greenwashing

Climate disaster: the closing window

A slap from the UN Environment Program report

Talking about fashion in the face of a climate disaster needs a radical attitude. Also, if we consider fashion a reflection of our society, we cannot start any discussion without setting priorities.

Climate change is the priority, and we need to understand what happens in order to make the right choices. Even when it’s about what we wear.

Climate disaster: the UN Environment Program

A few days ago, the UN Environment Program released a report which finds that “the international community is falling far short of the Paris goals, with no credible pathway to 1.5°C in place. Only an urgent system-wide transformation can avoid climate disaster.”

Are you surprised? Sadly, we are not. Sustainable is a trendy label. Indeed, we hear countless panels about sustainability because it is a popular topic. But they open their mouths just to put out words and make content for social media. No action that brings a positive impact ever follows. Therefore, they are pointless.

Furthermore, on November 6 in Sharm-El-Sheik – Egypt will be held the UN annual Conference of the Parties, COP27. There is no better opportunity to jump on a private jet and be part of a corporate event. And, this time, members participating can also enjoy a sunny place! It will be just another waste of money and resources.

What can we learn from this?

Climate change is an opportunity to drive business, and sustainability is the capitalistic response to the issue. Most sustainable brands represent a survival strategy set in place by capitalism. Indeed, corporations have flooded the market with green/organic/eco-friendly/low-impact/vegan/recycled/sustainable products. Nice buzzwords! Which, in essence, are empty claims. Misleading messages whose true face is greenwashing.

Our economic system cannot respond adequately to climate change because it is itself the cause. Buzzwords are just fluff! In fact, the negative impact of climate change grows every year.

The climate disaster calls for rapid transformation of societies and their economic system. And this transformation needs every nation and every community. All of us! Now!

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The fashion month: a step backward

What did you expect from the SS23 fashion shows?

The fashion month is over, and the idea of changing it vanished among global hysteria.

From NY, London, Milano and Paris, the Spring/ Summer 23 runways favoured the physical format plus streaming. But some brands opted to reveal the digital version later, not without leaving a certain perplexity. Because this way of looking for an angle, being the cool ones who pull themselves out, seemed more like a step backwards in a digital era.

However, there were so many outfits on the runways, most of which were ugly and just a few interesting concepts. And stealing designs, now the norm killed brands’ identity. But if you expected a different approach, you would be disappointed. The wind of change, so much discussed during the last two years, is gone. Disappeared. Evaporated!

The industry is back to normal!

And in case you were one of those afraid of a back to normal during the pandemic, there we are! Totally there! 100% there! The countless number of outfits put together in every show was impressive. Such an endless overconsumption pattern has nothing to do with change. And nothing to do with sustainability.

Furthermore, one of the most popular shows sent out a model in underwear, and then someone sprayed on her body. From an engineering viewpoint, it can be interesting, even if McQueen did it first in Spring 99. But it doesn’t seem to be sustainable. Indeed the material sprayed contains plastic, so it sounds like they are promoting single-use plastic.

Even though facts did not correspond to words, all the big groups claim the sustainability umbrella.

Fashion lacks consistency

The fashion industry seems like an enormous bandwagon with no courage or maybe no real will to change. And the reason is simple. Changing the pattern leads to degrowth, which means lower budgets. And so, lower profits.

But if brands are so interested in showing their sustainable standards, why was there no trace of it in their fashion shows? Do we still believe that using a sustainable material or building an eco-friendly atelier makes a brand sustainable? No, it only builds up a facade.

As revealed through this fashion month, this industry, which relies on a polluting and exploiting system, has no intention to change.

So please, forget all the talks you may have heard in the last two years! Industry players just had a reactive moment because they worried about losing everything. Now that the fear is gone, so is the will to change!

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Sustainable music events: a new trend

Here’s what to know and how it ties in with fashion

Sustainable music events are trending everywhere. And it seems this has been a sustainable summer from every viewpoint: fashion, food and music.

Music events & fashion

The relationship between fashion and music is deep and intricate. Indeed, both fields represent the same culture, expressing contemporary values with different means. But, they tend to intersect more, as they need each other to promote themselves.

Now, not only do fashion events wave the sustainability flag, even music events are marketed as sustainable. Therefore, you can attend a concert, on a beach or in a park, believing you will save the planet!

Greenwashing took over communication.
And, it looks like the saying: “don’t make a promise you can’t keep” doesn’t apply to marketing.
By attending those music festivals or purchasing eco-friendly clothing, people think they are doing something good for the planet, but, on the contrary, nothing changes. Or worse, they damage it.

In some cases, it’s a matter of common sense. For instance, you don’t need a degree to understand that large crowds threaten nature. And reusable cups or collecting garbage during the event will not pay back the damage.

Sustainability or greenwashing?

Mario Tozzi, an influential voice when it comes to environmental matters, highlighted the point that many seem to miss completely:

“50 thousand people attending a concert aren’t sustainable by any natural environment, even more from our already compromised beaches.”

Mario Tozzi

Also, he reported a study from the C.N.R. (National Council of Research) on the National Park “La Maddalena” (Sardinia): every bather takes away from 50 to 100 grams of sand per day.

Music events or fashion: what separates sustainability and greenwashing

The point is made clear: numbers and quantities make the difference. A large number of people, likewise tons of quantities produced and consumed, aren’t sustainable, even if made with the best intentions.

And so, mass concerts in natural environments aren’t sustainable. That’s why it makes sense to use appropriate locations. Likewise, mass productions aren’t sustainable – whether fast fashion or luxury mass productions. Mass travels and flights aren’t sustainable, and so on.

That is the dividing line between sustainability and greenwashing. Anyone who wants to address sustainability matters seriously must start from that point. The rest is nonsense. Human beings are so many that it’s impossible to erase their impact on the planet.

But, whether misguided or due to a lack of understanding, the confusion that marketing creates is larger than the crowds attending music events!

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A sustainable summer!

What are we missing?

It seems summer 2022 has been a sustainable summer.

From sustainable food, to sustainable fashion, and now sustainable events. Of course, not only fashion events. In fact, the news is even music festivals are marketed as sustainable.
Did you notice?

By the way, we wonder if reusable cups or collecting garbage after big parties are enough to define an event as sustainable. Indeed we are afraid a crucial point is missing from those who plan the events. Either for ignorance or for intentional marketing purposes, that is another story.

How do you feel about it?
Is everything fine for you? Or do you have any doubts?

Drop us an email! And please, tell us what you think about this sustainable summer and the new music events trend.

We value your views, so we’d love to hear from you!

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Milan Design Week 22

Signs of a recovery

Milan Design Week 22 is over, and even if the weather was too hot, it was nice to see the town alive again. Some say it was not as crowded as in the previous editions, but many tourists came for the occasion from everywhere.

When they were interviewed by the press, the industry professionals said they placed orders during the exhibition, something that has not happened for a long time. Therefore, they noticed positive signs of a recovery after the pandemic.

By the way, starting from the first editions, the events held for the “Salone del Mobile” and the “Fuorisalone” created a lively and refined atmosphere in town. Much better than the fashion week, almost pointing out that the design audience is more cultured than the fashion crowds. Which is unsurprising considering how fashion has lowered the bar so far.

Milan Design Week & Fuorisalone

Milan Design Week

However, among the places we visited, our favourite was the Flos’ location at the “Fabbrica Orobia.” Here we saw beautiful setups in a stunning multi-experience venue. Titled “See the stars again”, the event celebrated its 60 years of activity.
In order to show their outdoor lightning system, they have recreated a fabulous garden in one of the rooms. While people walked next to the plants, the lights changed colours. Amazing!

Needless to say, sustainability was one of the big topics at the Milan Design Week 22. But, of course, there was a lot of greenwashing. Indeed, same as in the fashion industry, it is clearly the marketing game of our times. You cannot sell a single pin if you don’t put a sustainable label on it.

But the first question that jumps to our mind is: how can huge events be sustainable?

And what does it mean to sell sustainability when there is no factual guarantee? Or any clear regulation?

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