Meune - Why


Rethinking Fashion - Centering women, culture, community and nature.


Weavers from different Mapuche communities in San Martin de los Andes, Argentina.

Source: Courtesy of the local newspaper « Cultura Provincia », Neuquén.

Whether unconsciously or not, Nahir has been imbued from an early age with the Mapuche culture in which her hometown, Carhué, has its roots and has irrigated her spirit, seeding her future activism with Meune.

As if echoing her personal history, that of her ancestors who were uprooted and exiled in Argentina after fleeing fascism or imperialism, Nahir shares with the Mapuche the quest for a re-rooting and the reconquest of her identity.

In order to understand Nahir's world vision, it's important to talk about the Mapuche cultural keystone.

The Mapuche, « People of the Earth », is a rebellious and resistant indigenous group, oppressed since the dawn of time. They've lived mostly in the western region of Argentina and Chile, before the Spanish colonization in the 16th Century came to disrupt the perfect balance they had with nature and within the community.

Nahir understands as an adult that their Cosmovision reflects much of her own. Forms of social and political community organisation, are quite different from the Global North models, the Mapuche have decentralized and participatory politics, and protect the land as a sacred part of their lives rather than as a resource to be exploited.

The Mapuche consider nature as a « Sacred Mother », mutual aid as the ultimate balance within the community, and women as a major actor of balance between people, nature and culture.

They seek to live in balance with nature, like their ancestors. Humans, nature and spirituality complement each other harmoniously, leading them to find the Küme Mogen (« good life »). They see the world as a space they call the Nag Mapu, where animals, plants, spirits, rivers, humans and positive and negative forces of nature coexist and depend on each other in a holistic and systemic way. The Mapuche are attached to the idea of defending life, their own and also that of other species, because they all respond to the same circle of life, whereas in the so-called « developed countries » have a more depredatory, life-destroying conception of development.

The community relationships are based on the interweaving of reciprocal exchanges of goods and services at all levels of the social organisation, making these exchanges as relevant and decisive identity markers as language, religion or territory.

Women play a major role in the transmission and preservation of nature, history and ancestral culture. Considered the guardians of an ancestral know-how, they pass on to the new generations not only their weaving skills but also their extensive knowledge of nature which provides the raw materials necessary for their creations: the wool, the fruits, leaves and flowers used for the dyeing. A fertile and sacred cooperation with the Ñuke Mapu (« Mother Earth »).

At Meune, nature, craftsmanship and women, as the centrepiece of the Mapuche cultural keystone, are at the heart of our concerns and commitments.

Weavers from different Mapuche communities in San Martin de los Andes, Argentina.

Source: Courtesy of the local newspaper « Cultura Provincia », Neuquén.


Contributing to the preservation and appreciation of the Andean living heritage in South America.


"Monte Fitz Roy". Andean Patagonia, Argentina.

Meune is a « slow fashion » brand that claims a reasoned local production, making high quality upcycled fashion pieces in very limited series, produced on demand, and using repurposed Haute Couture fabric surplus from exclusive French Houses. Meune singularity is based on the valorization of traditional weaving by adding artisanal textiles handmade by Indigenous communities in South America as decor for clothes manufactured in Paris.

Of Argentinean origin, nourished literally and figuratively by the Mapuche land, Nahir, Meune's founder, has forged the meaning of her life through years of education turned towards the Earth and towards the others. She has always been very receptive to the interrelation between people, territory, cultural heritage and nature.

More than ever, she’s aware that providing help to the Mapuche, and to the indigenous people in general, means defending the idea that another, more virtuous way of life exists, that a more « sustainable » way of living is possible, one that takes into account natural, cultural and human capital. Nahir thus formulates its raison d’être, which quite naturally becomes that of its brand: Meune.

As a return to our roots, Nahir invites each one of us to think about our relationship with nature, people and our identity, to reconcile the two worlds of past and the present and thus to create together a better way of living for all.

  • Because cultural and natural heritage embodies the same idea, that of the common good.
  • Because the Global North's notion of development depredates and destroys life.
  • Because the management of ecosystems according to a sustainable development approach is more virtuous than the approach based on market logic.

Meune’s raison d’être is to contribute to the preservation of the living natural and cultural heritage of South America, and to contribute to the sustainable development of our society through the respect for human rights, biodiversity and cultural diversity:

  • Preserving the environment and all living beings, without depleting our natural resources.
  • Placing solidarity, respect and mutual aid at the heart of our work and relationships.
  • Valuing cultural skills and traditions to preserve their identity and history.
  • Celebrating the role of women, who transmit traditional practices with a central role as educational figures.

Meune wishes to take you on a symbolic transatlantic journey where Nature, Humanity and Culture are celebrated and fostered. Valuing the Andean traditional weaving know-how and cultural heritage as a quest for nature and human balance.

"Monte Fitz Roy". Andean Patagonia, Argentina.