Chere Di Boscio has had a long and interesting career. With several degrees under her belt, she taught at London’s prestigious School For Oriental and African Studies for a decade before moving full time into editing magazines in fashion capitals around the world. After living and working in Paris for five years, she became frustrated at the lack of consciousness in the fashion world, and decided to do something about it.
Today, she resides in the Andes in South America, where she grows her own food and rescues animals – as well as edits magazines.
I recently had an opportunity to interview her, and it was really inspiring to ask her questions about her journey and why she created Eluxe Magazine. I love when women go after their dreams, and I really admire Chere for what she is creating in the online world for vegan fashion and beauty. So, without further delay let’s get into the equations!
What made you launch Eluxe Magazine?
I was working in Dubai, London, and Paris, editing glossy magazines, like Velvet, Stiletto, Prestige and others. Almost all of them were promoting leather and fur, diamonds, private jets, etc. Things that I knew were contaminating the Earth and causing pain and suffering for animals. One day, I was editing an article that praised Jay Z for his fashion sense – and it focused on his ELEPHANT skin shoes! I almost threw up. I was just fuming inside, and thought: I cannot work in an industry that promotes and praises monsters like him. I looked for a magazine that focused on eco-fashion that I could edit, but I found none. Zero. So I decided to start one myself! That was back in 2013.
What’s the vision for Eluxe in 2020?
I really want to focus on empowering others this year. I realise that there is strength in numbers, and now that the likes of Conde Nast and Hearst publications are moving into the area of sustainable and even vegan fashion and beauty, I think it’s important that we all work to big up the pioneers in this field, such as yourself and others. I feel like our thunder is being stolen a bit – I mean, do you really think Vogue cares about animal rights? I want to use Eluxe as a platform to showcase bloggers and brands who have – and who have always had – sustainability and ethics deep in their hearts – not brands that are jumping on the bandwagon because marketing research shows that this is what Gen Z is demanding, for example.
Are you making any fashion resolutions for 2020?
I do adore fashion – absolutely love it! The glamour, the fabrics, the styling, the way it makes you feel. But in practical terms, my daily life involves the same pair of Wellies, yoga tights and a sweater, worn every day. I live in the countryside, and things like high heels and dresses are just impossible to wear! Even if I dress up nicely here, one of the dogs will just jump on me, and in seconds flat, the outfit is dirty. So, I guess my only fashion resolution is to feature in Eluxe all the beautiful clothing I wish I could wear!
Why did you decide to phase out the use of eco-leather and fur in Eluxe Magazine?
At first, I thought, ok, I don’t wear animal products, but I get that others do, and Eluxe is aimed at a broad audience. I did feature some brands I really love, like Rebecca Jane, who makes bags out of vintage leather coats, and Rocket, who makes bags from recycled car seat leather and seat belts. I actually don’t see anything ethically wrong with that – I feel like if an animal died decades ago, the least we could do is honour that animal’s life by wearing it for as long as the fabric is viable.
However, I started noticing a lot of women wearing vintage fur in London – and then I saw a company that was making NEW fur coats in a ‘vintage style’, and I realised the was no way to tell what was vintage and what wasn’t anymore. And wearing vintage fur was giving off the message that it’s ok to wear fur.
Honestly, I still believe that vintage anything is better than buying new, but I just didn’t feel comfortable promoting the idea that wearing animals is fashionable. Now that there are more sustainable vegan brands out there, making ‘fur’ coats from upcycled materials and bags from plant-based fabrics, I feel much better about promoting them.
How are the Eluxe Awards helping vegan brands become more mainstream?
The whole point of the Eluxe Awards for Sustainable Luxury is to honour brands in that arena, and to show the world how incredibly luxe eco-fashion, beauty, jewellery and travel has become. At first, the Awards weren’t vegan, but last year I decided to make that a criteria to pressure the brands a bit – to show them that even if they are sustainable, they could still do better. For example, if they’re using silk, they could switch to peace silk. That being said, I am still not fully on board with some vegan things: for example, given the very serious decline in bee numbers, I think beekeeping is a great thing. It helps us understand more about why the bee numbers may be declining, and incentivises beekeepers to fight whatever is causing bee deaths.
What is the future looking like for vegan fashion bloggers, in your view?
I think they need to up their game – as competition grows, it’s likely the big publications will select a few ‘golden children’ who will dominate the entire market. For example, Chiara Ferragni and Suzi Bubble are two fashion bloggers who somehow caught the attention of the mainstream media, and the result was that many others were basically ignored. With Kourtney Kardashian’s Poosh, for example, you can see how a multimillionaire celebrity is now competing for market share with smaller vegan bloggers.
Why do you think vegan fashion is growing so much?
A little bit of it has to do with trends, a little bit has to do with people becoming more conscious of animal suffering, and a little bit of it has to do with Netflix! Seriously – I think documentaries like The Game Changers and Forks Over Knives has done a lot to boost the vegan cause. But watch out – there is apparently an anti-vegan documentary coming out on Netflix soon, too.
Is the future of fashion ethical and vegan?
I would like to say yes. There’s no doubt that ethical, vegan fashion has grown by leaps and bounds over the past decade, and it’s now well known that anyone who is concerned about the planet must also be aware of the impact the billions of animals raised for slaughter has on it – it’s extremely negative! From water pollution to increasing CO2 levels, animal husbandry is very bad for this Earth, and going vegan is the best contribution each individual can make to improving the state of the world, no doubt. But as with anything that’s trending, there could well be a backlash….so when that day comes, we just need to fight back, that’s all!
That concludes our interview, and I absolutely loved getting to know Chere and asking her all these insightful questions. You can head over to Eluxe Magazine to read all the amazing articles that are published on there. To know more about the Eluxe Awards – simply click the highlighted text which will directly take you to the website. Chere has definitely inspired me a lot with her vision for Eluxe Magazine and I am sure you feel the same way after reading this interview.