June 7th. CLASS in the forefront in the debate on sustainable consumption organised for the first time in Milan by the European Commission.

On June 7 Milan had the honour of hosting an important panel discussion entitled “Strategies for greater sustainability of the fashion industry – from production to distribution, up until washing, care and recycling of the units sold”. The interesting debate, organised by the European Commission for Climate Action and conducted by the Commissioner Connie Hedegaard, was born in the sphere of the European campaign to raise awareness on the issues of energy saving “A world as you like it, with the climate you want”, with the purpose of raising awareness in the general public and in companies in order to jointly promote creative and innovative solutions across Europe that reduce the environmental impact of the products we consume. In the venue of Palazzo Reale, Commissioner Hedegaard initiated a debate with the fashion industry and retailers and manufacturers of detergents and household appliances, which focuses on the contribution that these areas, along with consumers, can play in building a society with low carbon emissions and in the struggle against climate change. The working group, constituted by the Commissioner together with the International Association for Soaps, Detergents and Maintenance Products (AISE), the Nordic Fashion Association and C.L.A.S.S. (Creativity Lifestyle and Sustainable Synergy), had presented several practical solutions that demonstrate the continuous research finalised at production that is more respectful of human beings, the environment and the climate.

The debate of fashion experts

During the debate “Wear, treat and share – redesigning the utilisation of fashion” various players of the fashion universe intervened such as Gucci, Marks and Spencer, Puma, C.L.A.S.S., while for the universe of the world of “detergents and cleaning” there was the presence of Electrolux and the AISE that also launched the campaign “I prefer 30°”; a unique initiative with the objective of encouraging the utilisation of washing at 30 degrees, considering that every second more than 1,100 washing machines in Europe are starting a cycle with the average temperature of 41°, despite the fact that modern detergents allow them to obtain excellent results even at lower temperatures, allowing them to save energy and money while maintaining their garments in perfect condition for longer periods of time. Giusy Bettoni spoke for C.L.A.S.S., founder of the international eco-platform that sustains and promotes ecosustainability for fashion, the home and design by means of a wide range of eco-fabrics, threads, processes and services. Materials that certainly meet the needs of low impact also in the moment of maintenance of the garment.

C.L.A.S.S. and the eco-sustainable fashion show

At the conclusion of the panel discussion, C.L.A.S.S. and NICE (Nordic Initiative Clean & Ethical) organised a fashion show where the catwalk was graced by excellent fashion creations, characterised by innovative ingredients that are 100% made in Italy, respectful of the right utilisation of raw materials and all the production processes, proving that aware and sustainable choices don’t implicate the renouncement of high quality and refined design. The eco-fashion partners of C.L.A.S.S. that took part in the fashion show on this occasion were Silenzio Stampa, Ventisettebi, Bioneuma, Goodsociety, Illogique, Palettiz, Rizieri and 959: the models presented are not prototypes or projects for the sake of projects, but they are currently available to the consumer in various sales points internationally. For NICE, a project was created in collaboration with the Nordic Fashion Industry in order to raise awareness and involve producers of in the choice of responsible business that is ethical and sustainable for the benefit of people, the planet and business. The designers that participated were Baum Und Pferdgarten, Barbara I Gongini, Armoire d’Homme, H&M, David Andersen, Nina Skarra, Rutzou, Marimekko and Norrback. Many of these designers have presented creations realised with fabrics from the eco-library of C.L.A.S.S., in the spirit of fashion that is at the cutting edge for outlook and design.

The fashion world united for a better future

It is also thanks to the work of C.L.A.S.S. and of all these illuminated creative people, to the innovations and to an inversion of trends which more and more companies are promoting, that the EU is headed along the right path in order to reach the objective of reduction of gas emissions with a greenhouse effect from 80-95% within 2050. Connie Hedegaard declared: “Each one of us can make the difference in combatting climate change: governments, industries, cities, but even single consumers. How? For example, by buying local products or those with low energy consumption, using bicycles or avoiding the waste of energy: this sustainable approach will allow us to save time and money and to reduce polluting emissions.”

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