A new approach to fashion where the concept of well-being extends to that of well-dressed, embracing those who create products and who use them. A harmony between aesthetics and responsibility that shows the fully transparent and traceable journey of a product from the raw material to the end-consumer throughout the whole supply chain
C.L.A.S.S. CEO Giusy Bettoni is glad to announce that the Zero Edition of Smart Closet initiative together with the launch of the InsideOut value system by C.L.A.S.S. has taken place.
Smart Closet is an innovative event created by C.L.A.S.S and Equipe International to portray and explain to the contemporary consumer the new generation wardrobe (closet) through a scale of values, all equally important and crucial in the production chain.
The Zero Edition of the event took place from 27th to 29th 2024 at Palazzo Bovara during Milano Beauty Week, as an opportunity to describe fashion through a new approach, where beauty is celebrated together with the concept of well-being. With Smart Closet, well-being concept evolves to the well-dressed one, the perfect harmony between aesthetics and responsibility showing in full transparency the journey and values behind each product we use in everyday life.
But what does it mean responsible, and how to communicate it in an easy and authentic way to consumer?
C.L.A.S.S. has created InsideOut, a new value system focusing in giving evidence and visibility to intangible and non-visible products, values aligning them to the relevant ones about Design and Innovation. InsideOut by C.L.A.S.S. expresses the well-dressed philosophy into a Decalogue of Values icons designed by the prominent artist in the national scene Gianluca Cannizzo and seeks a holistic way to look at the wardrobe products from raw materials to the final product:
- 1. Ethics
- 2. Social initiatives
- 3. Transparency and traceability
- 4. Environmental values
- 5. Human health
- 6. Design
- 7. Strategies and initiatives for the circular economy
- 8. Materials
- 9. Manufacturing
- 10. Dyeing and finishing
The System makes clear the values inside the products and intrinsic to them, values that can be measured. InsideOut is a new generation of system that helps verifying and identifying universal values of each single products that will then be part of the Smart Closet.
Smart Closet is a chance to share and educate about beauty, innovation and responsibility through valuable content to support consumers to make responsible and conscious choices – from product origin and traceability, to the use of natural and new-generation materials, to environmental impacts. We know that the contemporary wardrobe fulfilling the aesthetic dimension only is no longer representing contemporary consumer expectations.
The key-players of the Zero Edition of the event were brands and suppliers identified according to their inside and outside values, together with the journey they take as a company first and product afterwards, so from the research of the raw material through transformation and processing, to the finished product:
- some pieces from the capsule collection A Dress For Venice designed by eco-designer Tiziano Guardini, illustrated by artist Jacopo Ascari, made with Bemberg™ yarns and produced by Martina Vidal Venezia with Infinity fabrics
- Candiani Custom jeans
- pieces from the collaboration between Marcello Pipitone and Albiate 1830, the sportswear brand of Albini Group
- some pieces from Cavia collection made with Spiber materials
- the fragrances of Posh, a new idea of perfume created by a fragrance designer following the controlled supply chain of CFF Creative Flavours & Fragrances
Smart Closet is an opportunity to promote specific values and creating moments of sharing information and education with an aligned network of partners and also open to visitors. A scheduled list of valuable talks with industry experts and opinion leaders enhanced the event as:
- The art of perfume: a journey to discover personalized fragrances, quality and value raw materials with Posh and CFF perfumer Cristian Calabrò with Cristina Medri, Co-founder and Brand Manager Posh, Anna Giuntoli, Co-founder and Communication Director Posh and CFF Perfumer Cristian Calabrò
- Value for money with Simon Giuliani, Global Marketing Director Candiani Denim in conversation with C.L.A.S.S. CEO & Founder Giusy Bettoni
- A Dress For Venice with eco- designer Tiziano Guardini, artist Jacopo Ascari, Ettore Pellegrini, Sales & Marketing Manager Asahi Kasei Fibers Italia Bemberg™ Division and Roberto Lucini, Creazioni Digitali CEO. When real and valuable synergies can create new generation of eco-glam collection
- Trends and sustainability: understanding the future to travel new paths with the Creative consultant in the fashion field Silvia Stella Osella and journalist Chiara Tronville
- Discovering bioarchitecture with bioarchitect Isabella Goldmann and SkyTg24 Journalist Chiara Puglisi
- The Digital Product Passport (DPP): challenge or opportunity for an MSMEs? with designer Nicoletta Fasani
- Italy&Moda, creativity, beauty and sustainability with Roberta Redaelli, Specialist of Sustainability Ethics and Communication in conversation with C.L.A.S.S. CEO & Founder Giusy Bettoni
- Feeling good: when fashion creates well-being with Elena Muserra De Luca, Media Relations & Communication Manager Italia Ecoalf and Diletta Pollice, Founder Appcycled in conversation with journalist and Sustainabilty Communications Strategist Laila Bonazzi
- Communicating to inform: sustainability literacy with Niccolò Cipriani, CEO Rifò, Angelo Ruggeri, Communication & Diversity Director ACBC in conversation with Laila Bonazzi and final wrap up of InsideOut by C.L.A.S.S. value system
Smart Closet and InsideOut system are just at the beginning!
Stay tuned for next steps!
