This French-Tunisian Label is Rooted in Consciousness and Culture

What does it mean to feel at home, even when you're far away? For many in the diaspora, it’s a question of identity, rooted in the traditions and memories that travel with them. For Camélia Barbachi, it was this sense of belonging that inspired the creation of Chez Nous, a slow fashion label that bridges her French-Tunisian heritage with a commitment to ethical production.

Growing up in France, Barbachi remained connected to her North African roots. “I was super excited for summer in Tunisia, where I would explore in more depth my grandma's traditional garments and jewellery,” Barbachi tells Scene Styled. Yet, fashion wasn’t initially her way of expressing this connection. It wasn’t until the global shakeup of 2020 that Barbachi found herself drawn to creating something that resonated with her background and values.

"I had just spent an academic year investigating the impact of fast fashion, and I felt the ethical fashion offer was lacking creativity but also inclusivity," she says. “I just thought to myself ‘maybe that's something I can bring to the table,’” Barbachi notes

This realisation was the catalyst for Chez Nous, a brand that seeks to bring people together through fashion that is both ethical and deeply personal. The name, she explains, came naturally. “In Tunisia, they call us the 'chez nous là-bas,' which means 'at home over there,' referring to Tunisians from the diaspora. I thought, why not embrace this identity?”

Launching a slow fashion brand from scratch, especially as a young graduate, came with its fair share of challenges. Financing was a significant hurdle, particularly because Barbachi insisted on the highest ethical standards for every part of the production process. "When you decide to do things ethically, everything is expensive: from fabrics to manufacturing to packaging," she explains. To overcome these obstacles, she turned to crowdfunding, successfully gathering over 250 pre-orders in just one month.

With her first collection funded, Barbachi was able to focus on what truly mattered: quality over quantity. This philosophy continues to guide the brand today, ensuring that each piece is meticulously crafted, with the strictest standards for sustainability and ethical production.

Chez Nous' garments are produced in Tunisia and France, where Barbachi works with ethical workshops that guarantee fair wages and working conditions. “It was important to me that the brand’s values were reflected in the entire production process,” she says. This sense of responsibility extends to every aspect of the business, from fabric sourcing to packaging, and is a key element of the brand’s growing reputation.

From traditional North African wear to the rich colours and patterns inspired by Tunisian architecture, Chez Nous is a celebration of cultural identity. "I've always been very proud of my Tunisian heritage," she tells SceneStyled. "My brand is an outlet for me to pay tribute to that and celebrate my identity through art." One of Barbachi’s personal favourite pieces is the "Anwar" overshirt, inspired by the traditional Tunisian ‘dengri’. "It’s an ode to the immigrants who worked hard so that my generation could have a better life," she says.

As the world begins to grapple with the environmental and social consequences of fast fashion, slow fashion is increasingly gaining momentum. Barbachi sees a promising future for the movement. "As people become more aware, I think the demand for ethical, high-quality, and timeless pieces will grow," she says. At Copenhagen Fashion Week, where she recently participated, brands were required to meet stringent sustainability criteria - a positive sign for the industry’s future. “It made me quite optimistic about what’s to come.”

For Chez Nous, the goal is to lead by example, offering consumers an alternative to fast fashion by promoting clothing that’s not just stylish, but meaningful. "We aim to inspire a new generation to embrace slow fashion as a lifestyle, not just a trend," Barbachi tells SceneStyled.

Three years after its founding, Chez Nous continues to grow, with Barbachi navigating the notoriously difficult fashion industry as a newcomer. Her dedication to sustainability and ethical practices earned her a nomination for the "Designer for the Planet" category at Milan Fashion Week, a significant milestone for the brand. "That was definitely an important milestone," she says.
Ultimately, Chez Nous is a message of connection; to our roots, to each other, and to the world around us. As Barbachi tells SceneStyled, "It's about creating a sense of home, wherever you are, through clothing that embodies culture, consciousness, and authenticity."