MAIF, a committed insurer and purpose-driven company, is supporting the local economy and the ecological transition with its #MaVitrineEngagée project. This new initiative transforms its branches into showcases highlighting responsible brands. MAIF asked Meanwhile Boutique to be a partner for its first branch in Marseille.
MAIF: a committed insurer and purpose-driven company
The French Teachers' Automobile Insurance Mutual (MAIF) was founded in May 1934 at the Café du Marronnier in Fontenay-le-Comte, Vendée. A long-standing player in the Social and Solidarity Economy, MAIF, the "committed insurer," proudly claims its status as a purpose-driven company: it places collective interest, the common good, and the ecological transition at the heart of its approach.
Its branches across France are thus becoming hubs for concrete actions that promote local solidarity and public awareness. MAIF has enshrined five social and environmental objectives in its bylaws: to defend its members, promote collective fulfillment, contribute to a more solidarity-based society and the ecological transition, and promote positive-impact business models.
It is in this spirit that it is launching the #MaVitrineEngagée project, giving boutiques, artisans, and brands a unique opportunity to gain visibility in the branches' window displays.
Meanwhile Boutique x MAIF
A story of encounters and shared values
The idea was born around local synergy, ready to bring together talents, brands, and citizens to imagine a collective experience. It was while serving on the jury at the Marseille business pitch competition that Auguste Marques met Manon, who was pitching Meanwhile Boutique at the lighthouse of entrepreneurship (before winning the women's entrepreneurship award).
A few months later, they met again, and the collaboration was born...
#MaVitrineEngagée: a partnership for a responsible window display in Marseille
A new window display format launched by MAIF
#MaVitrineEngagée is an initiative led by MAIF, a purpose-driven company committed to the ecological and social transition. With this initiative, MAIF aims to allow its branches across France to present a theme and committed partners every 2 to 3 months. This project has a new dimension: that of spaces for inspiration and collective commitment— and thus highlighting committed local players, responsible brands, and high-impact projects.
Meanwhile Boutique, one of the first partners in Marseille
To launch the #MaVitrineEngagée initiative in Marseille, MAIF is inviting Meanwhile Boutique - an online collective of eco-responsible brands based in Marseille - to take over its window displays
#MaVitrineEngagée begins with the "ethical fashion" theme in the new Prado branch in Marseille 6th. Meanwhile Boutique was delighted to open the show with the social integration workshop 13 A’tipik Confection Textiles.
A local partnership soon regional, and perhaps national?
Through this partnership, MAIF reaffirms its commitment to supporting the social economy, alternative consumption, and positive local initiatives by offering great visibility to local players and raising awareness among its members and the general public about other ways of consuming. Meanwhile Boutique, for its part, amplifies its action and message by collaborating with a committed institutional player, and sets the tone for a first edition that MAIF hopes to replicate in other branches and cities in the South.
To discover our pieces featured in #MavitrineEngagée and support responsible consumption, explore our eco-responsible collection now.
