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HOW THE WOMEN OF SEEME GAVE BIRTH TO A CONCEPT FOR MEN


SeeMe is  endeavoring  to  pioneer  a  world  of  Fair  Luxury,  of  beau:ful  jewelry  with  a  soul.  SeeMe  is  a  fair   trade  brand  producing    precious  metal  necklaces  and  bracelets  as  well  as  accessories,  all  handmade  by   Tunisian  women  who  have  been  vic:ms  of  violence.  By  working  with  SeeMe  these  women  are  now   independent,  empowered  and  free.   Caterina  Occhio,  Founder  and  CEO  of  SeeMe,  is  a  former  development  aid  manager  with  over  15  years   experience  in  suppor:ng  employment  and  ins:tu:onal  reform.    She  worked  extensively  for  the  European   Commission,  different  UN  agencies  and  from  2002,  she  specialized  in  the  socio-­‐economic  integra:on  of   women.  In  2007,  Occhio  became  the  secretary-­‐general  of  the  SEED  Founda:on  leading  two  projects   suppor:ng  socio-­‐economic  inser:on  of  disadvantaged  women  in  Turkey.  Both  endeavors  were  elected  as   best  prac:ce  by  the  Dutch  Minister  of  Foreign  Affairs.  In  2008  she  was  leader  of  the  team  charged  with   improving  the  effec:veness  of  external  aid  within  the  European  Commission.  In  2010  she  was  EU  Policy   Advisor  for  social  inclusion  for  the  new  employment  strategy  in  Tunisia.  


The SeeMe  #heartmovement  was  launched  at  PiV  85  in  January  2014.  Several  fashion  professionals   and  fashion  icons  became  our  tes:monial  and  have  already  been  portrayed  with  our  heart:     from  Suzy  Menkes  to  Angela  and  Rosita  Missoni,  Andrea  Panconesi  of  Luisa  via  Roma,  to  Antonella  di   Pietro,  the  Crea:ve  Directors  of  Karl  Lagerfeld,  CEO  of  PiV  Raffaello  Napoleone,  Armand   Hadida  from  L'eclaireur,  Mario  dell’Oglio  and  Beppe  Angiolini,  actual  and  former  Presidents  of  Italian   Chamber  of  Buyers,  Roberta  Valen:ni  from  Penelope,  Diane  Pernetand  Bruna  Casella  di  Etre.     The  hearts  are  at  the  core  of  all  our  collec:ons.  They  are  links  of  the  love  chain  we  build  to  replace  the   chain  of  violence.  Each  of  them  is  uniquely  handcraaed  in  Tunisia  by  women  trained  as  ar:sans  coming   for  the  shelter  home  run  by  the  Amal  associa:on.  Our  girls  are  supported  by  two  master  ar:sans  and  an   experienced  manager.


Extending the  concept  into  a  range  for  men  was  a  natural  evolu:on  for  SeeMe,  as  the  issue  at  the  center   of  the  organiza:on's  proposi:on  relates  directly  to  the  rela:onship  between  the  genders.    To  help  realize   the  men’s  range,  Occhio  approached  designer  and  mul:-­‐crea:ve,  Liam  Maher.    In  addi:on  to  his  primary   role  as  Design  Director  for  Denham  in  Amsterdam,  Maher  is  also  known  for  collabora:ve  art-­‐based   projects  which  explore  menswear  tradi:on  and  masculine  iden:ty.    

“Since mee)ng  in  Florence  during  a  project  with  Art  Comes  First,  Caterina  and  I  talked  at  length  about  her  ambi)ons   for  SeeMe.  Her  essen)al  concept  immediately  took  hold  my  imagina)on,”,  recounts  Maher.    “the  tragic  irony  and   potent  metaphor  for  me  related  to  the  core  rela)onship  between  women  and  men".  Inspired  partly  by   Shakespeare’s  line  from  Macbeth;  ’no  man  of  woman-­‐born’  and  the  indelible  truth  that  symbolically  all  men  are   sons  and  all  women  are,  at  least  poten:ally,  mothers,  -­‐Maher  con:nues;  “when  magnified  through   this  lens,  already  reprehensible  acts  of  violence  perpetrated  by  men  against  women  are  revealed  as   that  much  more  unnatural  and  corrupt.’  


This perspec:ve  led  to  development  of  the  new  men's  concept;  motherSon.     To  preserve  SeeMe’s  crea:ve  ethos,  Maher  started  with  the  original  heart  design  and  rolled  its  ends  into  a   double-­‐spiral.    The  resul:ng  insignia  is  a  transmuted  infinity-­‐sign  evoking  hope  that   seemingly  infinite  spirals  of  domes:c  violence  can  be  reversed.    The  insignia  also  represents  an   ampersand  hin:ng  at  the  poten:al  rejoining  of  spirits  as  well  as  the  leeer  S;  the  last  leeer  in  mothers  and   first  leeer  in  sons.  The  motherSon  emblem  is  craaed  by  hand  by  the  same  jewelry  ar:sans  in  Tunisia  and   Turkey  who  create  the  original  SeeMe  hearts  for  women.  


The motherSon  concept  launched  at  PiV  Uomo  with  a  range  of  ini:al  prototypes  consis:ng  of  simple   leather  and  braided  wrist-­‐cuffs.  Examples  were  fashioned  from  premium  natural  vacheeas,  tumbled  and   waxed  full-­‐grains  as  well  as  specialty  skins  reclaimed  from  the  boeom  of  the  North  Sea  and  repurposed   “reject”  hides  in  dark  naturalis:c  tones  and  finishes.  Each  was  hand-­‐dipped  in  liquid  rubber  and  the   dis:nct  precious  metal  motherSon  insignia  was  individually  hand-­‐s:tched  on  each.  This  inaugural   presenta:on  was  accompanied  by  special  object  d’art  created  for  the  launch  

OBJECT D’ART   motherSon  bespoke  bag  by  Alexander  Fielden   motherSon  tailor’s  scissor  by  Tine  Goedhart  inspired  by  Art  Comes  First   motherSon  silver,  brass  and  steel  facial  grill  by  Liam  Maher   watercolor  by  Maea    


Photography by  Melody  Lieaink  


motherSon was  also  selected  to  par:cipate  in  PiV’s  innova:ve  Alterna.ve  Set  program  where  a  short  film   developed  expressly  for  the  launch  by  Maher  in  collabora:on  with  David  Schagerstrom  was  premiered   alongside  an  informal  exhibi:on  of  special  portraits  by  Melody  Lieaink.  


motherSon silver,  brass  and  steel  facial  grill  by  Liam  Maher    

Photography by  Melody  Lieaink  


Photography by  Melody  Lieaink  


motherSon tailor’s  scissor  by  Tine  Goedhart  inspired  by  Art  Comes  First    


seeme.org for  more  informa.on  

Profile for Energy Plan Creative

motherSon by SeeMe  

How the women of SeeMe are bringing a new men's concept into the world of fair luxury. https://vimeo.com/131090773 www.seeme.org for more...

motherSon by SeeMe  

How the women of SeeMe are bringing a new men's concept into the world of fair luxury. https://vimeo.com/131090773 www.seeme.org for more...