A few years ago the stylist Marine Serre said “being sustainable now is no longer a choice but survival”. Perhaps not everyone knows that the fashion industry is the second most polluting on the planet, after the oil industry. For example, jeans are one of the most polluting garments in history. Today fashion has had to adapt, trying to shorten the supply chain and reduce the collections. Until before the pandemic, we were faced with a “See now, buy now” system. If we had seen the things in a runway show we could have ordered them the next day. This brought the system to a frenetic pace, generating an alarming consumer system. With the pandemic we stopped, and the fashion system discovered, together with the economic damage caused by standing still, the environmental damage it caused. If for many companies it was already planned to go green, the market has finally actually begun to change production, reshaping the whole question of packaging, which has become greener, paying attention to materials, and to all the process that generates it. But above all we have begun to use fibers from recycling, from bottles that are in the sea, from waste and surpluses. From the point of view of consumers, the new generations are more aware of what they are going to buy. Generation Z is 40% of the market, and this greater awareness leads them to have more knowledge of what they buy and how long what they are going to buy can last. We try to have a less full but more durable wardrobe.


Veronica Timperi