DEMAIN by Sézane: Fashion That Educates, Empowers, and Inspires
By: Prachi Khatri
The pressure on fashion brands today is immense, with an expectation to not only produce high-quality designs in a competitive market but also to align with meaningful causes, adopt sustainable practices and deliver standout marketing campaigns. Balancing these demands can be overwhelming—brands are expected to be activists, eco-champions and creative storytellers all at once. It is no longer just about fashion; it’s about values, impact and constant innovation.
French fashion label Sézane is one of these brands on a mission to blend effortlessly chic fashion with powerful actions to make the world a better place. Through its philanthropy initiative DEMAIN, they are changing the lives of underprivileged children.
Source: DEMAIN website
DEMAIN—meaning ‘tomorrow’ in French—is the brand’s initiative for a brighter tomorrow where every kid, rich or poor, has access to education and basic healthcare systems. Morgane Sézalory founded Sézane as the first-ever digital-born French fashion brand. Since its launch online, the brand has evolved into a symbol of conscious consumerism over the years. According to the Sézane website they claim ‘Every action sparks hope and helps us imagine a better future, which we can start today.”
DEMAIN also partners with the Women’s Cancer Research Fund, a Breast Cancer Research Foundation Program (BCRF). Sézalory created the DEMAIN program in 2018, and since then the initiatives support local charities working to equalize access to fundamental rights such as health, education and culture.
DEMAIN has also been involved in medical research projects supporting women’s health and breast cancer through various partnerships all over the world, including The Pink Pony in the UK and Gustave Rossy in France, etc.
Source: DEMAIN website
Sézane has two main solidarity initiatives to support its philanthropy initiative DEMAIN. Through its Pink Wednesdays, the brand donates 100% of the net sales profits of pink creations to the program. Every 21st of the month, all of the net sales profits from solidarity creation and 10% of the day's revenue are donated to the DEMAIN.
The way this brand has included DEMAIN in its business strategy is more than a simple CSR checkbox. Ever since its launch in 2018, the initiative has raised €10 million and supported 80,000 children and adults in accessing fundamental rights, health care, education, and culture. These donations help fund everything from school supplies and sports equipment to tutoring and cultural workshops for under-resourced communities.
The DEMAIN initiative has been a part of the brand’s DNA. Money raised from this program has helped educational projects in West Africa and Latin America, as well as rural classrooms in France. Sézane's originality, consistency, and transparency help us understand that a sense of community is possible in a world dominated by egos. Morgane’s belief in community and awareness that everyone can compensate for inequality of opportunity helped her launch the program with conviction.
There is so much power in recognizing how simple gestures like respecting others and helping family and friends can make a difference in the world. Sézane has made a significant contribution to the world of ethical fashion through its sustainability and product transparency efforts.
DEMAIN financed a school in Ghana with its Pencil of Promises association. Also, with a Paris-based association, it has helped children and parents affected by chronic illness, mainly HIV. Since its creation, it has supported its partner NGOs and committed to directing funds where they are needed the most.
Source: DEMAIN website
From the limited-edition pieces to engaging videos and visual storytelling, the brand keeps its community well informed and involved within its values and beliefs. The success of DEMAIN is deep-rooted in the brand’s efforts to collaborate with organizations focused on similar goals, such as education rights, youth empowerment, after-school programs, etc. Every penny is used responsibly.
Thanks to initiatives like DEMAIN, customers feel a part of a large movement and not just passive benefactors. This philanthropy initiative goes beyond a mere marketing tactic. It has proven how fashion businesses can contribute to social fairness and influence generations. Giving back never goes out of style, and it is brands like Sézane’s proving to the world that fashion can be transformational, inspirational, and far more than just beautiful.