Last Friday at the CFDA’s headquarters, Giusy Bettoni and James Mendolia of C.L.A.S.S. (Creativity Lifestyle and Sustainable Synergy) hosted a Fashion* Initiative workshop for the CFDA + Lexus Fashion* Initiative Finalists and Advisory Board Members. The intention: to bring responsible fabric innovations to light.
By 2050, the world will be affected by serious issues including population increase, growing energy demands and increased water dependency. An important method of implementing change throughout the fashion industry will be linking technology and creativity. As Bettoni put it, “It has to be a three dimensional approach.” The emotional connections that drive consumer purchases will be key. The majority of consumers will not purchase products based on the sole fact that it is sustainable; the product has to also be beautiful and have measurable performance qualities. Responsible design is becoming a competitive marketing advantage that enforces a brand’s values and gains respect for the products. “Tools to communicate are really important,” explained Mendolia. “What is sustainable or green is all about luxury. Consumers relate transparency to trust.”
Bettoni and Mendolia showed the room of Finalists a selection of beautiful materials that showcased both artisanship and Italian luxury. including the only cotton that is currently saving water, reengineered wool and cashmere, and GOTS certified silks. The finalists and advisory board members, including Svilu’s Britt Cosgrove and Marina Polo, Christopher Kunz of Nicholas K., Anna Scott Carter and Burak Cakmak were able to feel cutting edge polymers made from Italian post-consumer traceable plastic bottles. “Creativity is about blending,” noted Bettoni. “Sustainability is a strange word; it is in between science and emotion.”
The future of fabrics will be about innovation, collaboration and embracing change.
About C.L.A.S.S. – CLASS is a multi-platform worldwide network that showcases exclusive fashion, textiles and materials created using smarter sustainable technology for designers, buyers, media and business. C.L.A.S.S. is a complete 360o initiative that provides a comprehensive global communications, marketing and product development consulting service, specializing in a new kind of luxury for fashion and fabrics through innovative and sustainable design solutions.