Consciousness conquers fashion brands from Stella McCartney to Valentino.
Fashion wears green. The world is changing and so is the fashion industry, which over the years seems to have acquired a new awareness; both towards itself and the environment it inhabits. Indeed, more and more brands, season after season, have realized the importance of embracing a more ethical and circular business model in the production and fulfilment of their collections. Thus under the flag of sustainability, labels such as Stella McCartney, Vivienne Westwood, Marine Serre, and Chloè appear at the forefront, having introduced various kinds of eco-friendly cleverness that can, for example, offer vegan alternatives to leather, such as those derived from mushroom roots, or use cruelty-free, low-impact materials made from the fabric scraps of previous lines. But there are also Italian entities such as Valentino, Renzo Rosso's Otb Group, and Brunello Cucinelli, which has joined "The sustainable market," the initiative from His Royal Highness Prince Charles that aims, through the involvement of specific fashion task forces, to achieve a more sustainable future. For fashion alone, the green luxury revolution has also seduced the jewellery world and HOMI Fashion&Jewels has become its sounding board with some precious labels from its community that defend planet earth through their environmentally friendly lines. Does a totally conscious look then exist? Yes, and the upcoming fashion seasons will glow with green hope.