What the Coperni Spray Dress Says About Sustainability in Fashion


“It is fascinating to see how the Coperni spray dress crossed the boundaries of the fashion press and managed to become a worldwide phenomenon, albeit brief. Gateways rarely achieve this,” says sustainability-focused influencer Doina Ciobanu. “What it does is remind those working on [sustainability] that products that have a revolutionary yet compelling story to tell will perform best. From a communication point of view, this represents an interesting opportunity to learn how to interact with the general public. »

The calls are increasing, UN and some advocates and influencers, for fashion to use its influence to promote sustainability as a priority and not just a practice in their Supply Chain. The Paris Fashion Week dress served as a reminder that, for the most part, the industry is not really tapping into this potential – one of the consequences of which, analysts say, is to perpetuate the disconnect between customers claiming that sustainability is a priority and not necessarily demonstrating this in their purchases because, in part, the brands do not help make it the desirable choice at the time.

“Fashion and luxury fashion even more, is associated from the consumer’s point of view with dreams, creativity, innovation and beauty. Until these concepts become part of the sustainability proposition, it will be difficult for consumers to feel engaged and show an honest interest in sustainability,” says Maximiliano Nicolelli, managing partner and founder of Milan-based Hydra Consultancy. “It’s important for brands to ensure that all consumer touchpoints – store, products, campaigns, digital, etc. – deliver enough relevance and excitement. [relating to their sustainability practices] in order to connect with consumers in a meaningful way.

Despite all the progress the industry has made, what is still missing is the understanding that true sustainability must be an integral part of fashion’s overall existence. Samata Pattinson, CEO of Red Carpet Green Dress, explains that it comes down to one question for brands: “Why are you doing what is called sustainability?” she says. “Do you do it because you recognize that fashion is thirsty innovation and enthusiasmor because you realize that sustainability is crucial to the survival of our industry [and] our planet? Because both are right.

The most important work — reduce emissionseg – won’t generate the same headlines as a dress sprayed on a nearly naked person Bella Hadidit is therefore the responsibility of fashion to find a way to make it attractive and exciting.

“It’s frustrating that environmental achievement doesn’t attract the same level of engagement and attention. But the fault, if there is one, does not lie with Coperni. Rather, it would fall to brands that have failed to communicate their green and sustainable credentials in a way that resonates – and, even more so, to those that have blunted the impact of sustainable achievements by misusing the term,” says Ciobanu. “Sustainability content should always have, at its core, what a fashion lover is there for in the first place – fashion.”

This article first appeared on voguebusiness.com

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