“Silvia Furmanovich 18-karat-yellow-and-white-gold earrings with topaz and diamonds.”
“This New Chestnut Hill Jewelry Boutique Is the Opposite of Traditional. A Nantucket-born jewelry boutique brings its gemstone expertise to Chestnut Hill”, Makena Gera.
“For those unsure of what they want until they see it, the boutique also stocks jewelry from 17 designers, each handpicked by Jetter. From quirky earrings by London’s Robinson Pelham to unisex rings in 18-karat gold from California-based Hoorsenbuhs to Brazilian maker Silvia Furmanovich’s marquetry-enhanced pendants, the owner makes sure the Vault has a little something for everyone”, Makena Gera.
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“2022’s Sunglasses Trends Are All About Nostalgia”, Laura Lajiness Kaupke.
The TZR platform presented the Lapima association’s Mafalda sunglasses in the March issue, “2022’s five biggest sunglasses trends”.
“A return to creative self-expression and dressing up is another reason for 2022’s bold and vibrant sunglasses trends”;“Stand-out sunglasses in statement silhouettes that will get you noticed are important this year”; “From futuristic to retro [silhouettes], or bright and bold color, it is all about sunglasses in striking shapes”, Beth Kanfer, Nordstrom’s fashion director for accessories and footwear.
#Lapima #TZR #Nordstrom #Sunglasses #Óculos
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“23 swimwear brands to have on your radar”, Sophie Cockett.
Glamour UK featured associate Haight in the April 2022 issue, “23 swimwear brands to have on your radar ahead of summer”.
“With styles versatile enough to double up as daywear layering pieces, Rio-based Haight is a swimwear brand that’s all about clean lines, unexpected shapes and block colours. If you’re after a minimalist approach to your holiday dressing, this is the swimwear brand for you”, Sophie Cockett.
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“Innovate with purpose to create meaningful technology products and experiences”, WGSN.
New trends of behavior and consumption in the fashion universe.
During the pandemic, new consumer behavior promoted business opportunities for fashion companies, propelled the emergence of consumer trends.
Data and Insight
Technology is becoming increasingly important when it comes to consumer relationships. The advances in technology accelerated during the pandemic and research made byThink with Google revealed some insights: 88% of online shoppers research online before making a purchase; 3 out of 4 consumers in Brazil buy fashion and beauty products on online platforms.
“Technological innovations are powerful allies to attract customers. Digital makeup and augmented reality for fashion, for instance, are recent trends.”
Consumer Technology
“Innovate for the purpose of creating products and significative technological experiences,” WGSN.
Predicting new consumer technology tendencies enables the creation of products that will improve the lives of future consumers, foreseeing new lifestyles and guiding the design of new products.
Setting a price for fashion with science
Applying statistical approaches to pricing methods in fashion can lead to substantial improvements in product sales and margins.
Pricing is one of the most challenging areas for fashion apparel retailers due to the high SKU (Stock Keeping Unit) complexity, limited item comparability, and frequent flow of new collections.
Merchants prefer to rely on the intuitive sense of the price consumers would be willing to pay, competitive benchmarking, and margin contribution. Even though this is the age of big data and online pricing transparency, this reliance on subjective pricing still prevails in the marketplace.
Heuristic Model
“We recommend a model that allows merchants to enhance their business judgment and gut intuition with science”, McKinsey & Company.
The “heuristic” model uses internal and external metrics that incorporate relevant factors. The initiative applies statistical analysis to filter these factors and tailor metrics to each retailer’s business strategy.
Pricing factors: Domestic economics influence the retailer’s product margin target; competitive dynamics can drive the price to a higher level; on the other hand, brand value can push prices down.
The model presents two problematic indicators in apparel pricing: elasticity, relatively common in consumer sectors that rely on stable data points.
“Gauging the appropriate level of elasticity is critical, because this assessment is then used to guide overall price adjustments, to project new unit volume, and to quantify net revenue and profit impact”, McKinsey & Company.
Another innovative indicator: the perceived value of individual product attributes.
“By breaking down all possible attributes and understanding their perceived value, the pricing can be tailored appropriately. Although each of the indicators could be used individually to set a price for a style, we believe retailers should use a combination of relevant indicators, assigning a weight to each one, in order to arrive at a price recommendation. Depending on the retailer’s objectives, that recommendation could maximize product profitability or market share”, McKinsey & Company.
Stronger analytical capabilities and rethinking how to collect and structure the data relevant to each indicator are essential tools for implementing this approach. And understanding the retailer’s business and strategic pricing objectives determine the weight of each process indicator.
“Although this approach relies on the ‘science’ of external analytical tools, it remains rooted in the ‘art’ of merchant expertise and knowledge. Because it is based on strategic decisions for weighting indicators, it is a flexible model that can easily be updated to keep pace with changing business strategies. As long as fashions change with the seasons, there will always be an element of unpredictability in apparel pricing. Retailers have much to gain by harnessing the wealth of knowledge they have at their disposal and applying these innovations to their apparel pricing strategies”, McKinsey & Company.
AssociatesFlávia Aranha andMovin are certified bySistema B Brasil, which is the purpose of the brand’s impact and is at the heart of its business model; profits and growth provide a force for good: triple positive impact for your employees communities and the environment.
“A more inclusive, equitable, and regenerative economic system,” Sistema B Brasil.
“We are the first Brazilian fashion company to receive the B company certificate, the B Corp Certification, which recognizes and validates new organizational models that encourage the use of strong businesses to solve social and environmental problems, always in line with the concept of solidarity economy,” Movin.
Selo B companies balance purpose and profit in the following areas: Governance, Workers, Customers, Community and Environment.
“We have been certified by Sistema B since 2016. It is an initiative that is active in more than 50 countries, consolidating transparency in production processes and addressing socio-environmental impacts, equating them with profit in the priorities of a company’s management,” Flávia Aranha.
“More than three in five consumers say that environmental impact is an important factor in purchasing decisions,” McKinsey.
Conscious consumption and a more conscious future express the consumer’s social responsibility. Expanding circular business models, strategies to reduce waste and more efficient use of resources, promote positive environmental impact in the fashion industry. “The less impact on the planet, the more benefits there will be for businesses, people and the environment.”Read more about the importance of supplies in the circular economy…
Associates Vert and Osklen found an adequate reuse for their inputs. The initiative reassesses the work processes and the entire productive chain to evaluate current transformations and consumption demands.
“We do not believe in a romantic view of ecology. Our path is economic recovery. At VERT, this involves social work: rubber tappers and cotton producers receive a differentiated value for preserving forests and rural lands,” Vert.
“Pirarucu is one of the largest freshwater fish on the planet. Native to the Amazon, it is an important part of its ecosystem, in addition to being a source of income for riverside communities that live off non-predatory fishing. Our productive process protects the species, balances the region’s food source and economy, and contributes to the preservation of the Amazon rainforest,” Osklen.
The brand from Ceará,Catarina Mina, expresses transparency, awareness and collaboration.
“Transparent fashion, focused on the people who are responsible for the production process; the idea of a different kind of fashion has always enticed us – a fashion that inquires more than answers.”
The associate presents the Olê Reindeiras project in partnership with Catarina Mina and QAIR Brasil, to train and honor its collaborators, the lace artisans of Ceará.
“We believe in a different kind of fashion, fashion that is focused on the people who are responsible for the production process, and focuses its efforts on questioning, reassessing, reflecting and making decisions considering the collective. A fashion that sustains itself in a collaborative future. “
The creative alchimistSilvia Furmanovich portrays cultural richness and diversity creations with crafts, nature, ancient traditions, and unusual material.
“I have always collaborated with artists and artisans to new things. In this technological world, everything is being made by machines and we must all fight to keep traditional handicrafts alive,” Silvia Furmanovich.
The associate’s timeless art and design features unique alchemy, mined objects, traditional, natural and precious materials and techniques.
Sy&Vie, colorful and a with a touch of Brazilian soul.
“For us, each bag is like a sculpture. We cut, sculpt, and model each one by hand. We carefully think about each detail. We idealize each design, each sensation, and we create small works of art that contain powerful stories.”
The brand’s creative process transcends details and incorporates traditional marquetry, carving and assemblage techniques.
“My goal has always been to bring together my two greatest inspirations: nature and ancient artisanal methods of production,” Sylvie Quartara.
The artist looks for new materials and expresses sustainability in the use of certified wood, certified and sustainable leather, traceability in the production process, and the sustainable 3D printing technique on recyclable PETG for zero material loss.
“Artisanally produced. Artisanally conceived.”
Paola Vilas, innovative aesthetics and sculptures.
AssociatePaola Vilas represents modernist references and feminine forms in the creation of wearable sculptures.
“I chose jewelry as a way to express my view on contemporary issues such as feminism, but always from a provocative and sculptural aesthetic perspective,” Paola Vilas.
And last year,Paola Vilas promoted the unfolding of the brand’s conceptual universe and visual language in the new Home line: “sculptural pieces that celebrate the feminine and act as portals to a world where there are no limits between imagination and matter.”
“Bringing furniture to life, subverting the way we perceive our surroundings. Taking us out of the monotony of daily experience, subverting the way we perceive our surroundings and transporting us to a universe where anything is possible.”
Mariah Rovery, a pioneer in flower and fruit vitrification, promotes the blending of rough stones and jewelry classics in 100% reused gold.
“We are very concerned about the environment, and we are aware of the effects of our presence in nature. To reduce this impact, we took the initiative to exchange metals with the help of our customers and admirers.”
Creativity, Self-Expression, Colors, and Fun.
The brand presentsFlex, expressing personality, ideas and essence through malleable, 100% recyclable, handcrafted, national and carbon friendly accessories.
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The theme for Fashion Revolution Week 2022 is MONEY FASHION POWER. Inspired by the archival fanzine of the same name, this theme builds on the knowledge that the mainstream fashion industry relies upon the exploitation of labour and natural resources. Wealth and power are concentrated in the hands of a few, and growth and profit are rewarded above all else. Big brands and retailers produce too much too fast, and manipulate us into a toxic cycle of overconsumption. Meanwhile, the majority of people that make our clothes are not paid enough to meet their basic needs, and already feel the impacts of the climate crisis – which the fashion industry fuels.
“As we enter our 9th year, we will go back to our core, exposing the profound inequities and social and environmental abuses in the fashion supply chains. From the uneven distribution of profits, to overproduced, easily discarded fashion, to the imbalances of power that negate inclusion. On the other hand, inspiring new designers, thinkers and professionals all over the world are challenging the system with solutions and alternative models. Fashion Revolution Week is all of this, scrutinising and celebrating fashion, globally and locally, wherever you are.” – Orsola de Castro, Co-founder and Global Creative Director, Fashion Revolution
This year, Fashion Revolution is calling on global citizens to rise up together for a regenerative, restorative and revolutionary new fashion system. Throughout Fashion Revolution Week, the groundwork will be laid down for new laws on living wages for the people that make our clothes, brands will be encouraged to shift their focus away from endless growth, and consumers will be inspired to scrutinise the real value of what we buy.
To get involved, Fashion Revolution will provide the tools for people to write to their local policy maker about these issues, demand greater transparency in the fashion supply chain, support trailblazing small businesses and create their own fashion love stories to reconnect with the clothes they wear every day.
3 QUESTIONS TO ASK DURING FASHION REVOLUTION WEEK
1. #WhoMadeMyClothes
Does the person who made your clothes deserve a living wage?
2. #LovedClothesLast
How much did you pay for *insert favourite clothing item here*? And how much is it worth to you?
3. #WhatsInMyClothes
What would the world look like if brands restored systems instead of depleting them?
HOW TO GET INVOLVED IN FASHION REVOLUTION WEEK
Whether you’re a student, designer, producer, retailer, educator, union member or citizen, download a free digital Get Involved Guide to take action during Fashion Revolution Week.
NOTES TO EDITORS
The full schedule of global events and activations will be announced shortly at fashionrevolution.org and fashionopenstudio.com. Download images and campaign materials for press here and credit where appropriate. For further information and interview requests, please contact press@fashionrevolution.org.
About Fashion Revolution
Fashion Revolution campaigns for a clean, safe, fair, transparent and accountable fashion system through research, education and advocacy. Fashion Revolution is a global movement across 92 countries with a collective vision for a fashion industry that conserves and restores the environment and values people over growth and profit.
About Fashion Open Studio
Fashion Open Studio is a showcasing platform designed to shine a spotlight on best practice and innovation led by international fashion and textile designers, biotech start-ups and retail disruptors. The designers are selected for their commitment to a clearly defined criteria of responsibility, sustainability and circularity. During Fashion Revolution Week, designers share their products and processes in a radically transparent and accessible way.
“Luxury brands are evolving, more than 75% of the top 50 global luxury players are now using eco-friendly materials, while 75% are looking to reduce packaging, use more renewable energy and reduce carbon emissions”, WGSN.
In recent years the environmental, social, and governance (ESG) aspects of business have received increasing attention and companies have been pressured by legal, regulatory, consumer, and employee measures to use their values and culture to drive an ESG agenda.
“While it is tempting to view these three ideas separately and seek clear definitions, in reality these concepts often work together, with social issues at the center of the agenda. For example, is health and safety a governance concern because a company is required to meet certain obligations? Is it an environmental issue because an unsafe environment is likely to translate directly into a poor health and safety record? Or is it actually a social issue, since companies have an overall role that is to ensure employees, customers, and society at large are not harmed by their operations?” Drapers.
Companies promote their success, but in doing so, they must consider the interests, views, and concerns of all the parties involved – employees, suppliers, customers, shareholders, and the wider community at large.
The fashion world seems to feature prominently in one área of ESG: diversity and inclusion.
“For example, the FT Diversity Leaders survey that evaluated the views of over 100,000 employees regarding their employers´efforts to promote various aspects of diversity, including gender, openness to all forms of sexual orientation, race and ethnicity, disability and age, found that the top two employers of 850 that were surveyed were Hermès and Giorgio Armani. The consumer-oriented companies outperformed professional services and the financial sector´s companies. Also, out of the top 100 employers, seven were fashion brands,” Drapers.
The industry has also excelled in encouraging certain groups to thrive. However, the success of women and the LGBT Community in fashion can disguise a challenging journey for ethnic groups, older workers, those with disabilities, and people from socially disadvantaged backgrounds.
Yes, the fashion world is measuring, controlling, and proposing change but the challenges of employee activism, stakeholder’s voices, complex supply chains, and consumer opinion demand continued vigilance and a constant deepening of self-reflection. Creative thinking about how the industry can continue to move forward will be an essential driving force toward positive social change.
Coletivix and Nordetesse, Brazil develops projects based on SDGs and conscious consumption
Coletivix promotes the philosophy of awareness and social, environmental, and economic responsibility in the curation of brands, through the study of the 17 SDGs and the framework of conscious production and consumption. The flagship of the platform are the brands Laura Cangussu, PIU.BRAND, SÄL, and Tropicalina. Read more…
IMAGEM 2
Nordestesse is a “creative hub that registers, expands, and encourages the production, discussions, and talent of brands and services of entrepreneurs from the northeast region of the country.”
The collaborative platform Nordestesse promotes northeastern traditions and identity by curating products and experiences from the nine states that comprise the region. Brands such as Depredro, Catarina Mina, AM Brazil, and SAU are a part of this curatorship. Read more about the Nordestesse platform…
“Our production network is made up of seamstresses, embroiderers, lacemakers, and crocheters from the hinterlands and coast of the Rio Grande do Norte state, who apply ancestral knowledge and skills from their communities in handmade fashion items, generating social impact in the region and humanizing the processes of the production chain,” Marcus Figueiredo, creative director and CEO of the brand.
GALERIA
The slow fashion brand Depedro represents regionalism and praises the techniques of local communities: crochet, embroidery and traditional laces from the hinterlands.
“We believe in fashion that looks at peoples and their needs, considering that they have an impact on society. We prioritize the humanization of processes in our guidelines and we hope that these Practices reverberate in the world, transforming realities,” Marcus Figueiredo.
The major international movements of the fashion industry
“Changing fashion is not difficult. It is as simple as changing the way that we shop. Keeping clothes that already exist by passing from person to person. Keeping the stories, the culture, the value, the designs, in motion for as long as possible.” – Depop, fashion for a better future.
Depop, a popular website for selling second-hand and original clothing from emerging designers, promotes a global channel of connection in culture, design, and creative communities around the world.
The platform, a wholly owned subsidiary ofEtsy – the global marketplace for unique and creative products – presents three main actions of its intensive two-year plan for a new fashion system:
● Make Depop climate neutral by the end of 2021.“Because we are in a climate emergency and we want to do our part.”
● Systematic preference for circular or responsibly made fashion for all brand collaborations. “Because we want to make better fashion options the first choice for everyone. And working with brands with similar visions will help us do this faster.”
● Provide educational resources and mentorship opportunities to help entrepreneurs, creatives or small businesses from underrepresented groups grow their businesses sustainably. “Because it’s time to design a new fashion system. And we want it to reflect as many perspectives as possible.”
“Fashion is a global language – no matter where we are, our clothes always tell a story about who we are – and like language, fashion is constantly changing. It’s time to make this language more than it has been. To let go of what isn’t working and create something with more vibrance, more opportunities, more hope, more care–––something that reflects the way we want to value each other and our home.”
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“A pact to raise awareness of social, environmental and economic agendas present, not only in fashion, but on the planet.”
/coletivix/
ETIM lat. collectivus,a,um ‘that which groups together, gathers’
1. covering several people or things.
2. that belongs to several people
Coletivx promotes the philosophy of awareness and social, environmental, and economic responsibility in the curation of brands, through the study of the 17 SDGs (Sustainable Development Goals) and the framework of conscious production and consumption.
“ECO = MMERCE” represents a catalyst for change through the dissemination of knowledge and education on macro issues and in the curation of brands and partners.
“Coletivx is more than an e-commerce platform, it is a collective and a conscious community in search of a better future (and present).”
Collective Philosophies
“At Coletivx we believe that it is possible to produce and consume more consciously. We work with a selection of brands that have in common the desire to reduce their impact and increasingly evolve towards a fashion with more social and environmental responsibility.”
Circular Fashion: using the planet’s finite resources in a more sustainable and responsible way. Circularity proposes the reuse of materials to increase the product’s life cycle and reduce its impact on the environment.
3 possibilities for brands to move closer to a more circular production model:
● New products from recycled materials;
● Upcycling: the technique presents a new purpose to existing materials that would otherwise be discarded;
● Second-hand products.
Eco-friendly: products with the aim of causing less impact on nature and the world.
Low/Minimum Waste: the concept of zero or minimal waste in fashion presents a production of little or no textile waste in the production cycle. The technique allows different ways: creating a design that uses 100% of a certain material or using these leftovers to make another product, always with the main objective of avoiding the disposal and production of waste.
Made by women: brands that celebrate and value women in the workforce. Fashion as a path to female empowerment.
Handcrafted: handcrafted products and traditional techniques, careful choice of materials and a strong connection between the creator and the final product.
“The “handmade” not only brings a more human connection to fashion, but also a certain exclusivity for the consumer, since the production of the articles is not mass.”
Social Responsibility: products and brands that value the positive social impact on the community, value their employees in an egalitarian and fair way, in addition to respecting diversity and practicing inclusion throughout their production chain.
Conscious use of natural resources: as an industry that uses natural resources on a large scale, brands that value the conscious use of resources in their production are extremely important. This includes the way in which water, soil and forest resources are used.
“To move towards a more conscious production, it is interesting to use reused water or think of ways to reduce the use of water and energy, rethink the use of chemical products and, of course, preserve our forests.”
Slow Fashion, timeless and on demand: a fashion movement that values the product’s production processes: who makes it, the way it is made, the materials used, cultural aspects and respect for the time of making that product. It’s about producing in a slower, more conscious and respectful way with people and the planet. Many brands that adopt the movement work with an on-demand production, avoiding waste and excess inventory.
Ethical and/or local production: ethical fashion is one whose main pillar is the concern for the people involved in its production chain – decent and fair working conditions, contributing to the preservation of cultural traditions and prioritizing local production that values the region and its community.
Transparency and Fair Trade: transparency in fashion is fundamental for the sustainable development of the sector. Transparent businesses promote more conscious choices.
“It is through knowledge that we are able to demand more from the industry and start a discussion aspiring to an increasingly sustainable fashion.”
1. Brand analysis by framework and criteria – brands must fulfill at least 1 of the 20 criteria;
2. Meeting with the brand;
3. Sending a questionnaire to the brand that allows questioning the entire production process and brand governance, in order to verify its eco-responsibility.
“We want to help people make more thoughtful decisions, and show that it is possible to consume more sustainably; Coletivx was created with the aim of promoting conscious consumption of fashion and lifestyle. We want brands that share these values with us and that care about the future of our planet, seeking to minimize their socio-environmental impacts and trying to be their best versions throughout their production chain.”
“From personal experience, I know how hard it is to find brands committed to social and environmental issues, without leaving fashion curation aside. That’s why I wanted to create a single place where people could find all these brands and make it easier for them to consume in a more conscious way,” Sofia Oliveira, Coletivx.
Circular Economy
We are experiencing a transition, a paradigm shift where creativity and empathy are imperative.
Platforms like Coletivx lead the way with new ways of working and caring for their employees.
The circular approach stimulates innovation and gives meaning to business, giving impetus to the development of new materials and processes. Read More…
“Nannacay bags are handmade by a collective of craftsmen and women in Brazil, Perú and Ecuador, resulting in vibrant, one-of-a-kind designs.”
“I believe that sustainability is important in order to have a better future for next generations.”
The Shopbop platform featured member Nannacay in the issue “the Change Makers; in honor of Earth Month, we’re spotlighting the labels making a difference for our planet”, and promoted a donation to One Tree Planted, a nonprofit organization focused on global reforestation.
“We believe that sustainability is important in order to have a better future for next generations and that the fashion industry must implement more ecological production as well as promoting social justice. Many lives have been positively impacted with our efforts, and together we can build a better planet and preserve cultures”, Márcia Kemp, Nannacay.
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“While fashion is talking a lot more about sustainability, it’s harder than ever to distinguish between the companies that are actually making a difference and those that are guilty of greenwashing”, Business of Fashion.
ESG – “Environmental, Social, and Governance” – a very popular acronym in current times. It is repeatedly cited in social media, as well as in articles and videos from traditional media. ESG expresses how much and in what way companies present solutions to mitigate its impacts on the environment, build a more responsible world and maintain the best administrative processes possible.
ESG criteria are also used by many investors who prioritize sustainability criteria, that is, investors who are not only looking at financial indicators.
Another topic that is being discussed is the responsibility of brand’s communication, since greenwashing may not only mislead consumers and investors, but also characterize deceptive advertising and fraudulent performance.
Greenwashing greatly impairs decision-making and prevents investments for projects and companies that effectively adopt sustainable measures. Sustainability reports or ESG reports should not be seen merely as marketing or a PR document, but as a true concern for how companies are positioning themselves in the market. This shows how the role of communication is fundamental.
The Competition and Markets Authority (CMA) of the United Kingdom, an important consumer market for Brazilian products, informedThe Guardian that it is preparing to disclose the names of large fashion companies in the market, “Consumers are being convinced to pay more for fashion products with big claims of their environmental credentials, but these companies have no evidence to back them up.”
In the sameHelena Horton story, the CMA reports that it is investigating allegations from Britain’s fashion industry and will soon have a list of the worst offenders.
UK consumers are estimated to spend £54 billion annually on clothing and footwear, and this is expected to continue to grow for years to come.
“We believe that consumers’ growing demand for green products and their willingness to pay for these products has increased the incentive for companies to be seen as green, whether they are actually green or not,” Cecilia Parker Aranha, the CMA’s director of consumer protection.
All over the world, markets are defining how brands should redirect their efforts, in a major global push for the change that the industry needs to bring about.
“We’ve worked with Copenhagen Fashion Week and Creative Denmark to understand what it really means to be a responsible brand in the current climate, and what both designers and consumers can do better to look after the planet we call home”, Stine Goya.
“It’s a challenge to navigate through all information that is available for consumers and to make the right choice. Most brands that are wanting to make a change have a yearly responsibility policy document, and so do we. It’s a document that outlines our specific goals and targets for the year. We also release a yearly Responsibility Report, where the progress of the company is measured on different levels”; “Our aim is to be as transparent to our consumers as possible. We are not a 100 per cent responsible brand – and it is not something we claim or should claim to be. We are frank in our approach to what can be managed by our company given our size and are progressive in our aims for the future. But we are determined to become at least 90 per cent sustainable by 2025 and are on track to do so”, Stine Goya, Harpers Bazaar.
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PR professionals face a new challenge: how to position clients in a market where there is increasing demand for responsible products and promotes not only new business opportunities for advertising agencies, but also new responsibilities.
“Two out of three unsolicited calls that we get are about our sustainability practice”; “It’s the fastest-growing thing in the agency. Sustainability-centric roles that open at the firm are ‘some of the fastest things we’ve ever filled’, Carrie Ellen Phillips, co-founder of 22-year-old agency BPCM.
“It was definitely not easy to talk about sustainable fashion;” “It was such an arduous battle to make it into something attractive and now that it’s cool, I think there is a different problem,” Erin Allweiss.
In other words, fashion is addressing sustainability but now there is much more pressure to distinguish companies that really have a positive impact from those that practice greenwashing (giving a false impression and producing ecologically correct marketing to persuade the public).
“As brands come under increasing pressure from its consumers and market regulators to back up their sustainability claims, some advertising agencies are building expertise in order to stand out – both for fashion brands seeking representation and for journalists seeking PR contacts with reliable sustainable sources,” Business of Fashion.
Marketing that has meaning and the circular economy
Thecircular economy is already a reality: “Our ways of living and consuming are at stake: knowing and understanding sustainable work broadens our creative perspective. It shows us that transformations can be made through concrete actions, using tools and processes for the development of products and services that respect the environment.
In Brazil, there are some initiatives in this field, and it has already been made clear that a circular approach fosters innovation and brings new meaning to business endeavors, propelling the development of new material and work processes.”Find out more.
Brands such asVert,Catarina Mina,UMA,Flávia Aranha,Augusta,Dotz,Movin, andOsklen open up their work flow, disclose results, publicly report on the relationship with its collaborators and clearly inform how they choose and certify the origin of the raw materials used in their productions.
The Brazilian brandUMA, which focuses on collaborative creations, connections, and timeless productions created a “younger sister,”UMA X, run by Vanessa Davidowics, daughter of Raquel and Roberto Davidowicz. With genderless pieces, sold only in retail and e-commerce, the brand has more affordable prices and a sustainable proposal. The brand’s name already denotes its collaborative character: the “X” connects to artists and to initiatives that the brand collaborates with.”Forbes.
“We believe in a different kind of fashion, a fashion that is focused on who produces and questioning, rethinking, reflecting, and making decisions based on the collective interest. It is a type of fashion that thrives in a collaborative future, more so than in a competitive environment,” Catarina Mina.
“In a simple and direct way, we seek multiple solutions for a smarter consumption, one that will guide us towards genuinely achieving a good way of living that is cleaner, more functional and more collective. Redefining the concepts of our products and applying a design that minimizes negative impacts are key to our strategy and will always be our aim,” Movin.
Vert invests in research and new technology, presents fair trade and more economically equitable organic raw materials for those who are involved in the productive chain.Find out more…
Veja sneakers are produced in factories and workshops in Brazil, where its organic cotton farms are. Charlotte Lapalus.
Sustainability must be a priority for any brand. Setting concrete goals and objectives is what will actually incorporate new sustainable processes into the companies’ operations. Advisories must be prepared to communicate this message assertively, so that this transparency can reach consumers as a positive thing. In some cases, even mistakes and limitations are strategically exposed to consumers. AsOskar Metsavaht stated when interviewed by a Globo journalist: “One cannot become100% sustainable all of a sudden.”
[RE] STORE Galeries Lafayette, circular and responsible fashion
The traditionalGaleries Lafayette, inaugurated in 1894 as the first department store in Europe on Boulevard Hassmann, with 70 thousand square meters spread into three buildings. The store received approximately 100 thousand visitors daily and 15 thousand square meters are occupied by 3,500 renowned fashion brands.
In yet another movement towards the commitment to building a more responsible and inclusive fashion industry,Galeries Lafayette presented [RE] STORE in 2021, a new space for selling second-hand clothing.
Occupying the premises on the 3rd floor of the store, the largest and most traditional retailer in Europe features a sector that is entirely dedicated to circular fashion. Its operation is based on partnerships with the main players in the ‘second hand’ segment and engaged creation, including Monogram, Personal Seller, CrushON, Relique, Culture Vintage, Salut Beauté, Patina, etc. It is worth mentioning that the GL concept for ‘responsible product’ follows the protocols of the Go for Good seal, launched in 2018, which indicates less impact on the environment, support for local production and commitment to social development.
Building a responsible business
“The greatest impact of public relations or advertising firms is the work they do for their clients. When you look at your company’s sustainability impact, it’s not the flights you take or the cups you use;” “What matters the most is how people end up buying and consuming as a result of the company’s actions,” Duncan Meisel, co-founder of Clean Creatives, a group that focuses on pressuring public relations agencies to avoid working with fossil fuel companies
The number of communication and PR agencies that refuse clients who are not aligned with a sustainability agenda is increasing globally.
For companies that are new to the concept of sustainability, public relations experience is an important factor to avoid falling into the Greenwash trap. For this reason, many agencies offer public relations and consultancy services.
“We like to regard ourselves as a ‘critical friend’;” “We see PR challenging [customers] instead of celebrating the success of media coverage,” Harriet Vocking, Eco-Age brand director.
Greenwashing and ESG
Environmental, Social, and Corporate Governance (ESG) is an assessment of a company’s collective awareness of social and environmental factors.
The three ESG criteria verify the company’s financial health and profitability, and its social and environmental conscience.
· Environmental: indicates the company’s behavior in relation to environmental problems.
· Social: how the company relates to its employees.
· Governance: corporate and governance policies applied in the company.
There is a direct link between ESG and the responsibility of brand communication, as greenwashing can not only mislead consumers and investors, but also characterize deceptive advertising and fraudulent performance.
Sustainability reports or ESG reports are not just a marketing document or press office, but a public positioning of companies where the role of communication is fundamental. Learn more about ESG.
https://fashionlabelbrasil.com/wp-content/uploads/2022/04/CAPA-TEXTO-1.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2022-04-06 09:21:442022-04-06 10:18:26How has sustainability accelerated change in PR (Public Relations) practices and strategies
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