Sustainable fashion communication: The new rules

In 2019 and 2020, Longchamp introduced preferred alternative fabrics like recycled polyester canvas and ECONYL® certified recycled polyamide (nylon) canvas in its My Pliage® Signature and Green District lines, respectively. Today, Le Pliage® Green is the first Le Pliage® made with recycled nylon, marking the start of Longchamp’s transition to the use of this responsible material throughout the Le Pliage® collection by 2023.

Courtesy of Longchamp

“The communications team doesn’t have to sit down at the end of the process, they have to be involved throughout,” says Vocking. “When the sustainability team conducts an audit, the communications team should work with them to shape internal stories and external press releases. Communication experts trained in sustainability are like gold dust right now. “

Early engagement of communicators allows them to play a key role in empowering brands and accelerating progress, adds Levitt. “Ask them if they are up to date with the challenges facing the industry at large and stay up to date with new developments and solutions,” she says.

At BPCM, Phillips spoke to clients about regenerative agriculture and biodiversity – topics that entered the mainstream in 2021 – three years ago. At Eco-Age, communicators are involved throughout the process, from strategizing to product development, helping to shape internal narratives and inspiring staff to support new initiatives as well as develop communications. with consumers.

Basically, brands need to adjust their expectations of communicators, says Levitt. “Brands want to drive sales and visibility, which is why they have public relations,” she explains. “Brands need to focus less on novelty and more on solutions and maintaining customer relationships. ”

Levitt works with clients on corporate social responsibility reports that can be easily understood by environmentally conscious fashion consumers. “Brands usually hide their sustainability reports or fill them with jargon, but they are a great opportunity for brands to focus on impact and progress, internally and externally,” she explains.

“Consumers allow an industry to exist because society finds it acceptable,” says writer and consultant Alec Leach. “The tobacco industry has lost this social license, and the fossil fuel industry is now losing it. Fashion loses its long term credibility to avoid short term problems. There will be a tipping point where people stop buying fashion because they feel the effects of the climate crisis and realize that fashion is contributing to it. “

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