Fashion brands' sustainability claims questioned amid real activism examples
The article examines the gap between fashion brands' sustainability rhetoric and genuine action, highlighting greenwashing tactics like eco-labels and body-positive campaigns. It contrasts this with concrete initiatives: Yann Arthus-Bertrand's 2009 documentary HOME, funded by Kering brands (Balenciaga, Gucci, Alexander McQueen), released on World Environment Day; Vivienne Westwood's partnership with Ethical Fashion Initiative (EFI) since 2010, supporting women-led micro-producers in Africa; Stella McCartney's collaboration with Bolt Threads to launch Mylo™️, a vegan leather made from lab-grown fungi. In Milan's Stadera district, Fantastudio (linked to Fantabody) teamed with Woolrich Outdoor Foundation and Worldrise Onlus for October 2022 activities: a children's workshop, street cleaning, and a mural by collective A m'l rum da me using Airlite photocatalytic paint. The mural addresses ocean pollution. The article argues that tangible improvements, not just awareness, build trust, and that fashion and art must unite for collective change.
Key facts
- Fashion brands often use greenwashing, body-positive slogans, and sporadic inclusivity to appear sustainable.
- Yann Arthus-Bertrand's documentary HOME (2009) was funded by Kering brands (Balenciaga, Gucci, Alexander McQueen).
- HOME was released simultaneously worldwide on June 5, World Environment Day.
- Vivienne Westwood has collaborated with Ethical Fashion Initiative (EFI) since 2010.
- EFI is a flagship programme of International Trade Centre.
- Stella McCartney partnered with Bolt Threads to launch Mylo™️, a vegan leather from lab-grown fungi.
- In October 2022, Fantastudio, Woolrich Outdoor Foundation, and Worldrise Onlus organized activities in Milan's Stadera district.
- A mural by collective A m'l rum da me was painted using Airlite photocatalytic paint on a building at Via G. Savoia 2.
Entities
Artists
- Yann Arthus-Bertrand
- Vivienne Westwood
- Stella McCartney
- A m'l rum da me
Institutions
- Kering
- Balenciaga
- Gucci
- Alexander McQueen
- Ethical Fashion Initiative (EFI)
- International Trade Centre
- Bolt Threads
- Fantastudio
- Fantabody
- Woolrich Outdoor Foundation
- Worldrise Onlus
- Artribune
Locations
- Milan
- Italy
- Stadera
- Via G. Savoia 2
- Africa
- China
- Shanghai
- Guangzhou
- Padova