One of the most polluting sectors is, without doubt, the fashion system. A “j’accuse” that particularly affects fast-fashion, which annually produces around 50 micro-seasons at a very low cost for consumers, but much higher for the planet.

The fashion system, therefore, in order to survive, must offer the market a fashionable but sustainable product, focusing on the circular economy.

The circular economy is a strategically programmed system to maintain the value of materials over time, where the present products become resources for the future, thanks also to a minimization of waste and to a low impact on the environment. It differs from the linear economy, in which technological innovation aims to make products rapidly obsolete and to stimulate consumers to buy always new products, favoring the phenomenon of consumerism and the culture of the “disposable”.

That is why the circular economy is the most important pillar of sustainability.

Eco fashion is, therefore, the trend of 2019 and is based on some paradigms: waste recycling, use of vintage, choice of a low environmental impact raw material, increase in the product life cycle.  According to the report by GFA (Global Fashion Agenda) and BCG (The Boston Consulting Group), it is international sportswear brands that pay more attention to sustainability. However, even important names in high fashion have used an eco-friendly business model. First of all Stella McCartney, whose mission is to design items that last over time.

Great importance is also given to the consumer: a value production chain is created where the consumer (the reference target) becomes an important subject like a producer and all the other professionals are involved in the production process.

In an article published on May 24th 2019, Credit Suisse spoke of shared responsibility of consumers: “It is consumers who decide which items are sold, how long they are used, how they are reused and recycled or if they end their life in landfill too soon”.

This is how slow fashion was born, a new concept of fashion that is based on the use of quality products, timeless, available for more than one season; consequently the life cycle of the products increases. With this innovative trend, value is given to artisanal garments (thus also favoring Made in Italy), preparing the consumer to spend a higher price to have a product that remains over time.

Taken from:

Silvia Scotto di Santolo

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