The launch of a new sustainable fashion publication.
by Sapna Shah
This year’s Milan Fashion Week saw an unprecedented debut – Ever Manifesto, the brainchild of Monaco’s Princess Charlotte Casiraghi, Elizabeth von Guttman and Alexia Niedzielski. Aptly launched during the Stella McCartney show, the publication focuses on how ethics play an important role in the luxury industry.
This venture was supported by Franca Sozzani, the editor-in-chief of Italian Vogue and marked a historical moment for the Italian fashion industry, which to date, has avoided issues of environmental protection and social justice.
Pictured: Amira Fritx for ‘EVER Manifesto 01’ – Edited by Franca Sozzani
The irregularly published magazine signals a new movement called Everlution and declares that, “Fashion is change and reinvention. Sustainability is just the next step. Break the rhythm of fashion. March to a new drum.” The first issue featured compelling and thought-provoking interviews and articles by industry experts including Franca Sozzani, Barneys Fashion Director, Julie Gilhart and London based designer Duro Olowu. Topics included sustainability, consumption and the role of media. Although fairly brief and relatively simple in design, the issue covers a broad spectrum of topics from discussing The Devil Wears Prada’s portrayal of the influence and impact a select few can have on an entire industry to the application of biomimicry in the world of fashion and luxury.
Ever Manifesto is pivotal, but not alone, in its response to the financial crisis that saw a major overhaul of the fashion, luxury and retail industry and the need for a new direction. Consumers have become increasingly prudent with their buying habits, resulting in iconic fashion couture houses like ChristianLacroix filing for bankruptcy, Saks Fifth Avenue and others slashing prices up to 80% off and luxury retail going online with Gilt Groupe and Net-a-porter. It’s evident that the industry as a whole is on the verge of a dramatic transformation and business as usual will no longer sustain operations. This creates opportunities for a new wave of talent that can drive forward with different philosophies and methodologies for design and business. At the heart of this new movement, lie the principles of fair trade and social justice, sustainable production and distribution, greater transparency in business as well as consumer education and awareness. Furthermore, there exists a conviction that ethics and aesthetics need not be alienated from one another and that business can do well by doing right.
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Images Credit: Diane Pernet