, developments, and innovations. It offers easy sourcing for the materials necessary for creating new collections. The platform provides visits of collections, fabrics, and threads, through photos and videos. It provides a virtual plunge into the textures of listed fabrics, including all necessary details (weight, dimensions, compositions, available lengths). Filters can be used to search products according to their technical characteristics, their suppliers, their labels. By signing onto the platform, users can make selections and create seasonal mood-boards, then contact the manufacturers directly, CELC said.

The Information tool presents the European Linen sector in its ecosystem and helps users find the various support services that are available through the CELC like access to studies on the performance and remarkable qualities of linen, information on traceability certifications through the European Flax and Masters Of Linen labels and CSR; and Linen Story Telling. The CELC also offers linen training programmes for brands and retailers, and support for developing sales in traditional shops or I love linen e-shops, CELC said in a media statement.

“An open-source tool, agile and efficient, user-friendly, practical and full of inspiration, for members of the spinning, weaving and knitting sectors, and especially for brands from the fashion world. Facilitating exchange and the discovery of the realm of Linen possibilities to help stimulate and develop the use of our European fibre. That is the mission of the digital Linen Dream Lab, an offspring of the Paris and Milan showrooms,” Marie-Emmanuelle Belzung, secretary general of the CELC said in a press release.

Fibre2Fashion News Desk (GK)

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