#ReFashion Now: sustainable and circular fashion according to generations Y and Z

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On May 5th, 2023, Simon Giuliani, Global Marketing Director of Candiani Denim, joined the event #ReFashion Now – Engaging new generations for a more sustainable and circular fashion, organized by the SDA Bocconi School of Management Sustainability Lab as part of the initiatives of the Monitor for Circular Fashion activities.

#ReFashionNow is the European Commission campaign for sustainable textiles

#ReFashion Now was co-organized with the Master in Fashion, Experience & Design Management of the SDA Bocconi School of Management. It was part of the Civil Week project, a series of initiatives to support the third sector and the active participation of citizens in local and national activities. The event was also linked to the #ReFashionNow campaign launched by the European Commission to promote the EU Strategy for Sustainable and Circular Textiles.

What do young people think about sustainable clothes?

The event aimed to connect the Monitor for Circular fashion community with Bocconi students belonging to generations Y and Z and to create a dialogue around their expectations, needs, and priorities to develop new and fresh ideas to support a more sustainable and circular fashion.

The representatives of the new generations stated that greenwashing and quality concerns and the impossibility of making informed decisions are among the main reasons preventing young people from buying sustainable clothes, footwear, and accessories. The Digital Product Passport could help increase the awareness of consumers about sustainable goods, their trust, and the adoption of more conscious consumption habits.

How to engage new generations for a more sustainable and circular fashion?

Simon Giuliani took part in the panel discussion about how a brand, or a company, can engage new generations on sustainability and circularity. The other participants were Giorgio Ravasio, Country Manager of Vivienne Westwood Srl; Silvia Airaghi, Sustainability Manager at FERRAGAMO; Silvia Mazzanti, Sustainability Manager at Save The Duck; and Erika Andreetta, Partner at PwC Italy. The panel discussion was moderated by Francesca Romana Rinaldi, Director of the Monitor for Circular Fashion.

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