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The Beautiful and the Good


Global luxury trademarks invest in sustainable brands, mass retailers offer clothes made with eco-friendly raw materials and niche labels put the words “recycled” and “reused” into the esthetics of the most sophisticated fashions. In the meantime we are all intent on rediscovering the quality of what is crafted and long lasting. Scholars in various disciplines: fashion, economics, sociology, marketing, industrial organization, textile technology and climatology, use case-histories to explain how the terrain of sustainable fashion is riddled with contradictions, and also how we are experiencing a profound, lasting and – above all – necessary change in the paradigm of the consumer culture. Sustainable fashion, as this book explains, reassesses the material components and manufacturing practices in the fashion business without sacrificing the esthetics and symbols which are fashion’s elected ground. It presents a promising outlook for getting out of the quicksand that has trapped the debates on Italian fashion today. The authors’ begin with what happened in Italy’s fashion industry, the reference point for world fashions and the leader on the international markets. This is the distinguishing feature on a publishing scene where nearly all books currently available in English focus on Anglo-Saxon and Northern European experiences.

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