Milano Fashion Week: Stella McCartney's Eco-Activism vs Fendi's Greenwashing
At Milan Fashion Week, which took place from June 14-17, 2019, the stark difference between Stella McCartney's eco-conscious showcase and Silvia Venturini Fendi's luxury display underscored the fashion industry's challenges regarding environmental credibility. McCartney, a proponent of veganism and environmentalism, teamed up with Jonathan Safran Foer to develop a collection adorned with his slogans and a sun motif, set in a garden where models and young activists rallied against climate change. Her line comprised 60% sustainable materials. Conversely, Fendi's presentation, deemed as greenwashing, featured garments made from shearling, leather, and suede. Additionally, Dolce & Gabbana unveiled their men's collection on June 9, while Prada celebrated the 40th anniversary of the Milan-Shanghai agreement with an early show in Shanghai. The week included 27 presentations, with 8 supported or debuting by CNMI.
Key facts
- Stella McCartney presented Resort and Men's collections on June 14 outside CNMI calendar
- McCartney collaborated with Jonathan Safran Foer, using his slogans and sun motif
- Collection was 60% sustainable materials (organic cotton, regenerated nylon, recycled polyester, eco nappa)
- Models mixed with young activists staging a climate change protest
- Silvia Venturini Fendi showed at Villa Reale gardens with gardening theme
- Fendi collection used shearling, leather, suede, criticized as greenwashing
- Luca Guadagnino contributed music by Ryuichi Sakamoto and Japanese workwear inspiration
- Dolce & Gabbana showed men's collection on June 9, a week early, outside CNMI
- Prada skipped Milan, showed in Shanghai on June 8 for 40th anniversary of Milan-Shanghai sister city
- Prada has been listed on Hong Kong Stock Exchange since 2009
- Milan Fashion Week had 27 shows over 4 days, 8 debuting or CNMI-supported
Entities
Artists
- Stella McCartney
- Jonathan Safran Foer
- Silvia Venturini Fendi
- Luca Guadagnino
- Ryuichi Sakamoto
- Miuccia Prada
- Dolce & Gabbana
Institutions
- Camera Nazionale della Moda Italiana (CNMI)
- Prada
- Dolce & Gabbana
- Fendi
- LVMH
- Stella McCartney
- Hong Kong Stock Exchange
- Artribune
Locations
- Milan
- Italy
- Shanghai
- China
- Villa Reale
- Milanese palace garden