Dear Shaded Viewers,

Today was the launch of the first collaboration collection with Honest by. Calla Haynes is a Paris based Canadian designer. Part 1 of Calla's collection for Honest by consists of three exclusive designs for both women and men. It's all about 'relaxed luxury'. Haynes uses organic cotton satins and hand dyed cotton mesh. Honest by. reveals the whole fabrication and manufacturing process along with the transparent pricing system.  All of the printing and manufacturing of the garments are completed in Europe. The printed dress fabric is GOTS (100% organic cotton), Skin friendly and suitable for begans. The trousers are also GOTS certified (100% organic cotton). 


Calla Haynes is 29 and was born in Toronto. She's been based in Paris for the past 8 years. After Parson School in NYC she went on to work for Olivier Theyskens when he was at Rochas and then at Nina Ricci where she honed her textile and print skills. Haynes was a finalist for the prestigious ANDAM award in 2010.

Honest by is a pioneering company that was launched this past January. It is unique in communicating the supply chain of its products and the pricing. 

Bruno Pieters conceived Honest by while on a sabbatical from the fashion industry in Southern India. Next month you will find my video interview with him on Avante-Garde Diaries, directed by Jason Last… I'll let you know when the time comes.



Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.