The title poses a question with a neither easy nor predictable answer. On several magazines we read the word sustainability associated with the term fashion and we ask ourselves:
Are we facing a real investment that aims to change the mindset of the way garments are produced? Or, instead, it is one of the consumer marketing strategies for those who want to feel ecologically-friendly?
The ecological commitment in the fashion industry has been clearly visible for years now: the latest Green Carpet Awards in Milan have been announced with phrases such as transformative change and real solutions aimed at rewarding and supporting entrepreneurial ideas in support of the environment.
Relevant groups, such as Kering, make sustainability their core business, where basically fashion and sustainability become synonyms, and not simply terms juxtaposing one another.
The radical change within the fashion industry inevitably affects the final consumer. We as consumers are in fact becoming much more aware of our choices in terms of garment quality and respect for the environment in making them. But not only. Recalling each year the tragic event of the Rana Plaza in 2013 when a textile factory collapsed causing countless of victims, the attention is also directed to the mills producing clothes and people’s rights.
A sustainable choice could be that of buying garments that care about the workers’ health and the environment in which we live.
Sustainability is the ethical and ecological response in a world of severe climate change and exploitation of workers in disadvantaged contexts. Sustainability is a lifestyle that we can embrace and adopt.