Fashion that changes for sustainability? It is now a reality!
Sustainable fashion: A trend that fortunately is catching on! We are well aware that the fashion industry has always been accused of being not very responsible from an environmental and social point of view, as we have seen in depth in questo articolo. However, in recent years, more and more companies in the sector are taking steps to become more sustainable through Launch of special collections, new materials and concrete actions by designers.
We know it well, one of the main concerns of the fashion industry is environmental impact. The production of clothing involves the use of natural resources, such as water and textile fibers, which generates huge waste and greenhouse gas emissions. For this reason, many fashion houses are developing Sustainable practices to reduce the environmental impact of their production: sustainability issues are becoming an integral part of company strategies starting from some luxury brands to fast fashion chains. 
European initiatives
The European Commission to try to supervise how fashion industries consume and produce, proposed a series of initiatives aimed at Sustainable transformation of the production sector, through some standard certification criteria. Especially:
– The frequent practice of destroying unsold garments will be made illegal;
– Stop microplastics, will be preferred the choice of non-synthetic materials, and incentives for investment in filtering technologies for industrial and domestic washing machines;
–Transparency: the market must have the right to know how, where, by whom and how the components of the clothes we wear are made;
– No greenwashing: all communications on the sustainability of a product must be supported by verified scientific evidence;
– EPR u2012 Extended producers' responsibility: the EU Commission has proposed that are the brands to take care of the management of the end of life of each item produced through the payment of a dedicated tax which will be used to strengthen collection, recovery and recycling systems;
– To limit the business model of fast-fashion brands, responsible for triggering unsustainable cycles of overproduction and overconsumption, the Commission calls for a reduction in, among other things, in the number of collections and drops per year;
– Research and innovation: research support for development of new technologies for the recycling of textile materials and new bio-based materials.
– Social justice: the Commission requests that articles made under conditions contrary to fundamental human rights are no longer allowed on the European market;
– Vintage or waste: Recovering used clothes for resale has become increasingly difficult and expensive due to the poor initial design quality of the garments. A cost that Western countries export by selling more than half of the clothing used to non-EU countries whose landfills and natural resources are, however, now saturated. The export of used clothes, the Commission proposes, will therefore only take place to countries that demonstrate the will and ability to manage them.
These innovative initiatives, if promoted by the European Parliament and the European Council, would succeed in making our continent's market the first in the world to acquire rules in harmony with each other on the sustainability of products.
Sustainability is also becoming increasingly important for consumers, who are increasingly aware of the consequences of their purchasing choices, and thanks to this many fashion brands are the first to want to appeal to this sensitivity.
In fact, recently some brands have decided to remodel its logos according to a philosophy with low environmental impact. Smoothed corners and lightened the heritage, the logos seem almost to reproduce the symbol of recycling.
He did. Louis Vuitton, launching a sneaker composed of 90% recycled material and LV lettering ending in arrows, Valentino who added arrowheads to the ring around his "V" lettering accompanying the launch of sneakers that included recycled and bio-based materials and also the logo Prada He transformed his arrowhead to signal his ambition to phase out all virgin nylon from his collections.
In conclusion, we can say that Sustainability and fashion is a possible and necessary combination. Both from an environmental and social point of view, companies in the sector must take steps to become more sustainable, and fortunately this seems to be happening more and more frequently.
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