LA SOSTENIBILITA NEL MONDO DELLA MODA: CASO STUDIO STELLA MCCARTNEY

As climate change is becoming a more pressing issue, companies, especially in the fashion industry, are pressured to embrace a more sustainable approach to their business. Brands in the industry can be divided in three main groups: the brands that care about being sustainable, the once who do not care and the once that just make it seems like they care (green washing). The problems that we can find when talking about fashion sustainability are multiple, fast fashion represents one of them; analyzing data we can understand how it is one of the main reasons of pollution on earth. Child labor is another side of the problem, the non-ethical aspect of it is for sure matter of discussion, and unfortunately, in history there are many cases of brands that used underpaid children to lower cost of production. Lastly, the use of non-sustainable materials and the damage that real leather and furs have on the planed and on the animals is not to be considered a less important topic. A pioneer of Sustainability in the fashion world is Stella McCartney, a lifelong vegetarian that from the beginning has never used any real leather or fur in her collections; she uses recycled materials in her products and partnerships with other famous brands, which include women’s ready-to-wear, handbags, shoes, lingerie, eyewear, fragrance, and a kids line. She is also known to use renewable energy, in particular wind power, to run some of her stores and studios. There are many solutions to the problems that big businesses have on the sustainability side, Stella McCartney is the perfect example of how being sustainable is not a barrier to create a successful businesses.