sustainable fashion awards

The (Un)Sustainable Fashion Awards 2025: Greenwash event at Milano Fashion Week

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A green carpet during Milano Fashion Week to celebrate fashion’s greatest paradox


On September 27, 2025, the Teatro Alla Scala hosted the CNMI Sustainable Fashion Awards, the official green carpet event for Milano Fashion Week SS26. Its mission: to celebrate the innovators and Italian fashion houses, ostensibly driving the industry toward a sustainable future.

The event, organised by the Camera Nazionale della Moda Italiana in collaboration with the UN Alliance for Sustainable Fashion, promised to honour those distinguished by their “vision, innovation, commitment to craftsmanship, circular economy, human rights, environmental justice, and biodiversity.”

A symbolic green carpet welcomed guests like Anna Wintour and Naomi Campbell, who wore outfits made from sustainable materials, presenting a unified front for a greener fashion industry.

The celebration: Nine green awards 


The ceremony proceeded to distribute nine awards, each targeting a key pillar of sustainability:

  • The SFA Craft and Artisanship Award: Tod’s Group
  • The SFA Circular Economy Award: Regenesi
  • The SFA Biodiversity and Water Award: Ermenegildo Zegna Group
  • The SFA Climate Action Award: Schneider Group
  • The SFA Diversity and Inclusion Award: Willy Chavarria
  • The SFA Groundbreaker Award: Aura Blockchain Consortium
  • The SFA Education of Excellence Award: Kiton
  • The SFA Human Capital and Social Impact Award: Saheli Woman
  • The Bicester Collection Award for Emerging Designers: The Sake Project

The pinnacle of the evening saw Anna Wintour present the New Legacy Award to Giorgio Armani. 

However, by all official accounts, it was a night of triumph—a consolidation of brands’ sustainable missions, widely covered in the press as a positive step forward. 

Yet, according to Ansa, “Prosecutors request judicial administration for Tod’s. The Milan Public Prosecutor’s Office has requested that high-end shoemaker Tod’s spa be put into judicial administration over alleged worker exploitation at factories run by Chinese people in its production chain, sources told ANSA on Wednesday, confirming a Reuters report.”

After all, it’s even ironic with all the brands put under investigation for labour exploitation. Tod’s is simply the last one added to the list. How does CNMI evaluate this particular aspect of “sustainability?”

Sustainable Fashion Awards: What do they even mean?


And so, for one night, all these people wore sustainable materials. The headlines celebrated a green vision. The brands were applauded.

But this is where we must pause and ask: What does any of this actually mean? Does anyone there have an idea of what “sustainable” means? 

Does a single award cancel out a brand’s vast linear production model? Does it justify the immense water and land use of a global supply chain? And does wearing one sustainable outfit on the red carpet make the entire attending house sustainable? Really, what are we talking about?

Sustainability: The uncomfortable truth


The uncomfortable truth is this: true sustainability in the fashion industry, as it currently operates, is a myth.

Celebrating “Sustainable Fashion” at a glitzy awards gala is the industry’s greatest paradox. These awards create the illusion of progress while the core system—built on overproduction, overconsumption, and globalised, opaque supply chains—remains fundamentally unchanged.

A few sustainable collections or material experiments are not enough to offset the environmental and social footprint of a multi-trillion dollar industry. 

In order to be truly sustainable, the fashion industry wouldn’t need awards; it would need to be redone from scratch. The very nature of these ceremonies exposes their inherent contradiction, a point perfectly illustrated by an excerpt including a telling anecdote from our book This is Greenwashing:

“While the name suggests recognition of progress towards circularity or sustainability, these awards rarely go to small, independent brands. Instead, they spotlight the same top fashion houses – the ones with the largest environmental footprints and marketing budgets.
At one edition of the Green Carpet Fashion Awards, designer Antonio Marras presented a dress crafted entirely from recycled fabric. Yet, because the fabrics weren’t sourced from certified sustainable labels, the jury asked him to remake the garment from scratch. The irony of this anecdote is striking—is it about promoting recycling, or ticking certification boxes? And really, is there anything more unsustainable than that?” 

Yet here we are, celebrating something that doesn’t even exist. This story encapsulates the entire paradox. It’s not about substance; it’s about spectacle. With the Sustainable Fashion Awards 25, we are not celebrating sustainability. We are celebrating its carefully branded illusion.

Want to learn how to spot the illusion?
Discover more in This is Greenwashing.

🌍 Buy the eBook (English Edition) on your favorite digital store: https://books2read.com/u/bpgxOX

The Italian Edition will be released in a few days!

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Milano Fashion Week SS25 Celebrates Ignoring the Storm

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Exploring fashion’s refusal to acknowledge reality


Milano Fashion Week SS25 has just closed, and while the event was celebrated with high-energy words, it has done so by ignoring the storm brewing around the industry. The message seemed to be: No worries, better times will come. But, the contrast between the stakeholders’ storytelling and the fashion industry’s current struggles is hard to overlook. Despite the glamour, both the Chamber of Fashion and most brands continue to ignore the undeniable realities – financial instability, unsustainable practices, and a larger economic and planetary crisis.

This disconnect is unsettling, as the focus remains on maintaining an illusion of success while the foundation crumbles.

About Milano Fashion Week SS25


Magazines, TV news, and interviews painted an energising picture of the MFW SS25. “Many international buyers, most from Asia,” boasted Mr. Capasa. Yet behind the scenes, a different story unfolded. Some fairs experienced entire days without any attendance. It’s clear: selling something in a controlled environment means highlighting only the positives. But business as usual, amid economic, social, and planetary crises, feels deeply misguided.

We quote Cristiana Schieppati from “Chi è Chi News” as her words resonate with us:
“But let’s talk about this week, which has been a bit like my dog when I scold him, and he gives me that guilty look. Everything felt a bit subdued, with few people around (very few foreigners), lots of marketing, few newspapers handed out outside the shows, and many phrases like ‘hang in there, better times are coming, we’re doing fine despite everything.'”

This season’s runways saw more creativity, blending playful elements with good tailoring. Perhaps this was fashion’s attempt to deflect from the harsh reality. A desire to offer a bit of joy amidst an endless “permacrisis.” Archive pieces were given new life in chaotic, contemporary ways, encouraging individuality through personal style. The message seemed to be: wear clothes however you want, and bring statement pieces into everyday life with a casual twist.

And yes, we could mention some shows we found interesting. In fact, some designers did great work capturing the essence of their vision. For instance, Antonio Marras, Prada, Bottega Veneta and Moschino. But at this point, does that really matter? And what’s the sense in celebrating sustainability when the same names that dominate Fashion Week are rewarded year after year? How can the industry claim to be embracing change when it continues to spotlight the very players whose practices remain questionable?

Conclusion


Despite the brilliance of some collections, Milano Fashion Week SS25 has ultimately chosen to celebrate while ignoring the storm, showcasing the industry’s startling refusal to confront reality. Who needs to make a change if not the Italian Chamber of Fashion?

By the way, we have little reason to believe Paris Fashion Week will be any different.

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Sustainable Fashion Awards 23

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What are we celebrating?


The Sustainable Fashion Awards 23 closed the Milano Fashion Week. Camera Nazionale della Moda Italiana arranged this award ceremony to celebrate the designers who stood out for their environmental commitment, ethical practices and social rights.

We should be happy with it, celebrate the winners and move to Paris! No?

Held at Teatro La Scala, the Sustainable Fashion Awards reminded us that although the fashion industry is polluting, the Italian supply chain is progressing towards a greener way of operating the fashion business.

In other words, this event is a counterpart to the Milano Fashion Week. However, you’ll find the same names you saw on the runways throughout the week, only now under a different umbrella–a green one. Event and brands presented with labels so familiar to marketing, intentionally or not, blurring into greenwashing.

Sustainable Fashion Awards & The elephant in the room


Perhaps industry players, business owners, and designers are developing a higher consciousness about green matters. And, perhaps, some changes could be relevant. However, we cannot understand how these changes can align with a production model based on overproduction.

It’s one or the other! And since the two elements aren’t consistent, they cannot stand on one plate because they clash.

The fashion industry has one major issue: overproduction, the elephant in the room, which none dares to mention. But if we still have overproduction, there’s no sustainability. No effective change in production chains will be enough without interrupting the overproduction pattern.

Sustainable Fashion Awards 23 witnessed a progression in the fashion industry towards greener practices, elevating environmental consciousness. But, as Mr Pierre-Alexis Dumas, Hermès creative director, said at Triennale: “Sustainability, that’s where we have a problem in fashion. We are making a change with low impact facilities and manufacturing practices. Perhaps in 15 or 20 years we’ll see the result and we’ll finally be sustainable.”

Unfortunately, according to climate scientists, we do not have that time. So, in the end, what are we celebrating now?

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