The elephant in the room

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Overproduction & why the fashion system ignores it

The elephant in the room is a bulky presence that fills every physical space. A dominant companion whose effect we can see in every corner of the planet. The thing is, everyone ignores it, hides it, or pretends not to see it. 

But can the fashion industry make change without addressing its elephant in the room? 

Fashion industry: what is the elephant in the room?

It’s overproduction! An enormous, visible, tangible and destructive elephant. Is the industry aware of it? Fashion insiders, CEOs, fashion designers? And the group of all the new “sustainable labels”? And what about those who promote corporate change? Of course, they are aware. But they still put profit first, not the planet. Even new companies born to spread sustainable messages do not renounce the overproduction/overconsumption pattern. In fact, some deemed changing that system would be too radical, and bosses wouldn’t accept it.

But is it plausible to talk about sustainability regardless of overproduction? No! Of course, not! 

To make it more clear: can brands overproducing goods be sustainable? No, they can’t! It seems obvious!

So, why does every single brand involved in this overproduction system promote its sustainable practices? Marketing is the answer: the purpose is, selling more, feeding the system and their pockets.
And marketing takes the shape of greenwashing or social washing in order to show a clean face engaging with people. 

Specifically, are top brands and new green companies bringing real innovation? Are they doing the right thing with their sustainable marketing strategies? No, they simply found a new way, an updated way, to make money!

And so, in the end, it all boils down to this point: can the fashion industry attempt to make a change without addressing the elephant in the room? No! Of course, not! Indeed, the industry is far from changing for the better.

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Cultural change

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Between utopia and feasibility

Are we ready for cultural change? The real one, we mean. When it comes to sustainability, do we believe in all the marketing bullshit that flooded communication lately? Or are we open to change for real? Ready to pick this opportunity up and make something better beyond the facades? 

People are bombarded with deceiving information: 
“We are sustainable because we recycle garments!”
“We use milk, coconut or whatever fibres.” 
“Hey, we have a conscious section in our store!”
“There’s a sustainable selection on our e-shop.”
“And we are the ones who do it best because we plant trees!”

Forget all that! Even the ‘plant a tree’ claim is proven misleading. Indeed, all these messages have the sole purpose of making people over-consume. As a matter of fact, not a single company has changed their overproduction pattern.

On the one hand, this is marketing, what brands need to say in order to show a clean face. But, on the other, we can find alternative reports and explorations that dig the truth out. Are we open to reading those reports? Understand how things really are? And, therefore, start questioning? 

Of course, sustainability is a path to pursue with conviction and self-commitment, despite all the difficulties, misleading messages, and smoke and mirrors. 

But is the effort worth it? Or, as many people with whom we exchange thoughts tell us, sustainability is just one of those beautiful utopias! To sell, one must think only of selling more. That is what companies have to do. And people, for their part, have to buy whatever product. 

So, in the context of trade, specifically in the fashion field, is sustainability a utopia or is it feasible? What’s your viewpoint on this?

Are you open to cultural change? We would love to hear your thoughts. 
Drop us an email, WhatsApp, or comment here below!

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The Silk Slip Dress

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Artisanal fashion excellence #formodernhumans

Today we introduce The Silk Slip Dress by Marc Le Bihan.

More than a 90’s comeback, it is a real timeless piece of artisanal couture. Its minimal design will make you stand out without screaming. Indeed, it’s the essence of elegance.

No one like Marc Le Bihan provides that sense of nonchalant elegance, which is understated, and never out of place. But also, his design makes you want to wear beautiful pieces in your everyday life. Because you build your wardrobe of meaningful garments over time with items you love to wear. Clothes you select with attention, privileging quality over quantity, choosing that special one rather than a shopping bag full of disposable fashion.

Discover The Silk Slip Dress

About the design
The design point is a sleek slip dress featuring thin shoulder straps, a draping front neckline and a v-cut along the back. Impeccable tailoring. Fluid straight line and a relaxed fit. Under knee length.
Understated, timeless, seasonless, artisanal couture.

The Silk Slip Dress
The Silk Slip Dress

About the material
100% silk. The fabric has a soft touch and a creased effect.

About the colour
This item is available in two colours:
Anthracite: an understated hue which is refined and elegant.
Anise: a vibrant light green that will boost your mood, but it lends to be combined with many colours.

Laundry
Dry clean.
However, you can wash it carefully by hand in cold water with soap for delicate fabrics and add white vinegar to prevent colour loss.

Styling tips
Wear The Silk Slip Dress as a versatile seasonless garment. In winter, complete it with a wool cardigan and boots. During the spring and summer seasons, underneath a sweatshirt or a mannish blazer and flat sandals, depending on the situation.
Also, for special occasions, pair it with heels. You don’t need anything else!

How to purchase from us:

Drop us an email or WhatsApp for any further information. Also, you can book your private shopping experience – physical or via video call. 

International Shipping available! 
We are based in Milano but ship our niche fashion selection #formodernhumans everywhere.

In order to provide unicity and a sustainable approach, our selection offers a limited number of pieces.

Treat yourself today! ❤️

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Carbon neutral: plant a tree?

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Offsetting carbon emissions: why it is misleading

The carbon neutral definition may induce people to think that a brand that claims this practice is sustainable. But, planting trees isn’t enough to solve the climate change issue.

Indeed, it’s always interesting to read how the fashion industry is involved in sustainable practices. Which, now, we can place under the umbrella of corporate change. We get itchy just thinking about it! There is no company that doesn’t talk about its eco-friendly policies. The bigger they are, the more they blurt out promises they cannot keep.

Sustainable brands

According to the Circular Fashion Index 2023, Gucci is the most sustainable among luxury brands. Kearny, a strategic consultancy company that analyses the impact of the circularity of brands, operates this ranking. They rank fast fashion brands, too! So, fast fashion has sustainable practices – really?

We feel a little disappointed when agencies release these rankings because of the misleading impact. In fact, we think industries use the word sustainable too much. After checking out those rankings, our question is: how can brands structured on an overproduction model be sustainable?

Carbon neutral or greenwashing?

But, while some magazines posted the list of the most sustainable brands or sustainable mega entities, The Guardian released an article that dampens enthusiasm. 

“Adverts that claim products are carbon neutral using offsets are to be banned by the UK’s advertising watchdog unless companies can prove they really work, the Guardian can reveal, as Gucci becomes the latest company to struggle with a high-profile environmental commitment based on offsetting.
Amid growing concern that firms are misleading consumers about the environmental impact of their products, the Advertising Standards Authority’s (ASA) is to begin stricter enforcement around the use of terms such as “carbon neutral”, “net zero” and “nature positive” as part of a greenwashing crackdown later this year after a six-month review.”

The Guardian

Offset CO2 emissions: what does it mean? 

Offsetting CO2 emissions means balancing the amount of CO generated by any activity through reforestation, parks and natural reserves protection. These projects generate carbon credits.

“In January, a joint Guardian investigation found that many rainforest offsets certified by Verra, which operates the world’s leading carbon standard, had little impact despite being widely used by major companies for environmental claims, also finding evidence of forced evictions at a flagship project in Peru used by Disney and Apple.”

The Guardian

Specifically, The Guardian revealed that more than 90% of rainforest carbon offsets by the biggest certifier are worthless!
Therefore, planting trees isn’t helping with climate change.

When big brands, corporations and millionaires talk about sustainability and carbon emissions, always be careful. They are the problem. And if they want to be part of the solution, they must change their overproduction model and lifestyle first. 

Changing marketing isn’t enough. Carbon-neutral and sustainable claims are just smoke and mirrors.

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Private shopping trend

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Also megabrands launch the service!

About four years ago, we started this new thing called private shopping to offer an alternative shopping experience, physical or digital. Which is about delivering personalised service to your home.
A limited, let’s say very limited audience, enjoyed this more intimate participation. Most people’s reactions were: What? What’s that?

Of course, our selection of international brands and independent designers is unique. Indeed most pieces are available only at suite123. That intentionally sets us out of the mainstream, so we talk to a niche audience who loves fashion research. In other words, nonstandard people.

However, the news said that Maison Valentino launched the same service under the name “Chez Vouz.”
So, people? Are you still sarcastic now?

We are happy about Valentino’s choice. Maybe now, the concept will be more widespread. And thanks to the power of the brand, a larger audience will learn about it. Indeed, that is the point. Most people do not have an independent viewpoint but need megabrands, celebrities, and influencers to feed them with a line of thought.

By the way, back to people like us, who appreciate independent thought. People who need creativity, good design and a precise selection. Because we do not need more, we need less, much less, but better, avoiding pointless overproduction and fashion waste. So, an evolved vision of fashion, that cannot ignore an ethical approach and attention to people and the planet.

What’s private shopping?

It is an alternative shopping experience, a personalised service. We schedule a private appointment and come to your home where you can try on some clothes. Also, for special occasions, you can have your made-to-order dress. We take your measurements and deliver the item as soon as ready.

You are not in Milano? WhatsApp shopping!

If you are not in Milano or the surroundings, the service is available online, too. Book a video call. We’ll guide you through our catalogue and deliver clothes directly to your home.

How do you request the service?

Drop us an email or WhatsApp.

We’d love to help and be in touch with you!

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