It is no secret that sales in conventional fashion have stagnated for a long time and that the big fashion houses worldwide (with only a few exceptions) are desperately in search for a solution to return successful sales.
Looking for new ways – the conventional fashion
A new designer here (for example, Demna Gvasalia for Balenciaga), a surprising designer duo there (for example Lucie and Luke Meier for Jil Sander), a striking co-operation (e.g., Erdem x H & M). Unisex collections, models with “bleach”, a change of the fashion capitals etc. Here is a lot of ploughing, in the attempt to make something different. Getting noticed. Attention. Sometimes even creative ideas come to light. Sometimes even crazy things like the return to the good. The real. The true fashion.
Future Fashion Forward – Milan Fashion Week
The Fashion Weeks are also changing. The meaning and purpose of these elaborate and costly productions is questioned. Important labels leave. Do not show anymore. Select Off-Locations. In the front rows, just tapping influencers with their smartphones. In Italy, too, they have been thinking about the reorientation of their XL event Milano Moda Donna. And it looks as follows: Internationalization (the Asians come!), Rejuvenation (for example through the Showroom-Location Fashion Hub-Market, which should help young designers to more spotlights) and a stronger focus on their own heritage and congrats! – obviously on sustainable fashion.
The Green Carpet Fashion Awards Italia x Milano Moda Donna
The Green Carpet Fashion Awards, also known as “Green Fashion Oscars”, were called out for the first time under the motto of not blasting. From Livia Firth‘ Agency Eco Age and the Camera Nazionale della Moda (CNMI). In Milan’s luxury location Scala, Milan’s opera house, one of the most important of its kind worldwide. On the last evening of the fashion week. At first sight something surprising. On the second but just as comprehensible as fantastic. Italy is an important textile processing country. It is all the more important that sustainability is taken seriously here. And now sustainability is pushed into the spotlight by the prominent public.
The Green Carpet Fashion Awards are all about good fashion “Made in Italy”
In the spotlight are the large fashion houses as well as the small newcomers, who integrate sustainable criteria into their production chains. They pay fair wages, show social commitment. The “Made in Italy” again make a lasting quality feature. Best time for initiatives like this: the spotlight of Fashion Week and the high-caliber audience, which is currently in the city. As a result, laudators, guests and award winners with names like Amber Valetta (in a shoulder-length Upcycling bustier dress by Missoni), Giséle Bündchen (in a viscose dress from certified forestry) hovered over the green carpet made from recycled fish netting (more about Econyl) by Stella McCartney), Annie Lennox, Arizona Muse, Anna Wintour, Derek Blasberg, Mira Duma, Naomi Campbell, Lauren Hutton and of course the who’s who of the Italian designer team from Armani to Zegna.
Green glamor is a good start for more fun in sustainable fashion
The 11 awards of the Green Carpet Fashion Awards went to Brunello Cucinelli for his services to Solomeo, Maison Valentino for his services to the preservation of craftsmanship, the technology prize went to the inventors of Orange Fiber. All prize winners can be found here
No idea if this event will be repeated. I think it is great because the topic of sustainable fashion benefits my opinion of events like this. What do you think?
