top of page
  • ritabiancardi

The future of fashion is green

Updated: Dec 2, 2020

Placing the business activity on a binary balance of eco-sustainability seems to have become fundamental today to achieve a positive ethical-promotional union.

It may seem peculiar to describe fashion as a social issue, but the data relating to the environmental and human impact of this industry are more than suitable to qualify it in this way.

In fact, it is easy to see how "sustainable fashion" is becoming one of the most expansive trends in the present panorama. We can say that the horizon is also marked for the big luxury brands that are making a particular effort in this area.

This is the result of years, years that have seen a progressive increase in the sensitivity of consumers regarding worrying data on the echo-environmental impact of contemporary industry. In particular, the fashion industry is changing because consumers have become increasingly aware of the problem of a sustainable development model and increasingly perceive the importance of defending the planet with correct choices from a socio-environmental point of view.

The 2020 Pandemic has certainly reinforced this consolidated trend. The worldwide crisis for Coronavirus has had a strong impact on the fashion industry, as well as in other fields, given the changes in lifestyle and consequently on shopping habits.

By spending more time at home we had the opportunity to "slow down", we were forced to a sort of "forced downshifting". In many cases this has led the consumer to meditate more on their tastes, to choose more carefully the brands they trust.

All this is providing a formidable impulse to the fashion industry, forced once again to reinvent itself and precisely to move towards increasingly sustainable choices.

“Fashion has to slow down if it wants to restart. And go back to being human ”declares Giorgio Armani in a significant open letter to the American newspaper WWD. The Italian designer invites the "fashion system" to recover a more human dimension by denouncing the frenetic and whirling rhythm of luxury fashion consumption.

The great stylist from Piacenza identifies the decline of the fashion system in fact with the moment in which high fashion tried to imitate the same operative rhythms of "fast fashion", forgetting that authentic luxury takes time, both to be created and to be understood. .

He seems to read in Giorgio Armani's statements all his love for the world of fashion that he would like to address to the creation of timeless garments, destined to last and remain trendy.

But the problem of sustainability is also deeply felt by an artist of the next generation, Alessandro Michele, the visionary creative director of Gucci.

As part of the World Economic Forum in Davos, which ended last year, the Italian Maison was the second most sustainable corporation in the world, the first in the "fashion" field.

The designer from Rome advocate of a gender-free vision of fashion, abandons the concept of the seasonality of collections and shows to regain possession of a new scan of time more in keeping with his expressive need. Alessandro Michele mixes rules and genres, bringing a real "green revolution" into the fashion system.

Zargani, L. (2020). Giorgio Armani Pens Open Letter to WWD. [online] WWD. Available at: [Accessed 2 Dec. 2020].

Einy, R. and Einy, R. (2010). Will Covid quell fashion’s ‘more is more’ mindset? [online] Sustainability | LS:N Global. Available at: [Accessed 2 Dec. 2020].

3 views0 comments

Recent Posts

See All
bottom of page