Sustainable fashion comes to Milan

White Show Milan @wsm_white is an event dedicated entirely to fashion design and sustainable innovation. Experts, insiders, brands and all who are not indifferent to the fashion industry sustainable development, its impact on the ecology, economy, the global industry challenges and possible smart solutions joined the first-ever event in Milan during the past weekend.

WSM started with a panel discussion with representatives of @lampoon, @rewoolution, EMEA/VF international, Busnelli Corp, @drexcode and PWC who shared their professional insights on the current local industry and market position towards sustainability within the global community. 

Panel discussion at @WSM

The pillars of the discussion were the circular economy, the system of recycling and the climate change problem. Also as one of the key factors mentioned was stakeholder engagement. So, consumer engagement was pointed out as a must requirement in brand sustainable activity and development. As well as collaborations with activists (sustainable apparel coalition, WWF and etc.).

WSM – @orangefiberbrand

To understand how much the fashion company have to work to obtain transparency on the market the experts proposed: first, to define at which point the company is now; second, to set up clear steps of what should be done towards the goal; third, to make sure that the company charge doing it not only for marketing purposes but for the reality of the company; forth, to integrate innovative approach and new business models.

WSM – @regenesi

Overall, all experts agreed that the rapid paradigm shift in Italy is something very difficult, cuz there is no strong community and new consumer mentality needed for the fashion industry transformation. However, the new generation is more open for this movement and ready to bring the changes. After the panel, all the participants could experience one of the most interesting parts of the event – the sustainable brands’ exhibition – where everyone had a chance to talk directly to the pioneers and modern activists of Italian sustainable fashion such as @orangefiberbrand, @regenesi, Fashion Revolution NGO (@fash_rev_italia), @dressyoucan, @yekaterinaivankova_official end many more. Besides, all along with the event, there was a fashion startup contest and many workshops dedicated to fashion sustainability.

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