What does sustainable fashion mean?

In recent years, the theme of sustainability, elbowing its way through, has managed to gain recognition even from the most famous fashion houses, triggering a chain reaction among brands and becoming a true fashion trend. Indeed, despite the challenge posed by tight production schedules, sustainability has also managed to touch fast fashion. Zara, for example, has promised to commit to using recycled or more sustainable materials such as cotton, linen, and polyester, aiming to make 100% of its garments from these fabrics by 2025. A similar approach has been taken by Primark, which in its latest campaign "Time for Change. A Better Future" presents a wide range of products made from sustainable materials. Uniqlo, on the other hand, has decided to create a capsule collection called "Dry-Ex," made possible by recycling plastic bottles, and uses innovative washing techniques that reduce water usage by 99%.

Ethical fashion or greenwashing?

Is it the genuine intention of certain brands, even the most unexpected ones, to approach a more eco-friendly ethos? Or is it just a marketing gimmick to temporarily wash their hands of it while riding the trend wave? Only time will tell. Meanwhile, many famous brands have already given a boost to their philosophy. The undisputed queen of sustainable fashion is certainly Stella McCartney, who has long demonstrated her eco-friendly ethics through various initiatives. In 2001, the designer decided to no longer use animal leather in her collections and a few years later (2008) to switch to organic cotton.

Another master of recycling is Martin Margiela, who immediately thought of giving his brand a sustainable imprint by reusing garments and, with the technique of deconstruction, giving them a new life. Dior and Burberry have said no to deforestation, aiming to reduce emissions, while Prada offers its iconic Hobo bag in recycled nylon, and Versace categorically prohibits the use of fur.

"Born To Protect" was Moncler's highly sustainable plan, including goals such as eliminating single-use plastic and reducing production waste. Even the recycling of feathers, a characteristic element in some of the brand's garments, is aimed at minimizing environmental impact. Moreover, carbon neutrality is increasingly becoming a goal among brands. An interesting initiative comes from Gucci, which has decided to purify the air by planting trees to offset the emission of harmful greenhouse gases, aware that their complete elimination is currently nearly impossible.

The new legislation on greenwashing

The anti-greenwashing legislation of the European Union, recently amended to strengthen the green transition path, has had a significant impact on consumers. Amendments to the 2005 and 2011 legislative acts, concerning unfair commercial practices and consumer rights, aim to put an end to widespread fraud in environmental marketing. This directive also puts an end to practices such as false environmental claims, misleading information about the social characteristics of products or companies, and opaque and untrustworthy sustainability labels. Finally!

Circular fashion

To avoid greenwashing, one can always turn to the second-hand market. In addition to veterans like Vestiaire Collective (recently invested in by the Kering group) and The Vintage Bar, which select vintage products from the most desired brands, there is Depop, a buying and selling platform where "those who seek, find." Italian pride, on the other hand, is Renoon, the app that collects all items or accessories made purely with sustainable materials. So, what are you waiting for? Let's kickstart circular fashion!