The European Commission and the new anti-waste measures… fashion

All of us, at least once in our life, have bought a dress or an accessory convinced that that fashion, that color or that shape would last forever.

Very often, unfortunately, we are wrong.

Fashions pass and maybe a second glance in the mirror (at home, never the one in the shop) is enough to realize that that garment just doesn’t suit us.

Here then is the decision to free up space for new purchases; this is precisely how landfills fill up with unused clothes.

The phenomenon is so impactful that not only does it have a precise name, fast fashion, but the European Union has decided to intervene with a package of proposals aimed at stemming this waste.

The measures against fast fashion

Sustainable economy, green deals and creative reuse: these are the values ​​that the EU is also trying to promote through various initiatives that aim to promote eco-fashion.

Among the measures taken into consideration to achieve the goal of reducing the waste of clothes by 2030, there are a minimum amount of recycled fabrics to be used, the reduction of microplastics in fabrics, but also particular attention to unsold items.

In fact, the Commission is considering making a declaration mandatory that leads to disclosure of the quantities of unsold garments by all brands, in order to limit waste in landfills and to be able to reuse fabrics and fabrics for future collections.

Our way of approaching fashion and the consumerism that this entails has truly impressive numbers: only 1% of the garments are recycled.

This suggests how short the life of our dresses is

On average, it is estimated that every European citizen sends 11 kg of clothes, accessories and shoes to landfills every year.

A profound rethinking of the consumerist logic that has brought us to this point is necessary.

The beauty of fashion is precisely this: to become splendid thanks to creativity. If we also add attention to the environment, fashion will shine in all its true value.

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Serena Poma
A journalist ever since, I love turning the world's events into sentences and lines that can take readers "inside the news", leading them to explore the current happenings with me through my articles. My professional background has allowed me to gain insights into the encounter of two apparently incompatible worlds: luxury and sustainability. Guiding businesses in this direction as a communication manager and event organizer has made me aware that, now more than ever, it is by respecting ourselves and our planet's resources that we should start to create real value.

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