When CQ inspires ethical brand building

my conversation with Camélia Barbachi of Chez Nous

With Insight Connect, I always look for people who don’t just talk about cultural intelligence, they live it. And Camélia Barbachi fits that profile perfectly. Born in France to Tunisian parents with regular exposure to the North African nation, she created a design language that’s a “dialogue between structure and fluidity”: French precision in cut and proportion, Tunisian openness and movement that welcomes all bodies.

She shared how her mixed identity shapes everything she does. Her references aren’t static stereotypes. They’re a contemporary lens on roots that shift across cities, cultures, and lifestyles.

On inclusion, Chez Nous builds this in from the start – modular, genderless designs in sizes from double XS to triple XL, campaigns that naturally reflect diverse genders and identities.

Sustainability is equally human‑centred. 85% of production happens in certified Tunisian workshops (GOTS, S800, ISO 9001) ensuring fair pay, dignified conditions, and safety from harmful chemicals. In France, they partner with integration ateliers training migrants, isolated women, and people with disabilities. And she pushes back on the fabric‑only focus: every step, from sourcing to dyeing, sewing and transport, carries impact and responsibility.

Camélia draws inspiration from brands like Wales Bonner (Caribbean heritage in luxury), BODE (storytelling through clothes), Stella McCartney (sustainability at scale), and Alaïa (timeless humanity). In 5–10 years, she envisions Chez Nous as proof you can scale profitably while staying true to its values: fully circular practices, a platform celebrating plural identities where everyone feels at home.

This conversation challenges us to rethink fashion’s foundations and the role cultural intelligence has to play in it. CQ isn’t just about aesthetics or visual identity, it’s also how you produce, include, and endure.

Watch my full interview with Camélia here.