CHANGING MINDSETS
CUSTOMERS IN EX-USSR MARKETS ARE BEGINNING TO DEVELOP AN AWARENESS OF ENVIRONMENTAL ISSUES. EDUCATION IS KEY, AND FASHION COMPANIES ARE KEEN TO CONTRIBUTE
SPOT ON: RUSSIA
Ventures that facilitate the growth of sustainable mindsets and markets have been popping up in CIS countries lately. Fashion summits, educational programs, networking and round tables are initiated by fashion eco-platforms and agencies. Local organizations include Sustainable Fashion
Pad (Ukraine) and Sane Fashion (Moscow). Global platforms such as Circular Fashion, Fashion Revolution and Sustainable Fashion Matterz have been growing their presence in the market, too. In Ukraine, the Be Sustainable summit now happens during Ukrainian Fashion Week, while in Russia, the latest edition of the Russian Fashion Council’s project Global Talents, aimed at showcasing emerging designers, will have a sustainable focus and exclusively feature brands with an interest in “upcycling, recycling, ethical fashion, slow fashion, or zero waste”.
Retailers, too, are keen to participate in educating the consumer. “Take a little, but the very best,” recommends a poster in the Aloe store in Saint Petersburg. The retailer has grown into an interdisciplinary operation that includes an eco-activism platform, nightlife events, independent publishing, selling upcycled fashion, a clothing rental service, a sustainable fashion production facility and an art center. “Sustainable development is only just beginning in Russia,” says director Julia Solnechnaya. “Changes are very slow. But we must not despair and continue [to implement them]”.