MILAN — A new sustainability value system aims to shed light on the fashion sector’s eco-transition, spreading greater awareness across industry players and end consumers.
Called InsideOut and launched by Milan-based sustainability consultancy C.L.A.S.S., the initiative comes with a manifesto that revolves around key values and metrics.
These include ethics; social initiatives; traceability and transparency; environment; health; circular economy initiatives; design; ingredients; production, and dyeing and finishing.
They are spotlighted by a dedicated campaign with illustrations from Gianluca Cannizzo.
“Today, trust is the new luxury. Only awareness and transparency can restore real value to fashion, turning it into a tool for responsibility and beauty,” said Giusy Bettoni, chief executive officer of C.L.A.S.S. and the mastermind behind the InsideOut campaign.
“When it comes to fashion today, we are faced with an era of significant confusion and lack of clarity. Often, the very concept of fashion no longer aligns with the idea of a wardrobe, and this makes the landscape incredibly complex. Between an ever more aggressive ultra-fast-fashion industry and recurring scandals related to labor [abuse and lack of] ethics, there’s a growing sense of mistrust and a loss of identity regarding the role of fashion and clothing,” Bettoni opined.
“This is precisely why we felt the urgent need to return to the essence of things…and help build a new culture based on the values and the quality of the next-generation wardrobe, which is closely tied to the supply chain,” she said.
“The campaign invites people to look beyond the surface of clothing to uncover the quality that stems from profound values, beside external attributes like aesthetics, performance, look and feel,” she said.
The InsideOut sustainability campaign’s illustrations by Gianluca Cannizzo.
Courtesy of C.L.A.S.S.
Bettoni highlighted that the purpose of the campaign is to raise awareness among consumers to provide them with the tools to make conscious purchasing habits, and enhance fashion companies’ ability to see their eco-efforts recognized. The initiative is also aimed at fostering collaboration among supply chain players and guide brands and manufacturers through certifications and data-driven reporting.
“The market challenges of the past year and the uncertainty going forward certainly haven’t made it easier to integrate sustainability within the fashion industry. At the same time, it’s important to acknowledge that over the past 15 years, significant progress has been made throughout the supply chain, with substantial investments in quality and responsible innovation,” Bettoni said.
“However, the real sticking point remains at the end of the chain: It’s still challenging for the final consumer to grasp and recognize these new values. The system has evolved, but communication, particularly the kind that should integrate sustainability, often gets stuck in basic storytelling, focused on individual ingredients, frequently without any guarantee of traceability. There is still a lot to be done,” she said.
The InsideOut campaign has already garnered the support of Italy’s fashion governing body Camera Nazionale della Moda Italiana; the local buyers’ association Camera Showroom Milano; industry confederations Confindustria Moda and Confartigianato Moda, as well as the Milan Municipality and the Slow Fiber movement, among others.
