How can we distinguish a greenwashing strategy from true concern for sustainability?
The visible and invisible part of the fashion industry is studied by Silvia Pérez Bou, academic director of the Right Fashion program.
Photo /The Right Fashion program emphasizes this invisible part from an international and multidisciplinary perspective.
23 | 07 | 2020
The word sustainability is nowadays a word full of meaning but, at the same time, lacking in meaning. The label "sustainable" has become a ubiquitous term in our lives, but especially in the fashion industry.
The big question is then, what does it really mean?Is there a scientific method to quantify the impacts of the fashion industry? How can we distinguish what is really "concern for sustainability" from the current trend known as greenwashing? Is the problem overconsumption or overproduction? Are the current models of the fashion industry capable of becoming more sustainable? Are organic and other new materials the answer we need to transform the industry? Is it economically beneficial to adopt a more responsible approach in the value chain or is it price that makes the difference? During the Covid19 pandemic, is sustainability a priority or do we need to focus our efforts on other critical issues first?
The program "Right Fashion: Roadmap to Co-responsibility" will discuss and answer these and similar questions.
In the fashion industry there is a visible and an invisible part: the visible part is what we all know as consumers. The other part, the invisible part, includes everything that happens during the value chain: the "journey" from the farm, workshop or factory; production; delivery, etc. to the arrival at the physical store or ecommerce: operations; chemicals and other substances; work processes; human rights; workers' safety; materials; recovery and recycling policies...
The Right Fashion program emphasizes this invisible part from an international and multidisciplinary perspective. Chemists, engineers, designers, lawyers, economists, mathematicians, journalists and other industry professionals as well as researchers and academics will share their expertise on Sustainable Development Goals, compliance, regulations, eco-design, product toxicity, reputation, investments, circular economy or logistics, among other aspects.
Throughout 4 intensive weeks and through a methodology based on lectures, case studies, visits to factories and laboratories, consulting projects and teamwork, the program will provide students with the tools and knowledge necessary to understand the problems and review processes and solutions to address them.
John Thorbech, president of Chainge Capital, recently noted that "what the fashion industry is facing for its recovery is the complete reshaping of its supply chain, shifting its focus further out and fixing it on a closer approach to factories and materials. This means sharing risks, values and advantages with suppliers. A collaborative, not competitive, change is needed."
This is undoubtedly a question of responsibility: fashion brands are responsible for everything that happens in the value chain ("when you put your label on, you become responsible"). But they are not the only players; to move towards a more responsible model, co-responsibility is needed among all stakeholders: from suppliers and manufacturers to end consumers and investors.
If you want to be part of this transformation process, welcome to the Right Fashion: Roadmap to Co-responsibility program.
Silvia Pérez Bou, Academic Director of the Right Fashion: Roadmap to Co-responsibility program.