What is enclothed cognition and why is it changing sustainability?
How the clothes we wear shape our thoughts — and why that has a lot to say for sustainable fashion Enclothed cognition refers to the way clothing influences psychological processes such as thoughts, feelings, and behaviors, both through physical sensation and symbolic meaning. Research shows that this effect depends both on the associations we make when we wear clothes and on the physical experience. In recent years, this phenomenon has opened a fascinating window into the relationship between what we wear and what we think, feel, and do. The coat that sharpened the mind It all starts with a now-classic study, published in 2012 by Hajo Adam and Adam D.…
Shein Paradox in France: Online Shop Suspended
Shein opened its first permanent store in France, inside the BHV Marais, a central Paris institution, on November 5, 2025. On the same day, the French government announced the initiation of a procedure to suspend access to Shein’s online site until it demonstrates full compliance with national laws. The decision came after the French consumer watchdog (DGCCRF) discovered disturbing ads on the Shein marketplace: sex dolls with “child-like” features and even prohibited weapons, such as machetes and large knives. In response, Shein announced a global ban on the sale of sex dolls on the platform, temporarily suspended the “adult products” category in France, and took action against the responsible sellers.…
Gucci, Chloé, and Loewe sanctioned by the European Commission: what this means for sustainable and ethical fashion
On October 14, 2025, the Commission fined three major luxury brands—Gucci, Chloé, and Loewe—a total of €157 million (approximately US$182 million) for restrictive practices regarding retail price revaluation. According to the Commission, the three brands imposed conditions on their independent retailers that limited their pricing autonomy (both online and in-store), defining maximum discounts, predetermined sales periods, or even prohibiting certain discounts. Gucci received the highest fine (approximately €119.7 million), Chloé about €19.7 million, and Loewe €18 million. The fines were reduced thanks to the brands’ cooperation with investigators. Why it matters For the first time in the luxury fashion sector, the Commission highlights that price-control practices can constitute a violation…
Incorrect information on garments: 41% of labels are misleading
In the ever-evolving landscape of sustainable fashion, transparency stands as a fundamental pillar for both brands and consumers. Textile labels are meant to be a beacon of truth — yet some studies expose a very different reality: a large share of garments on the market carry misleading or incorrect information about their material composition. Incorrect labeling undermines the integrity of the fashion industry. The Dutch Study: 41% of Labels Are Wrong A study conducted in the Netherlands* on more than 10,000 garments revealed alarming statistics: labels were inaccurate in 41% of cases. Most of the sample consisted of post-consumer, non-reusable clothing items discarded by consumers and delivered to a textile…
T-rex Leather: Reality or Science Fiction?
A project launched in 2025 has given life to Elemental X™, a material dubbed “T-rex leather” because it is inspired by reconstructed DNA fragments of a Tyrannosaurus rex. This unusual material, designed to be a more sustainable alternative to animal leather, was developed by Lab-Grown Leather Ltd, in collaboration with the creative agency VML and The Organoid Company. What It Is and How It’s Made At the core of this material lies fossil collagen, a protein that—though only in traces—has survived millions of years inside dinosaur bones. Scientists don’t have complete dinosaur DNA, but they use these fragments as a blueprint to design and reconstruct protein sequences reminiscent of the…
Luxurywashing: Does luxury rhyme with ethics?
If we were to ask those who buy designer clothes worth thousands of euros whether they believe these products are more sustainable, many would likely say yes. The high price is often interpreted as a guarantee of quality, traceability, and respect for labor rights. However, the recent scandal involving Loro Piana—a historic Italian cashmere brand under investigation for labor exploitation—undermines this belief. And it’s not an isolated case. Max Mara, Dior, Armani, Valentino are among other luxury brands recently implicated in cases of poor labor conditions. It points to a deeper issue. In this article-podcast, we explore the phenomenon of luxurywashing—the construction of a “green and ethical” image that masks…
“You’re Obese”: The Dark Tale of the Workers Behind the Glitter
When fashion forgets who sews it In the 1960s and 1970s, female textile workers in Reggio Emilia went on strike in major factories like Confit, Bloch, Maska, Max Mara, and not just for wages. They demanded rights over their bodies, their health, their time. They worked in environments saturated with fibers, standing for hours, with night shifts that left no room for motherhood, life, dignity. Those women, often invisible in the union narratives of the time, brought a new urgency to the heart of the factories: the struggle was not just economic. It was existential. In cases like Max Mara, the workers demanded recognition of the trade unions and national…
Why Do We Buy Fast Fashion? The Key to Changing Purchasing Behaviors
A recent Spanish study analyzes how education and social norms influence fast fashion purchasing choices. Discover what could be the key to changing consumer behavior. Fast fashion consumption thrives largely as a function of our purchasing behavior, driven by the desire to own more and more clothes and supported by the continuous decrease in prices. Through what we buy, we express ourselves and strengthen our identity towards ourselves and towards others. In cultures where our purchases convey self-realization and identity expression, clothes represent a visual language that communicates our belonging to certain social groups, cultures or communities. We are driven to change our identity through new clothes and we are…
Silk waste between innovation and sustainability: interview with Cosetex
Silk is synonymous with luxury and glamour, but did you know that it can also be an innovative and environmentally friendly material? In the new episode of our podcast, we interviewed Silvio Mandelli, CEO of Cosetex, a company with over 120 years of experience in the recovery of silk waste. Cosetex has revolutionized the industry by transforming what was once considered waste into new opportunities: natural padding, high-quality yarns and collaborations with the denim world. Silvio tells us about the environmental benefits of silk, such as its ability to capture CO2 and the fact that it does not produce plastic microfibers. But what does “silk waste” really mean? How did…
Fashion and sustainability regulations: risks, sanctions and opportunities
It is not enough to create products in a greener and more ethical way. There are other steps needed in fashion and textiles to gain people’s trust, show commitment to sustainability and avoid sanctions and fines. In view of the new regulations, we discuss this with lawyers Camilla Gentile and Isabella Carantani of the law firm Close to Ius, with whom we are organizing a dedicated workshop: Sostenibilità e Normative Tessili. Isabella supports companies in adopting targeted legal solutions for the ethical and transparent management of business practices, specializing in industrial property, environmental and social sustainability and transparent communication. Camilla focuses on legal advice in the area of sustainability and…
