Folio: Campaign I – Honest By, Bruno Pieters

Posted by on Jul 2, 2014 in Folio | No Comments


Clean Cut Knits for a Transparent Brand


Born in Bruges, Belgium in 1975, fashion designer Bruno Pieters is known for sharp tailoring and avant-garde designs. He studied at the Royal Academy of Fine Art in Antwerp graduating with a BA in Fashion Design in 1999. Pieters went on to develop his talents with Martin Margiela, Thimister, Christian Lacroix and Antonio Pernas, showing his first couture collection in 2001 at Paris Fashion Week. In 2007 Bruno Pieters won the prestigious Andam Award – supported by the Pierre Berge and Yves Saint Laurent Foundation. Three years later however, Pieters chose to retire his label, selling much of his archive and donating the funds to a children’s charity in India.


Honest by Campaign 1


In 2012 Bruno Pieters returned to the fashion industry and launched the design collective: Honest By, the world’s first 100% transparent company. “Honest refers to the way in which the honest by online retail store operates, with an 100% transparency policy” explained Pieters. The aim of Honest by is to give customers a full awareness of what products they are buying, not only their design but also their economic and environmental impact.The brand concept comes from Pieter’s concern for the environment, animal and social welfare, in particular children’s poverty which he became more familiar with during his sabbatical in Southern India.

Honest By Bruno Pieters Campaign I has the original Pieters aesthetic with clean, precise lines of Pieters’ tailoring paired with thick knits and jersey. Following Pieters’ belief of the importance of Who over What, the focus shifts away from the images’ grayscale knit and outerwear to highlight the five models instead.

Bruno Pieters’ desire for sustainable and ethical design has moved him to offer support to the next generation of fashion designers. Launched in 2014, the Future Fashion Designer Scholarship in association with Honest By, is designed to fund an MA student’s development of progressive and socially responsible work.


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Campaign I features models Iekeliene, Rory, Ibra, Alejandro & Henna styled by Samuel Drira, photographed by Alex Salinas, hair & make-up by Sofie Van Bouwel at Touch by Dominique.

All images courtesy of Honest By



Written by Natalie Dodoo

Natalie Dodoo