BELIEVE IN WHAT YOU WEAR?

The last decades of the fashion industry have been characterized by a frenetic trend that has then condensed into the concept of fast fashion. Fast fashion is a type of clothing production that began at the end of the last century and has become predominant in recent years, so much so that it has involved an ever-increasing number of brands and companies that have been able to create real commercial empires. The trends shown during the Fashion Weeks by Haute Couture brands are used by multinational fast fashion clothing companies to reproduce collections characterized by significantly lower quality and times....

By now the word greenwashing has invaded search engines, articles and social pages. But there are those who still may not know its meaning. This word, used since the late 80s, is composed of green , which recalls the world of ecology, and washing , from to whitewash translated into Italian as to whitewash, to cover, to hide, so literally it can be translated as "to cover with ecology" that is, to hide something with a patina of apparent ecology, not truthful. Greenwashing is a marketing strategy used by companies that demonstrate a fictitious attention to the value of eco-sustainability...

Numerous researches conducted on the production methods of the fashion industry tell us that it is possible to achieve energy savings. Not only possible, energy savings must be the main goal of the textile industry. The current economic system that underpins the fashion industry is mostly based on a linear economy that invests a huge amount of raw materials: electricity, water, fuel, land. According to the Fashion on Climate research, conducted by McKinsey & Company in collaboration with the Global Fashion Agenda (GFA), “the global fashion industry produced approximately 2.1 billion metric tons of greenhouse gas emissions in 2018, equivalent...

Can you be fashionable without harming the environment and the people who work in the textile industry? The choice to move towards sustainable fashion is becoming increasingly popular, both among large brands and small producers.