sustainability

Fashion weeks and research

Critical thinking #formodernhumans

Fashion weeks used to offer ideas for doing research, highlighting details worth considering to put together and defining a specific selection. So it was in the past.

And so, these days, we keep an eye on the international events, from New York to London and now Milano. Of course, Paris and Tokyo too. But so far, we are perplexed about what we see.

Fashion weeks vs change

Indeed, the discussion on changing the industry, which was so popular during the pandemic, has disappeared from the scene.
It seems that the fashion industry is an enormous system that doesn’t know how to renovate itself. And so, brands keep up with the same thing they used to do.

Even the language feels boring, like an out-of-tune mantra. And you realise that words like sustainability, timeless or genderless are on everyone’s lips. Just empty claims for people who don’t think.

And they all talk about the same things, but nothing ever changes. Furthermore, the world is falling apart, but it looks like brands are only interested in dressing music or movie stars. That’s what you can offer? Really? Celebrities! They have the money to buy whatever they want, but they don’t pay for their clothes.

When it comes to design and style, you may be even more perplexed. Of course, designers cannot deliver brand-new concepts. But lately, what the industry calls freedom or inclusion seems just bad taste combined with a lack of vision.

Fashion weeks vs research

Therefore, when we need to research unique garments for people like us, the widest part of the work happens through lookbooks we receive via email. And through some specific research that we do online. Then, possibly, showrooms too.

In the end, you’ll get more value from brands that have something to say, and you can see it through their meaningful design rather than those who want to attract herds of replicants who look all the same.

Above all, fashion weeks as a pure waste of money having an impact on the environment, are pointless.

Fashion weeks and research Read More »

Dear sustainable brands: are you consistent?

Sustainable brands VS consistency

Dear sustainable brands, let’s make a point on consistency.

Consistency is fundamental for building trust, so it should be for sustainable brands. Also because they cover themselves with an ethical patina that makes them appear better than the others. But, on the contrary, it seems that these new ethical brands have a problem with it.

Their purpose is to make a change. But if so, it’s not clear why they still follow outdated systems. Or they try to reach success by partnering with channels that have nothing to do with sustainability.

The point on consistency

Sustainable brands must be consistent with their message.
Do you agree? So, the question is: do they want to make a change for real?
If that is their goal, why do they sell their low-impact ethically-made garments through retailers that collect almost every designer on planet earth?

Isn’t it a matter of consistency?
These retailers sell huge quantities of clothing and accessories. Therefore, their business isn’t sustainable. Even if they proudly show a sustainable section, as most of them do. Which makes you understand the power of marketing and the trick behind sustainability.

If consistency was a fundamental value for them, they would find other ways to sell their products. But they all dream of being sold by the same old big groups. And so, they want to change, but not really.

Sustainability is a promise no one can keep, but still, everyone wants to sell. Ethical marketing, if not supported by proper choices and actions, is just smoke in the eyes. In other words, it is greenwashing.

Dear sustainable brands, you cannot change the world by playing the old game. Forget the status quo if you want to change for real. If you are seriously committed, you need to craft a new strategy. You’ll change the world with new patterns, new rules, and a new language.

So, if you want to be trusted, change the system, not only your marketing!

Dear sustainable brands: are you consistent? Read More »

How products change

Changing fashion to change our culture

Products change when consumers’ tastes change. But given that consumption is all about cheap and disposable products, we are in big trouble.

The fashion industry was oriented toward a new direction to preserve the environment and people’s life. But the reality highlighted even more terrible consumption habits, as in the case of ultra-fast fashion we discussed in our previous post.

The combination of overproduction and overconsumption is the economic pattern that dominates the fashion industry. Also, it is the same as we see in any other field. Therefore, it is a cultural issue.
Consuming disposable products is a trend that has captivated young generations too. Indeed, accessible cheap products give the illusion of richness.

Mass culture is the commercialization of culture. So, making products for commercial purposes only. People are so involved in this extensive offer that there’s no escape from it. Or so it seems, at least.

But climate change is the issue we need to face, and it’s urgent.
And so, how do we change consumers’ tastes?

Change products: fashion and culture

Changing fashion means changing the culture.
Fashion makes products that portray our culture, revealing our society’s tastes. That means fashion tells what we consume.
In other words, changing what we consume involves changing fashion. And so, our culture.

The change starts with acknowledging the new needs and incorporating them into designing meaningful products for people who care.

As a boutique and insiders, we contribute by selecting only valuable garments and good design. And by presenting a different viewpoint for people like us, who do not recognize themselves in the mass trends.

Your choice, if you care, is evolving towards a conscious lifestyle aiming to change for the better. Or leave things the way they are, persisting with the blind exploitation of people and the planet.

In the end, you have two options: either you can play the game, or you can change it!

How products change Read More »

From fast to ultra-fast: a cultural regression

Is ultra-fashion what people learned from the pandemic?

From fast to ultra-fast fashion, we are witnessing a cultural regression in the fashion industry. And so, in our society. Something that makes you question the human ability to learn, especially in the face of such serious events we have lived in lately.

Forget the long-awaited thoughtful consumption habits! Started after the pandemic, this trend represents a sharp and clear setback.

To reduce its impact on the planet, the fashion industry was supposed to evolve, experimenting with new sustainable paths. The pandemic, which worked as a catalyst, highlighted this urgent matter.
Therefore, a more balanced structure and timing, shorter production chains, and healthier consumption habits seemed a conscious evolution to pursue. A need to change for the better.

The ultra fast growth

But unfortunately, the industry moved from fast fashion to ultra-fast fashion! And you know what? Consumers really loved it!
Astonishing! That is the biggest change trending everywhere.

Now with 5€, you can buy a dress. Of course, this new production trend is more polluting than fast fashion. But does anyone care? Even if it is more polluting, ultra-fast fashion has become very very popular.

Ultra-fast fashion and resale

At the same time, the resale of these extremely poor-quality items grows. But what is the point of reselling ultra-fast fashion garments? Reselling garments made with a zero concept of durability is just smoke and mirrors.

Indeed reselling garbage clothing that, if you are lucky, will survive the first laundry simply hides a push to overconsume. The industry makes higher productions of very cheap garments. And as a consequence, young and not-so-young purchase more and more pieces.

All of this has nothing to do with sustainability! So, when they say Gen Z prioritises sustainability, what are they talking about? And what do they mean by sustainability?

Ultra fast: the wrong answer

The problems we are witnessing will not be solved by making more things and consuming more!
But it seems very few people really care. Do you care?

From fast to ultra-fast: a cultural regression Read More »

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!

Sustainable music events: a new trend Read More »