fashionmarketing

Sustainability is ridiculous

7 June, 2023 / Leave a Comment

Why playing this shell game should be banned


Sustainability is ridiculous. Not because the concept per se is stupid or does not make sense. But because it is too broad, too vague, and, therefore, deceptive. 

Sustainable fashion? This is greenwashing

Sometimes for ignorance or superficiality, yet in most cases, with intentionality, as those who play the sustainable game are perfectly aware of what they do. But, in the end, sustainability is just a new way to make money by showing a green facade. The industry, which goes from consultancy to fashion brand retail to NGOs, is flourishing. As a matter of fact, industry players spend time on “eco – green – conscious” labels, but it seems they are playing a shell game. The purpose is to hide and manipulate truths. 

In most cases, the effort is all about running after the latest eco-friendly label. But is it enough to achieve sustainability? It is the case of Chloé, for instance. Richemont hired Gabriela Hearst for her eco credentials, and now, three years later, the designer is exiting the company. Though they say revenue increased by 60%, their design is far away from the beauty of the past. 

Why sustainability is ridiculous

However, we have some doubts about the strategy Chloé has promoted so far. How can a luxury brand based on seasonal trends manage its business without damaging the planet? We wonder how fashion brands that shift to a purpose-driven business can be credible if they still run their activity on an overproduction pattern. Also, they attain the status of B-Corp. Most importantly, we wonder how B-Corp certification can combine with overproduction.
That seems contradictory. In fact, in this context, sustainability is ridiculous.

Specifically, we wonder if a drastic reduction of supply by offering only beautiful design garments made with “sustainable materials” and respecting the production chain would be an effective strategy.

But, of course, we understand that manipulating reality with the effect of fueling overconsumption is the most effective way to make money. So keep up promoting a green world!

The elephant in the room

31 May, 2023 / Leave a Comment

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.

Cultural change

29 May, 2023 / Leave a Comment

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!

Carbon neutral: plant a tree?

24 May, 2023 / Leave a Comment

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.

Disability: life is not a cover page

11 May, 2023 / Leave a Comment

Are magazine covers the means to make a change?

Put disability on a cover page, and the life of disabled people improves. But from fashion magazines’ glossy covers to real life, does anything change for those with disabilities? Is accessibility something they arrange when setting up locations, workplaces, or events?

Inclusivity in fashion

British Vogue is one of the most committed magazines on “Reframing Fashion.”

“We want to carry this on and for people to see Vogue is taking that step… We’re not perfect, but we have to create this welcoming space.”
Edward Ennigful – European editorial director of Vogue.

Indeed, considering the positive comments on covers featuring disabled models, it seems change is real and tangible.

Our experience on disability

Our viewpoint is a little different. We understand that a diverse representation may help people broaden their views. But we aren’t satisfied with it. Specifically, we would exchange cover pages with real accessibility on a daily basis to shops, events, locations and so on.

Allow us to explain. I, myself, Ro, writing this post, am a wheelchair user. A few weeks ago, Cri and I attended Milano Design Week. Apart from very few exceptions, most places weren’t accessible. Indeed, we had to exclude some venues a priori. In many other places, I had to stand up and climb one to three steps. Cri had to lift the wheelchair, carry it inside, and then I could sit again.

Thank goodness, I can do that. But what about those who cannot? Those who use electric wheelchairs?

Disability and real accessibility in fashion

Of course, it works the same in fashion showrooms. In the fashion industry, people love to discuss inclusion and diversity on social media, advertising or cover pages, but they do the opposite in everyday life.

I had a disgraceful experience with Camera Nazionale della Moda Italiana a few years ago. “Because of Covid”, so they said, I couldn’t access an event they organized. The invitation was for one person, but being in a wheelchair, I needed plus one to help me. They said no. But Camera Moda proudly has a Diversity and Inclusion section! What do they not understand about disability? (You can read the full story here).

What’s the message? Disability is the subject of the cover pages, but please, don’t show up at events? Please, don’t go shopping? Don’t visit a museum or take a train?

What are we talking about showing disability on cover pages? Marketing? That’s what it is. In fact, diversity and inclusion are some of those magnificent fashion bullshit the industry loves!
Just don’t show up in real life!

Who wore who? Who cares!

3 May, 2023 / Leave a Comment

Met Gala, the celebrities’ circus

‘Who wore who’ is the question we avoid these days. Specifically, we have considerable misgivings about the Met Gala as we can’t see the glamour or elegance. Indeed, this annual gathering of celebrities organised by Vogue looks more like a circus.

The Met Gala is a fundraising event for the Metropolitan Museum of Art’s Costume Institute in New York City, which marks the opening of the Institute’s annual fashion exhibition. Known as the “fashion’s biggest night,” it aims to represent the fashion universe.

The theme of the 2023 edition was “in honour of Karl.” Lagerfeld, of course. Though every year faces its own controversy, the event went out of hand.

Met Gala & Who wore what

We see two main issues:
First, people expect to see a representation of fashion, style, and glamour. Just, we haven’t seen any of that. Although we can pick out a few nice outfits every year, choosing the best-dressed, the whole thing is gross, excessive. And it feels sad to see fashion depicted like that. Moreover, we are surprised because even the actors that usually have an elegant posture, lose it at the gala.

Second, brands pay celebrities to wear their clothes because, by doing so, they influence the masses to purchase their products. But this contributes to sustaining a toxic culture, pushing people to compare themselves to an unattainable lifestyle.
How do celebrities choose one brand or the other? Who writes the highest figure cheque; that’s the one they pick. Forget any style choice!
Most importantly, the “celebrity cost” is absorbed in the retail price of clothing, shoes, and handbags. Therefore, it will be borne by those who purchase branded garments. The irony is that people sustain the lifestyle of their idols, who can afford to pay for luxury clothes even without brands’ contribution.

In short, celebs pay to attend the gala while getting paid by brands to wear their clothes. It’s a celebrities’ circus!

But why are people supporting this? That is the point!
Who wore who? Who cares!

May 1st contradictions

1 May, 2023 / Leave a Comment

Has the fashion industry changed for the better?

May 1st – International Workers’ Day brings up contradictions in the fashion industry. Indeed, we cannot celebrate without considering the hypocrisy that brands, companies that own them, and final customers put in place.

Today’s public holiday aims to honour working people and raise awareness of their rights. But the race to the lowest prices sought by company owners and consumers makes it impossible to imagine healthy production chains. Indeed, wages are so low that many people cannot afford a decent life and not even cover their basic needs.

Ten years after Rana Plaza, the fashion industry hasn’t changed its patterns and workers’ conditions haven’t improved. In fact, we went from fast to ultra-fast fashion. If we purchase a dress for 20 euros, can we expect manufacturers to observe workers’ rights? Do people believe in fairy tales, or is it hypocritical behaviour?

Rana Plaza

On April 24th, 2013, a building collapsed on the outskirts of Dhaka, Bangladesh’s capital, taking away 1,138 garment workers, 80% of whom were women, and injuring more than 2,500. Near the bodies extracted from the rubble, the labels of major Western brands were found: Prada, Versace, Gucci, Moncler, Benetton, Primark, Walmart, Bonmarché, Zara, H&M, Mango and others.

Uyghurs

We wrote about Uyghurs’ forced labour here. Now we quote Public Eye, a Switzerland NGO:
“Today’s hippest teen-fashion brand is growing rapidly – and its internet-based recipe for success is top secret. Still, Chinese researchers working on behalf of Public Eye managed to visit some of Shein’s suppliers in Guangzhou, where conditions of production violate numerous state labour laws. Our trip inside the ultra-fast fashion leader also takes us to the European logistics centre in Belgium, where precarious working conditions are also a daily occurrence.”

According to an OECD summit in Paris, this search for lower prices has led some brands to turn to ever less demanding areas. They even maintain orders in countries in crisis, such as Burma, where unionised workers have become prime targets of the military junta behind the recent coup.

Made in “Chitaly”

What happens in Italy is no different. In order to keep their higher profit margins, brands commission productions to Chinese laboratories, asking for the lowest price. So the dream of “Made in Italy” is kept alive, at least for those with no sense of quality. Forget minimum wage!

Prices negotiated downward and overconsumption

To understand what the industry learned after Rana Plaza and the social consciousness developed, we just need to analyse the facts. Low-cost collections rotate faster and faster, and companies force prices downward at the manufacturer’s cost. This acceleration from fast fashion to ultra-fast fashion explains everything.

Marketing and social washing

Social washing is social greenwashing: a manipulative tool in the hands of marketing. In fact, campaigns showing brands being socially responsible multiply. Most of the time, there is no evidence supporting the information. And perhaps what happens, in reality, is quite the opposite.

After the pandemic, working conditions have got worse. So the race for the lowest prices brings up all the contradictions of our economic system on May 1st. How can people expect labourers’ rights honoured while purchasing fast or ultra-fast fashion? And how can a world that needs modern-day slavery talk about workers’ rights?

What happened to plus-size models?

12 April, 2023 / Leave a Comment

Inclusion and diversity or just marketing

What happened to plus-size models? We asked each other during the Milano Fashion Week 2023. But New York and London, too! They disappeared from the scene. Almost completely gone! Suggesting the recent novelty smelled so much of marketing.

Plus-size representation in fashion

However, our comment was not because we believe it made sense to represent different body shapes in a fashion show. That is for two reasons:
First, a defilè aims to show the dress, highlighting the details. Not the woman who wears it. Indeed, we believe “anonymous” models accomplish this task much better than supermodels because famous ones catch attention, while the dress becomes of secondary importance. Representation of all sizes has to be in the shops, where people must find different options suitable for their body shape. For instance, in our boutique’s selection, plus sizes never had problems finding beautiful clothes.
Second, it’s one thing to teach self-acceptance, we are unique individuals, so we should cherish our differences. But it’s another thing saying to young girls it’s good to be extremely overweight. Because it is not, but for a matter of health, not to fit in a standard, of course!

Plus-size models

So, apart from Dolce & Gabbana among the tops, no plus-sizes on the catwalks! Therefore, what can we argue? Was it a genuine interest in inclusion and diversity? Or was the fashion industry in a state of impasse and needed to jump on a popular trend?
The smell of marketing seems clear.

Plus-size models were just a gimmick, an advertising stunt to spread the buzz and make people talk about fashion brands. In fact, in most cases, these women were dressed without any sense of style.

Just like we did, many comments about the latest fashion shows wondered what happened to plus-size models! The message of inclusion and diversity, which apparently, provided a sense of liberation from cultural standards, was fake! Just marketing.

One of the most glorious fashion bullshit!

Upcycling: the future of fashion

11 April, 2023 / Leave a Comment

A trend or a permanent approach towards sustainable fashion?

Upcycling seems to be the future of fashion. Indeed, this technique is one of the best opportunities to make fashion a more sustainable industry. But is it just a trend? One of the buzzwords brands use to lure attention? Or is it here to stay?

Upcycling – what does it mean?

Upcycling means taking discarded materials, re-designing and reassembling them to create a product of higher value. While recycling transforms materials into something new, which implies more resources, and has a higher impact. Upcycling starts from current materials, having a lower impact. Therefore, this practice represents a pattern of circularity, the heart of sustainable fashion.

A personal note: family tradition

For us, daughters of a seamstress who was so passionate about making clothes that she even finished buttonholes by hand, it’s not a novelty. Since we were children, we’ve had familiarity with collecting buttons, zippers, and fabrics. Pieces from existing garments that mom would reshape to make something else: beautiful clothes for special occasions or garments and accessories for daily life. Our school bags and pencil case made of deadstock denim were fantastic.

upcycling

Upcycling background notes

A memorable example of upcycling comes from the movie industry. Rossella O’Hara’s dress, made from curtains in “Gone with the wind”, belongs to our collective imagery.

Many blogs attribute the “upcycling discovery” to this or that designer for a promotional purpose. But we cannot avoid mentioning Mr Martin Margiela. Since the beginning, his aesthetic mastered the deconstruction and reinvention of found garments, culminating in 2006 when Maison Martin Margiela Artisanal was born.

On the same line, we mention Marc Le Bihan. A big part of his work is searching for vintage garments, deconstructing and reconstructing them. He upcycled military uniforms from the 40s, 50s, and 60s, reshaping them into modern pieces. With Swedish pants, he created a coat; with military pull, a gilet; and with smoking pants, a long skirt. Also, he created pieces with postal bags made of heavy linen for a catwalk.

Among young designers, Marine Serre’s creativity stands out. Indeed she is doing a great job with upcycling.

By exploring fashion history, we can see that upcycling is nothing new. But what brought it to the centre of attention was the pandemic, which spread a do-it-yourself trend among young people. Most importantly, it favoured the diffusion of particular attention towards sustainable fashion.

Nowadays, many famous brands ride the wave to stay popular. Though advisable to become sustainable, a fashion industry that almost entirely revolves around upcycled garments is hard to imagine.