ISSN: 2639-2119
Authors: Giulia Rossi*
The fashion industry is among the most polluting in the world. Fast fashion, widespread since the 1990s, has completely redesigned consumption models, helping to create a devastating environmental and social impact. All this is no longer sustainable and many brands think of green operations to clean their image. A true turnaround or a simple marketing operation? In the era of the post truth, dressing in green is a trend and it also shows the growth of influencers specialized who aim at a more sophisticated communication. How can sustainable fashion be taken out of the niche of sustainability and become popular while maintaining its integrity? How is sustainability sustainable? After years of buying bulimia the trend now seems to be that of responsible consumption, the purchase of garments destined to last over time and be reused, not considering this as a minus, but on the contrary an element to be enhanced.
Keywords: Fashion; Sustainability; Fast Fashion; Green Fashion
