MILAN FASHION WEEK’S GREENER SIDE
By Chiara Spagnoli Gabardi
Milan Fashion Week is notoriously unsustainable. Fendi, Prada, Versace, Miu Miu and other top Italian brands consistently rank an E grade for transparency and eco-friendliness, with the only exception of Gucci, thanks to the Kering Group’s (formerly PPR) strong sustainability policies.
There is one other happy exception to this rule, however: So Critical So Fashion is a parallel fashion event during Milan’s Fashion Week that showcases brands that have come to the ‘Green Side’ of fashion. These labels incorporate natural materials into their products and natural innovation, along with reestablishment of traditional techniques, such as upcycling and creative recycling. This year’s edition will focus on the Made in Italy concept, emphasising the traditional creativity and craftsmanship of this designing nation.
Italian brands like Alberta Ferretti are generally beautiful, but not at all eco-friendly
This year the event will host 60 brands and will be located in the prestigious location of ‘Frigoriferi Milanesi.’ While ‘So Critical So Fashion’ was once a small event, it has currently become a very important appointment to fix on the calendar, especially for eco-chic addicts: a three-day full-immersion on current ethical standards, through a series of events, lectures, workshops and planet-friendly products.
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