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Sustainable fashion will be more crucial than ever in a post-Covid-19 world

In the face of a crisis, green is still in for Luxury brands.

On the whole, luxury brands, while still concerned for their bottom line, seem to be performing better on the green front. Sustainability remains a priority for Burberry, as evidenced by its latest campaign, ReBurberry Edit, that was unveiled on Earth Day this April 22. The collection features 26 pieces of clothing and accessories made from green materials such as recycled nylon and bio-based plastic. Prada already has a sustainability-led ReNylon project in place. Last year, it dropped a capsule line of bags produced with Econyl, regenerated nylon crafted from fishing nets, textiles and other plastic waste collected and recycled from the oceans.

Brands are also experimenting with digital fashion shows in their bid to reduce carbon emissions produced by travel during fashion shows. Ermenegildo Zegna, which celebrates its 110th anniversary this year, used a new format to present the brand’s spring/summer 2021 menswear next month. Christened a “phygital”, it is a portmanteau of physical and digital. “I have always wanted to use alternative formats to communicate my creative process… It gives me great energy and freedom of thought,” said artistic director Alessandro Sartori.

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