Fashion bets to win

Reshaping the future through awareness of values, responsible innovation and improving the quality of life of mankind.

These are the objectives of the companies in the fashion sector for the post-pandemic years; inspirations already present in recent times but that COVID has helped to accelerate causing inevitable changes.

The lockdown has caused changes in the mentality of people who expect precise and sustainable actions to eliminate or, at least reduce, polluting and obsolete business models.
Companies will be required to transmit more and more information on the supply, production and traceability of products, involving consumers in circular economy models to extend the life of the garments, placing customer needs at the centre of attention and demonstrating that they do not damage the environment and community.

Also in Bridal many realities are moving to encourage and increase these trends.
Jesus Peirò, who has long been committed to social responsibility through local production and the transparency of production processes, in his new collection, fabrics made with raw materials derived from the recovery and recycling of plastics collected mainly at sea. And we also talk about oceans in the “Water for life” project, to which the Spanish brand Marco&Maria has joined, which encourages us to reflect on the disastrous consequences that our lifestyle has on the seas and more generally on the environment that it surrounds us.

Jesus Peiro / Marco&Maria

Opposed to waste, fast fashion and passing trends, Yolancris has drawn up a manifesto which brings together the ethical and charitable principles of the company. It declares wholly local production with purchases of raw materials from the territory, distribution based on “KM 0” proximity principles and the absence of stock in inventories thanks to the reuse of waste and the production of garments only on request. And this year, to lighten the shops still full of the current collections it will present only a small, highly attractive 2021 capsule.

The Spring 2021 collection by Sophie et Voilà is entirely produced in Spain in a sustainable way and it even has some models made with 100% recycled polyester fabrics. Suitable for all types of women, promoting their diversity and uniqueness.

A philosophy of inclusiveness brought also by the Pronovias brand that last year launched the “Ashley Graham for Pronovias” line with sizes ranging from 32 to 66 and from the Los Angeles brand Reformation with the petite capsule for women.
The fashion brand which also includes a Bridal line, designs and produces on site (going beyond the intermediaries that increase costs), uses renewable energy, invests in infrastructure and green building to minimise waste and water waste, and is carbon neutral since 2015. And the clothes are made with new sustainable fabrics, with material recovered from advanced stocks or by reusing vintage clothing.

Pronovias / Reformation

Fabrics are also reused for the designer Peter Langner who for the Janet dress, winner of the Best Bridal Gown at the Elle International Bridal Awards of the last edition of the VBBFW, has created a very original pattern, composed of recycled and frayed raffia inserted in two layers of tulle. And for his new Home collection he uses only natural fibres such as hemp and cashmere to support a cleaner environment and a healthier life.

Awarded for her commitment to women’s empowerment and an ethical and eco-sustainable fashion, the designer Leila Hafzi, who has been employing women artisans in Nepal since 1997, guaranteeing fair wages and supporting the economy of developing countries. Also in Nepal, highly skilled artisans create beautiful couture gowns with handspun and hand weaved sustainable fabrics for the multi award winning sustainable brand Sanyukta Shrestha. These are ethically handcrafted and tailored gowns to enhance all types of women based on size, skin color and age.

Leila Hafzi / Sanyukta Shrestha

The Turin-based designer Carlo Pignatelli has launched a new initiative, in collaboration with Treedom (the web platform that allows you to plant trees remotely and follow them online), will create a forest of 30 species, a first step towards promoting the healing of the planet. In addition, the company’s new rebranding strategy, which began in January with the men’s collection, saw the birth of the Carlo Pignatelli Sposa line. And starting from the 2021 season, the Maison launches the Green capsule, wedding dresses made with certified materials, which this year includes three pieces: a mermaid model, a romantic one with an American neckline and one with asymmetrical lengths.

By 2030 industries will have to try to achieve 100% transparency and traceability, for a more qualitative and more responsible fashion.

By Elisa Nascimbene for Valmont Barcelona Bridal Fashion Week