LE CERCLE DE MAJE

At the heart of the initiative is a short film and photographic series directed by Juana Wein, shot at La Rosada, a vast sheep farm founded in 1880 and now led by Paula Morixe. The portrait of this land and its custodians reveals how a multigenerational commitment to sustainable farming can offer a contemporary model for responsible stewardship, rooted in tradition and respect for the environment.

La Rosada is part of the NATIVA regenerative agriculture program, which works to restore the soil. Together with a constellation of partner farms, the program is advancing a more holistic approach to farming, one that places soil at the center as the foundation of balanced ecosystems. After all, the future of soil marks the future of all our livelihoods.

The film and photography will be presented at Vie Projects as a living installation that will serve as the setting for a series of round-table conversations moderated by writer Orsola de Castro, bringing together leading voices across sustainability, second-hand, traceability, and repair. The installation reimagines the round table through a modern lens, created by French artist and designer Jeanne Tresvvaux du Fraval.

Le Cercle de Maje marks the Parisian fashion house’s first public CSR initiative, demonstrating an acceleration of commitments supported by clear, measurable results. By 2025, 70% of its collections were made with certified materials, including 80% organic or recycled cotton and 83% certified (RWS) or recycled wool. Between 2022 and 2024, the brand reduced its CO2 emissions by 7% and cut its water footprint by 41%, driven in part by increased use of recycled cotton. 100% of products are fully traceable via QR codes, and 30% of materials in 2025 collections were recycled. Maje also supports circular fashion through repair, second-hand, and rental services, works exclusively with audited production sites, partners long term with suppliers (60% with over 10 years’ collaboration), and promotes an inclusive workplace where 85% of employees report a culture of respect and equity and 65% of store managers are promoted internally.