• Companies / Aziende,  Fashion/Moda

    H&M and Norrøna: the Norwegian authority’s warning for misleading marketing risk

    H&M and Norrøna received a warning from the Norwegian Consumer Authority (CA), an independent administrative body tasked with overseeing the market to enforce buyer protection laws. On June 16, the CA sent a letter to Norrøna, H&M and the Sustainable Apparel Coalition (supplier of the Higg Material Sustainability Index – MSI) to point out that the environmental benefits declared in marketing campaigns and linked to the Higg index must be true and not exaggerated. The textile industry must be aware that the commercialization of environmental benefits, which is based on the sector MS index, can easily be considered misleading and illegal. When the apparel industry and other industries use environmental…

  • Climate change,  Environment/Ambiente

    Sustainability: a women’s stuff?

    When I read an article on sustainability as “women’s issue” (Suzanne Elliot, 2021, Euronews), I was intrigued to the point of investigating and better understanding how and why there can be a green-feminine stereotype. Although in the current context of gender fluidity its significance could be questioned, it could help in a more effective dissemination of sustainability messages. Several studies indicate that there is a gender gap with regard to care for the environment. According to research by Mintel (2018), men waste more water and food, recycle less, are less careful about turning off lowering the heat when they leave the house, and less inclined to encourage family and friends…

  • Companies / Aziende,  Fashion/Moda

    The “trashed” sneakers is dividing the fashion world

    The “trashed” Paris sneakers from Balenciaga trigger conflicting opinions: there are those who criticize them harshly and those who instead recognize the creative value. Click on the video below to discover why:   We asked readers to share their opinion on Paris sneakers. Lavinia De Nero Papa, image consultant How many times have we seen the personalization of fashion items by artists. Remember Louis Vuitton? In my district there is a famous craftsman who made pit shoes. He buried them for some time and afterwards they were aged and worn. I will not tell you the price. Now it is absurd to us. For an ethical question. Yet you see…

  • Diversity&inclusion,  Fashion/Moda

    Fake plus-size models: inclusivity washing

    The fake plus-size models, hired by brands to communicate how accessible clothes are to those with more abundant shapes, are an example of inclusivity washing. It is showing initiatives of inclusivity without a real strategy that seriously involves minorities, which effectively nullifies any differentiation in the face of diversity and which addresses the public avoiding any discrimination. Norwegian model Karoline Bjørnelykke brought to light the case of fake plus-size models in fashion campaigns, telling in a video on Tik Tok: I’m a plus-size model. Which means that I sometimes work for plus size brands. These brands typically carry size XL-5XL. If you have eyes, you can see that I’m not…

  • Companies / Aziende,  Dove acquistare,  Fashion/Moda,  Modern slavery / Schiavitù moderna

    Primark: does more sustainable cotton mean sustainability?

    Does more sustainable cotton automatically indicate a brand’s sustainability? Primark communicates the progress of the Sustainable Cotton Program and there is nothing but talk of sustainability after the launch of the Primark Cares line. The Irish fashion retailer, owned by Associated British Foods (ABF), says it aims for garments to last longer, to reduce the company’s impact on the planet and to improve the lives of the people who make the products. In the section dedicated to sustainability, between attention to the environment and commitment to people the multitude of virtuous messages strikes the reader. Is this really the case if we take a closer look at the data? Why…

  • Environment/Ambiente,  Events,  Fashion/Moda,  Responsible life / Stile di vita resp.,  Vintage/Second-hand

    A lifetime of clothing: the tallest closet in the world

    Do you know how many are a lifetime of clothing? Since we usually throw away the clothes we no longer use over time, do we get an idea of how many there are in total? To answer this question, in 2018 Benjamin Von Wong and Laura François came up with the idea of gathering them all in a single wardrobe, creating the tallest wardrobe in the world: in a single instant, those who look up can see a life of clothes with their own eyes. The wardrobe is different for each of us, according to the economic availability, the era, the culture. Benjamin and Laura have estimated the number of…

  • Events,  Fashion/Moda,  Modern slavery / Schiavitù moderna

    Money. Fashion. Power. It’s the Fashion Revolution Week

    April 18-24: is the week dedicated to the fashion revolution. It was created to commemorate the collapse of the Rana Plaza, the building in the Dhaka region of Bangladesh where more than a thousand people died on 24 April 2013. The factories produced clothing for well-known international global brands. From that moment on, the spotlight began to be focused on what lies behind the fashion industry. We talk about it every year because we don’t want this dramatic event to happen in vain, and to stop the repetition of tragedies like this one. 👉🏼 Challenge yourself with our  QUIZ!  You can win a gift! We talk about this and the…

  • Circular economy,  Companies / Aziende,  Fashion/Moda,  Recycling/Riciclo

    UE: “We want fast fashion out of fashion”

    On 30 March 2022 the European Commission published the Sustainable and Circular Textiles Strategy, long awaited to lead the fashion industry towards sustainability by cleaning it from the dark sides. Textile consumption in Europe has the fourth largest impact on the environment and climate change, after food, shelter and mobility. The strategy implements the commitments made under the European Green Deal (#EUGreenDeal) and the new action plan for the circular economy. The EU thus begins to define end criteria for textile waste used not only as clothing, but also for household, cars, medical equipment, buildings and many other applications. The strategy aims to propose actions for the entire life cycle…

  • Circular economy,  Companies / Aziende,  Fashion/Moda,  Recycling/Riciclo

    UE: “Vogliamo far uscire di moda il fast fashion”

    Il 30 marzo 2022 la Commissione Europea ha reso pubblica la Strategia per il Tessile Sostenibile e Circolare, tanto attesa per condurre l’industria della moda verso la sostenibilità ripulendola dai lati oscuri. Puoi ascoltare qui l’articolo: Strategia Tessile EU Il consumo di tessili in Europa ha il quarto maggiore impatto sull’ambiente e sui cambiamenti climatici, dopo cibo, alloggio e mobilità. La strategia attua così gli impegni presi nell’ambito del Green Deal europeo (#EUGreenDeal) e del nuovo piano d’azione per l’economia circolare. L’UE inizia infatti a definire i criteri di fine vita dei rifiuti tessili utilizzati non solo come abbigliamento, ma anche per la casa, le automobili, le apparecchiature mediche, gli…

  • Uncategorized

    Amazon launches the sustainable brand Amazon Aware

    The online commerce giant unveiled Amazon Aware, a new sustainable brand of affordable, carbon neutral fashion, home and beauty. “Customers want to shop in a more aware way; we want to make it easier”, they explain on the site. “Amazon Aware is an essential line for everyday wear, home, beauty and more, all with third-party certifications featured in our Climate Pledge Friendly program”. Why sustainable? The products are certified as “zero emissions”. Climate Partner, a company compliant with the GHG (Greenhouse Gas) protocol, calculates the carbon footprint considering the emissions over the life cycle of the product. In support of its commitment to sustainability, to ward off suspicions of greenwashing, there…