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TODAY IN OUR LENS: FRANCIS STORIES

Photography by Francis Stories

A BRAND WITH A SIMPLE AND THOUGHTFUL APPROACH, FRANCIS STORIES BELIEVES THEIR ‘SPECIALTY’ IS NOT REPRESENTED THROUGH HOW THEIR PRODUCTS LOOK, BUT MORE ON THE WAY HOW THEY ARE CREATED. HERE, WE INVITE YOU TO DISCOVER MORE ABOUT FRANCIS STORIES AND THEIR NEW COLLECTION.

Words By Daria Müller Velasquez

Сlose your eyes and imagine that you are standing by the ocean. The wind ripples your hair, the air is warm and humid. You observe how black sand meets the waves. You feel comfortable being alone with Nature and you feel like dissolving in its gentle embrace.

The Portuguese brand Francis Stories, known for their woollen garments that stand out for their extremely soft and comfortable touch, as well as for their elegant designs, offers you to become a protagonist of their story. At the beginning of September 2020 they released a dreamy Autumn/Winter story-collection named ‘Humus’ (comes from the Latin word meaning ‘earth, ground’), made using sustainable materials and drawing inspiration from the virtues of humus and all the significance it bears on the great picture of Life. 

The story-collection has a simple, yet delicate design that provides versatility to the wearer, for a variety of settings. Natural-like colours, spontaneously found in the environment, range from an off-white, through to all different variations of light brown, earthy tones, as well as dark, and more camel tones. The colour palette perfectly matches the yarn chosen; a blend of superfine wool with the softest alpaca wool, which is very textural and light.

Photography and Pieces by Francis Stories

“Nothing is ever old in Nature, but rather an opportunity for something new.”

Photography and Pieces by Francis Stories

The name of the collection was not chosen by chance. ‘Humus, as a product of the inevitable decaying and perishment of all living things, is humbling as a concept, as proved by the fact that both terms share the same word-root. But as humbling and raw as it may be, humus holds the richness and provides all the necessary conditions to nourish new forms of Life. In its essence, this story-collection honours the cyclical and ever-renewing essence of nature, by taking what it provides and giving it a simple, delicate and natural-like new life’ – says Sónia Mota, a Founder of Francis Stories.

Being originally from a small rural town located on a Portuguese island in the middle of the Atlantic Ocean, Sónia Mota has always had an immense curiosity and passion for design, especially when it came to fashion. ‘It was something so appealing to me throughout my childhood and teen years, and I first consumed as much glossy fashion magazines as I could, and later, with democratization of the internet, I started spending almost all days long browsing through fashion blogs and fashion news platforms.’

After entering university in Lisbon, Sónia dedicated herself to studying fashion design and branding. Later on, obtaining a Master of Arts, she decided to create her own fashion brand. ‘I had to make a choice between a few options I had at the time, and all things considered, I realized I would be much happier working on the creation of something ‘mine’, with my aesthetics and my core values. The independence and the joy of working on something that is my own, that reflects exactly who I am and what I stand for, are probably the two main factors why I decided to create my own brand.’

“Good stories are always relatable and personal ones.”

Asking about the brand’s name, Sónia informs us that it was chosen based on two main premises; ‘On the one hand, we are very story-driven, and not only in the sense that we always want to deliver a message with each new collection, but also in the sense that we create each of our collections to be more viewed as good quality stories. This is the idea behind the ‘Stories’ component of the brand name. On the other hand, good stories are always relatable and personal ones, hence the creation of this ‘Francis’ personna, which represents no person in particular, but is the personification of the brand, with a name that’s soft and elegant, a name for someone you feel you can be good friends with and share life stories with.’

Francis Stories sustainable approach is based on two main dimensions: using only high-quality natural materials and upholding the highest ethical standards. They work every day to create garments that their customers can wear for years, both by designing thoughtful and aesthetically impeccable pieces that do not lose relevance with the turn of a season, and by investing in the highest quality natural materials and most skilled workers to create garments that endure through time.

Talking about the future, the designer notes that she hopes that more and more people embrace the causes they stand for. ‘We want to reach out to wider audiences and deliver the strong message of changing the course of fashion consumption into a thoughtful, long-lasting, and ethically concerned one. We believe we’ll be able to continue expanding this idea among wider audiences. And we want to inspire other new brands by showing them a possibility to uphold these values and reach consumers. We don’t aim to be the exclusive option for like-minded consumers, but we aim to be a positive part of the change in the fashion world and give a strong contribution to it’. 

Photography and Pieces by Francis Stories

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