Dress for the Planet Sustainability has become a buzzword. Whether or not people grasp its full meaning, many demand that the things they use—from food and drink to furniture and bedding—be produced and consumed in a way that helps the environment we enjoy today still be around tomorrow. And as they examine the food they eat and the chemicals that surround them, they naturally seek clothing that reflects sustainable practices. They ask of a garment not only “Is it in style?” but also “Is it in harmony?” Not just “Does it fit?” but also “Does it fit the future?” Some top fashion-industry names, including Ermenegildo Zegna and the Armani group, have been practicing eco-friendly methods for decades, while many others are increasing their efforts to reuse resources and reduce their ecological footprint. These companies haven’t missed a beat on the design front, continuing to offer discerning clients the finest tailored and cutting-edge fashion. Gucci, for instance, is in the middle of a 10-year sustainability strategy to clean its manufacturing processes and cut its greenhouse gas emissions in half by 2025, and to attain 100 percent traceability for its raw materials, among other benchmarks. Similarly, the free-spirited fashion house Nanushka adopted a sustainability plan when it was launched 15 years ago, with priorities placed on developing holistic products and sourcing high-quality materials without affecting the balance of the ecosystem. Such corporate commitments are attractive to consumers who want to look great while having a positive impact on the world—albeit small—with their fashion choices.
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FASHION DESIGNERS’ SENSE OF STYLE HAS ALWAYS HAD ATTITUDE. NOW IT HAS AN ENVIRONMENTAL CONSCIENCE TOO.
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