On Friday, September 20th, fashion lovers and sustainability advocates gathered at the iconic Museo Nazionale della Scienza e della Tecnologia Leonardo da Vinci in Milan for the Beyond the Claim Sustainable Fashion Show, hosted by Friend of the Earth. This exclusive event brought together 13 fashion brands certified by Friend of the Earth, all dedicated to environmentally responsible practices, offering a glimpse into the future of eco-conscious fashion.
A New Era of Sustainable Fashion
The fashion industry is undergoing a much-needed transformation, with sustainability now at the forefront. At the Beyond the Claim Fashion Show, designers from around the globe showcased garments that not only pushed the boundaries of creativity but also emphasized the importance of environmental responsibility. Each piece told its own story—one of craftsmanship, care, and commitment to reducing fashion’s impact on the planet.
Brands from across the world—from South American labels that use organic cotton and natural dyes to American designers transforming recycled materials into chic high-fashion pieces—came together to prove that style and sustainability can go hand in hand. The show presented a harmonious blend of traditional craftsmanship with modern, eco-friendly techniques. European designers, too, highlighted their approaches by incorporating environmentally conscious practices into the core of their collections.
Beyond Just Fashion
The event wasn’t only about the runway. It opened with engaging discussions on the current state of sustainable fashion and the importance of certifications in ensuring ethical practices. Industry experts, designers, and thought leaders came together to share their insights, offering tools and knowledge to empower the next generation of designers to integrate sustainability into their work.
These thought-provoking conversations highlighted the challenges faced by the fashion industry in shifting toward greener practices and how certified brands can lead the way in promoting both social and environmental responsibility.
Friend of the Earth: Leading the Change
Friend of the Earth, an initiative by the World Sustainability Organization (WSO), plays a crucial role in guiding brands toward more sustainable practices. The certification process ensures that products and services meet stringent environmental standards, such as extending the lifecycle of materials, reducing waste, and mitigating environmental impacts. Brands certified by Friend of the Earth are committed to driving positive change in the fashion industry, setting new standards for sustainability.
The show also celebrated the cultural richness brought by these diverse brands, redefining what it means to be fashionable in today’s world—one where fashion doesn’t harm the planet but works to protect it.
Fashion for a Better Future
After the runway show, guests enjoyed a drinks and networking session, providing an opportunity for sustainability-focused professionals to connect, exchange ideas, and continue the conversation about how to make fashion more eco-conscious. The event was a reminder that the future of fashion lies in our hands, and with the right approach, we can change the narrative of the industry.
