The time is now: at Pitti, elegance is circular
The solution, as we already mentioned, is in our reach but the timing of its adoption is – and must be – here and now.
This year’s first glimpses into the world of fashion came with clarity at the 97th edition of Pitti Uomo, marked by the identity-focused choices of the contemporary citizen.
The annual event held in Florence and watched with interest from all corners of the fashion world, welcomed a small (and indispensable) provocation of Greenpeace in Fortezza del Basso, promoter of the campaign fittingly titled “The time is now! New citizen 1.5”. The first warning is enclosed right in the folds of the claim: 1.5 is the maximum increase in the global average temperature, the so-called safe upper-limit for global warming permitted to the world’s inhabitants to contain the climatic threat.
The red alert has been sounded. However, the rescue plan now comes into play. It is within this mindset that Greenpeace Italia appeals to the conscious individual, to act within the scope of his or her lifestyle with small choices focused on responsibility. The Organisation’s proposal has been transformed into 6 collection capsules made from eco-sustainable fabrics provided by manufacturing companies from the Detox consortium.
But the invitation to a concrete commitment to sustainability came from all levels, even from Royalty.
Prince Charles of England – as promoter of the “Campaign for Wool” launched to support the use of pure wool obtained from organic crops – sent his video contribution to the Pitti Uomo exhibition, drawing attention to the love of nature and animals and encouraging a strategic collaboration between breeders, retailers, stylists, designers and consumers to facilitate the introduction on the market of an increasingly ecological, ethical and sustainable fashion product.