Sustainability and Eco-Friendly Design in Fashion Weeks
It’s great to know that most fashion brands are looking for ways to incorporate sustainability and eco-friendly practices into their businesses. Last year, London Fashion Week was the first main fashion week to go fur-free.
But this isn’t happening at every fashion week. Some fashion brands are acting responsibly, adopting a more eco-conscious approach, and this is really good. But at the same time, they’re turning this into a PR strategy. Sustainability and eco-friendly should be about actions, not sending press releases and making green scenarios.
Let’s review sustainability in some shows from Paris Fashion Week:
During Paris Fashion Week SS2020, seventy-five percent of Stella McCartney’s collection was sustainable. Certainly, the British designer has the ethical and eco credentials that consumers say they care about.
Noir by Kei Ninomiya had a clear message. “We are now provoking our own apocalypse. So let’s do something in order to help nature because even if it’s stronger than we could imagine. It’s really suffering now.” The first looks seemed like pure white snow, alongside real headpieces by Azuma Makoto. And after some looks, the pollution soiled the show with a black glaze that, look by look, turned into a deep and total sea of black.
The Dior Show was set with a marvelous forest of trees, like an inclusive garden and they were supposed to be replanted in different areas of Paris after the show. Outside the show, the opposite was happening. Lots of cars, with engines running, waiting for the people polluting the air and the ambiance.
Words by Rita Archer