Why Quebec fashion retailer Simons is tackling medical aid in dying on its shopping website
CBC
Quebec-based retailer Simons made a deliberate move toward "inspiration" last month as part of a new video called All is Beauty.
The video is centred around and narrated by B.C.'s Jennyfer Hatch.
The 37-year-old died on Oct. 23 and chose medical assistance in dying (MAID) after dealing with complications and chronic pain associated with her diagnosis of Ehlers Danlos syndrome, a group of inherited disorders that affect the connective tissue supporting many body parts.
In the video, available on Simons's shopping website, viewers get a glimpse into some moments of Hatch's last month and hear her share her thoughts on life, death and her quest to fill her final days "with beauty, with nature and with connection."
Peter Simons, chief merchant for the fashion chain, says the documentary project started after meeting Hatch through the MAID program and travelling to Vancouver to talk about working on a unique film.
"We really felt — after everything we've been through in the last two years and everyone's been through — maybe it would resonate more to do a project that's less commercially oriented and more focused on inspiration and values that we hold dear," said Simons.
Simons says he thinks customers will appreciate the unconventional move.
"I learned early in my career not to underestimate our customers. They're intelligent and they're thoughtful and they want to engage in difficult conversations," he said.
"This isn't about MAID, it's really a story. It's a celebration of Jennyfer's life, and I think she has a lot to teach us."
Simons says All Is Beauty is unlike any other project for the company to date. They gave Hatch "complete control" in telling her story as they set up unique scenes and experiences for Hatch and her closest friends in Tofino, B.C.
"I think there's something lost perhaps in the corporate world today of understanding that privilege comes with responsibilities and participating in the communities where we work," said Simons.
"Sometimes it won't be necessarily easy art. It will be harder art and that's part of engagement," he said. "Jennyfer's life was a piece of art."
"We were heading into sort of uncharted territory for us," said Simons. "I think everyone was just proud that she felt that we've done justice to her philosophy in life."
Simons says Hatch and friends were given a viewing of the film. It was released Oct. 24, the day after she died.
