Milano Fashion Week 2020: Hippie Revival and Sustainability Critique

Aldo Premoli critiques Milan Fashion Week 2020 for reviving hippie aesthetics while ignoring the environmental demands of Greta Thunberg's generation. He contrasts the dark re-evaluation of 1960s-70s counterculture in Tarantino's Once Upon a Time in Hollywood and Netflix's Mindhunter with the superficial Peace & Love vibe seen on runways. Premoli notes that luxury brands like Fendi, Versace, Ferragamo, Alberta Ferretti, Bottega Veneta, and Prada still featured leather and fur, despite growing awareness of ecological harm from cotton monocultures, fur farming, and chemical tanning. He praises Gucci (CEO Marco Bizzarri, designer Alessandro Michele, owned by Kering) for showing no leather outfits except shoes and bags. The article mentions the Green Carpet Fashion Award (since 2017) and the 2012 Sustainability Manifesto by Camera Nazionale della Moda, as well as a new platform by 10 Corso Como, Fashion Revolution Italia, Politecnico di Milano School of Management, and WRAD Living for ethical fashion. Premoli concludes that the fashion system must wake up to the climate movement, referencing Fridays for Future.