French fashion label ba&sh announced that effective June 2024, it has joined the ranks of B Corp certified companies, awarded to environmentally and socially responsible corporations in the public interest.
This B Corp certification measures company’s global impact and certifies that it adheres to high social and environmental standards in five areas (governance, workers, environment, community, and customers.)
As of June 2024, there are currently over 6000 Certified B Corporations in more than 80 countries and over 150 industries. The first step toward this certification is to obtain a verified score of 80 or higher on the B Impact Assessment, and the standard score for certified companies is 80.9. However, the score that ba&sh received this time was 98, which would indicate that the company received a very high score compared to other certified companies.
Message to the Future as a B Corp Certified Company
The company also unveiled a new campaign to “affirm its commitment to giving future generations a voice” while communicating its message as a B Corp certified company. The new campaign focuses on children along with the company’s upbeat image.
The company commented, “ba&sh is pleased to announce its B Corp™ certification and its commitment to future generations by giving them a voice.” and continued, “Who better than children to represent the optimistic action that drives us?”
In the campaign video, children pretend to be ba&sh employees and explain the company’s initiatives and philosophy. The final scene shows the children laughing happily and ends with the company’s vision message, “Walk on the Bright Side.”
ba&sh is a women’s fashion label founded in 2003 by Barbara Boccara and Sharon Krief. The label has gained popularity for its unique Parisian style, which combines free expression with easy, fun elegance, and today has over 400 stores worldwide.
Commenting on the B Corp certification, Boccara and Krief said, “When we created ba&sh in 2003, our children were still young. Our brand has grown, our teams have grown and we have always kept it in our hearts to create clothes with a positive attitude and the desire to do better. Seeing ba&sh officially certified as a B Corp™ fulfils the promise we made to ourselves. Congratulations to all the ba&sh teams, we did it!”
