Spreading the Culture of a Sustainable Manufacturing of Eco-Fashion Products. Focus on International Brands that make the Synergy between Fashion Design and Sustainability their Success

Abstract

Currently, consumers are eager to know the exact origin of the products they consume, the methods of production and raw materials which have been used. During the last decades, consumers have developed new concerns: the welfare of workers and farm animals, the sustainability of production processes and an environmental protection. People need to learn a new consumption behave in order to rediscover the culture of living in harmony with nature. So that products can be good and healthy, not only the used materials and the processing phases have to be sustainable: often there are factors which we do not consider cause they seem obvious, but the environmental costs are hidden everywhere (e.g. packaging, supply-chain, etc.). In this sense, eco-fashion design is the result of a fruitful synergy between fashion and sustainability. Clothing and accessories are manufactured in view of a new mission that considers reduction of waste, a use of high-quality natural materials and improves the general job conditions. Wear "green" should not only be a style, but the foundation of a philosophy of life centered in full compliance with own conscience and the ecosystem which we live. Within this renewed and hoped attention to environmental needs, also clothing will come from green production systems; moreover it will suggest new ways of living and behaviour promoting, in addition to the wrap function, a new communicative function. Every eco-fashion products of the future will be evolved, virtuous, fully sustainable (environmentally, socially and ethically speaking) and will be the proposer of ethical consumption and environmental protection. In this publication will be analyzed why it is fair to buy eco, showing new fashion brands that have created their own identity, starting from the ideal of a low environmental impact. The various brands are analyzed, criticized or praised. Is wondering about the various collections, the company's mission, emphasizing the ethical, environmental and social aspects.