Atelier b.: family matters
COMMUNITY... here is a wavering concept, a shape-shifting social entity. With it comes a mindset, a fabled "sense of community" to which younger generations (including mine) are said to be oblivious. Indeed, as generational and technological changes redefined social interactions and what it meant to belong, at some point, communities did seem to vanish in favour of individualism. Although, saying that the Y and Z generations, among others, didn't care or know how to maintain a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals, is fallacious. Civilization changed so quickly that community had to be reinvented, recreated from scrap. We just didn't know where to start from.
 
Family: the first community a human being usually belongs to. After the 1950s' baby boom, families got smaller. We wanted to make them big again, hence friends joined the relatives' ranks.
 
A family of friends... that is probably the best way to describe the spirit behind Montreal's workshop/simply chic clothing line atelier b. The company, founded by Anne-Marie Laflamme and Catherine Métivier in 2009, became much more than just a garment boutique. These two young designers had a vision and stayed true to it. With relentless effort, their workshop didn't just end up being successful, it also gained a soul. Set in an old hat factory on Saint-Laurent boulevard, in the outskirts of the Mile-End borough, the little shop morphed into a venue, hosting cultural exhibits, book launches, live music shows and social events. It mobilized an artistic and sensible clientele, a mix of relatives, friends, sympathizers, neighbours, associates and contemporaries. To all of these people, atelier b. was either a safe haven, a cultural trendsetting lighthouse, an innovative-old fashioned clothing workshop, a boutique dedicated to local artistry, a den of humane intelligentsia, or all of the above.

For the past five years, Laflamme and Métivier meticulously crafted a dream that gave birth to a community, a family of friends. These young entrepreneurs held on to their idea of what society could be... and handed us quite a gift by doing so.

I was thrilled to compose an ambient piece to complete atelier b.'s teaser for its summer clothing collection. In a way, this photo montage illustrates the sense of community according to Anne-Marie Laflamme and Catherine Métivier.
 
 
Atelier b.: family matters
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Atelier b.: family matters

Photo montage teaser for atelier b.'s summer clothing collection.
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