Fashion after Covid is greener.

The Covid-19 crisis has heightened consumers' attention to sustainability and, inevitably, opened a new perspective for fashion brands.

According to Michael Solomon, a scholar of consumer behavior, in uncertain times people rediscover the importance of values and use their money to support what they care about and believe in.

Shopping habits changed during the pandemic, but the reasons behind purchases have also evolved radically. Sustainability ranks second, after digitalization, among the biggest market opportunities of 2021 in The State of Fashion 2021 report by BoF and McKinsey & Company, with company reputation increasingly important and communication making up for fewer chances to see and touch products in person.

Customers therefore expect brands to keep taking on their social and environmental responsibilities during and after the crisis. Vogue editor Anna Wintour, speaking about the future of fashion in the time of coronavirus, said:

“Fewer shows, less luxury and waste, more attention to sustainability and creativity”

In fact, according to some experts, after the pandemic consumers will pay less attention to the short-lived trends typical of fast fashion and will be drawn to collections made to last, with comfortable, functional and environmentally friendly garments.

Our clients have shown they're ready to embrace these changes and rethink their strategies, building on their own uniqueness and creativity for their clothing lines. This has been an opportunity to reaffirm our commitment, and theirs, to an increasingly green future for fashion, encouraging the production of garments made with sustainable materials.

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