Ever thought about out of the box usage of baskets? You are in for a treat from Julie Moroni, Founder of Varaï. Varaï is a brand of contemporary basketry, born in Marseille. It is established around the Mediterranean sea, between Provence and Morocco. It offers a modern reinterpretation of the traditional Mediterranean basket.
By Julie Moroni
Behind Varaï, there is Julie Moroni, young designer freshly graduated from London College of Fashion, specialised in Leather goods and accessories. But there is also the influence of Sylvette -her grand-mother from Marseille- a fervent baskets collector. It is on her side that Julie has discovered the versatility of this wonderful bag-object, endlessly declinable with shapes, materials, colours.
That one amazing basket!
One day I found this amazing basket, with a strange shape. I realized that our eyes are used to see the same shapes every day, so our idea of a thing is eventually schooled to see the same shape for a particular thing. A consequence of that is we use baskets just for the beach or in summer. But why? Why could this product not be used in winter? Or as a city bag? It is this amazing basket that was a catalyst in leading to my company “Varaï”.
Varaï is a brand of contemporary basketry, born in Marseille. It is established around the Mediterranean sea, between Provence and Morocco. It offers a modern reinterpretation of the traditional Mediterranean basket. This iconic piece, embodies the perfect and eternal companion, the one which endures times, trends and generations. Varaï has appeared as a self-evident word to talk about our creations. This world is about spontaneity, a burst of laughter, liberating bustle: about every component of the Mediterranean spirit. Varaï speaks to those who are free, disobedient, warm, confident, uncompromising.
Varaï also wants to be associated with the concepts of change, respect and responsibility; Multiple responsibilities, both environmental and human. Indeed, Varaï bags and baskets have limited environmental impact. We make sure to use natural, recycled or upcycled materials, as evidenced by the main line of our collection: baskets made out of dried palm tree leaves. Every basket is unique, handcrafted by basket maker artisans
In this way, Varaï would like to pass two main ideas:
- First one is that creation cannot be separated from crafts promotion.
- The second one is that fashion can promote both aesthetical and ethical values.
The brand makes a point in creating pieces with a low environmental impact, combining the ideas of “handcrafted thing” and “doing the right thing”.
“For us, design and
crafts value creation
Staying true to this spirit, the first collection was created to be versatile. The Varaï basket becomes a multi-purpose companion, useful in both city and beach life, day and night, all year around.