Can Sustainability Be Unsustainable? Paradoxes and Contradictions of a Necessary Evolution

Abstract

This contribution aims to discuss “the paradox of sustainability” in the fashion system since it often represents exclusively a communication tool, which transmits more than has been done in the implementation of real programs towards social, environmental and economical sustainability. Juxtaposing the terms “fashion” and “sustainability” perpetuates a contradiction that “makes the expression sustainable fashion an oxymoron rather than a credible tool” (Ricchetti, 2009), or the current emergency condition, raising unresolved questions, places us in front of a total redesign of the system?

Keywords

• sustainable fashion
• sustainable consumption
• consumption models
• fashion and sustainability paradox
• fashion revolution