Sustainable fashion is our choice

Sustainability. How much have you heard of it these days? It’s a very hot topic lately, after the start of the pandemic more than ever. Clearly, braking has benefited many, not everyone, who have been able to dwell on certain aspects of their lives and use the extra time available to better inquire. Or at least I hope so.

Because usually just talk about sustainability the common thought goes towards something eccentric, a way of living a little over the top is the preserve only of certain groups of members of wealthy elites who can afford products considered too expensive. Or as an alternative to bizarre individuals who move with their backpacks, they live by gimmicks around the world totally disconnected from what is considered the current reality, regardless of the real problems of “normal” people.

It really is time to unwrap these prejudices as well as clichés about something that is not just about “certain bizarre groups” but all of us. Certainly to this day this has not been well managed at the level of communication, for too long and especially by those who say they care more about us.

Because, it will be unpleasant to say, but if you want to get to have “the attention of the mass” you can not communicate with a message that in the form is too different from its way of seeing.

Too often when large movements are activated that deal as the main issue the health of the planet and what can be done to improve the situation, communication takes place in a way that in our country is not generally well received.

A mass demonstration with stage, extremely loaded front-man, deafening music, somersaults and bivoocchi. It’s hard for this to positively affect those outside. Because it is a kind of communication for its own sake and in favor of a present audience that accepts it because it has already accepted the rest of your vision and that considers both one and the other as revolutionary. On the other hand, most of those who see the whole thing from the outside and have never been hit will often see it as a parade of facets that “so morning they don’t go to work”. This is a face of the most common feeling of the word “sustainability”.  Or, if you talk about it, you are: an intellectual – naif – radical chic. 

Fortunately, in recent times there has been an increasing focus on what you buy at least in terms of nutrition. Official figures show that BIO and VEGANESIMO are constantly increasing in Italy by 2% every year. The reasons are health and well-being (23.2%), love and respect for the animal world (23.2%). This probably has more grip because the nutrition is about what we directly take and therefore we feel more involved and responsible. The nutrition-health ratio is much easier to identify and today more than ever this topic is very much heard.

Unfortunately, this does not yet seem to have an effect on the fashion world even though it is the second most polluting industry in the world after the oil industry. This has not yet made inroads in the common feeling that evidently fails to identify what it buys to dress as an influential and decisive factor in the health of the planet. Also because the purchase of what concerns clothing is very often driven by an emotional and emulative factor, two impulses evidently difficult to manage on an unconscious level.

On the other hand, the very fact that the fashion industry has such an impact on the health of the planet cannot, consequebly, make sustainability a topic that affects only a small group of people. It affects everyone at every level, from the worker to the manager, from the walker to the CEO of a multinational company, from children to the elderly. We need to change the way we communicate its importance by moving to a universal message that excludes classifications. The various actors in the whole system need to make peace with each other so that the message can arrive unique and clean to the public, without differences of vision. But the push can also start with you reading, you are part of that audience and that group of consumers that once you become aware of the importance of all this, can influence the operations and choices of a market that for too long has influenced it instead of being directly influenced by who the end user is.

You understand what your real needs, needs and priorities are also inherent in the future and the choices you will make as a result will also lead to the change of course of a system evidently in such a spiral of self-celebration without control that is leading it to self-destruction. And us with him.


Good steps, soon.