Pad (Jun 2021)
Sustainable Fashion Trend. Enhancing Sustainability in Fashion Through Visual Communication Media
Abstract
From the French Fashion Pat to the Green in Italy brand, governments set sustainability targets to be achieved in the short term, indicating precise dates as an upper limit for reducing environmental impact in the fashion industry. From the Sustainability Manifesto, drawn up by the National Chamber for Italian Fashion, to that defined by the Fashion Revolution association, there are many programmes and objectives identified for the promotion of a sustainable approach in the fashion system. The main objective is to ensure fair and respectful behaviour that acts on the entire supply chain with zero impact actions and productions. But despite the political actions and the rich literature on the subject, in fact, as K. Fletcher says, there is still a real difficulty and slowness with which sustainability becomes a constant practice, and a working method within the fashion system itself (2018, p. 7). In the light of the many actions already launched by scholars and designers but not yet widely applied in the fashion system, the article underlines the need to raise awareness and guide companies towards the main themes of sustainability. A dissemination imagined through the design of widely diffused communication products able to enhance the best practices and the main sustainable models already present in the literature.
