In Helsinki, the first sustainable Fashion Week
Impact zero and circular economy: Helsinki Fashion Week takes an increasingly strong approach to sustainability and is the first to apply the concept of an Eco Village to its platform.
In Finland, there are no limits when it comes to imagining a fashion week based on a circular economy and sustainable values: in fact, what was once a dream is now a reality. The idea was first conceived by Evelyn Mora, founder of Helsinki Fashion Week, who wanted to see the event scheduled from 20 to 25 July 2018 have a greater orientation and drive towards sustainability. Thus, an ambitious and expressive project was kicked off, with the aim of involving and holding all players in the fashion community participating in the event accountable for ‘green’ themes, along with the city of Helsinki.
From one end, there is the location: the Eco Village, the area that hosts events using green and recyclable materials, with the most advanced eco-friendly technologies and renewable energy sources. It is managed following circle and sharing economy models, in order to minimize the ecological footprint and demonstrate how fashion can become sustainable. From the other end, there are 30 brands as the protagonists of the event, with their strictly sustainable fashion proposals and projects based on recycling or on the use of natural materials.
“Our aim – says Evelyn Mora – is to extend the concept of sustainability we have already shared in recent years to all aspects of the event, becoming an example in the world, inspiring others. And involving the entire city with cultural encounters on the theme”.
The idea is to contrast the tendency to only undertake a few “select” sustainable measures, which are limited to recycling plastic, buying organic and not overbuying, and replacing them with a model that “is developed through actions, possibilities, industries and disciplines, which affect every aspect of our consumption, without stopping at a simple pat on the back”.
Thus, Helsinki Fashion Week has put this principle into practice, making sustainability and transparency the cornerstone of every aspect of production, while basing practices and work methods on hard data and continuous research. The brands and designers involved all respect this same criteria, presenting sustainable and ethical collections at Fashion Week.
“We want to contribute to instigating a revolution in the fashion industry – adds Evelyn Mora – with change kicked off from within the system. This is why in addition to organising the only fashion week guided by eco-friendly criteria for professionals and consumers, we also promote readings in the most prestigious Universities and fashion events that dare designers and the entire industry to think about fashion in a sustainable way. People do not need just clothes, – she concludes – they choose them as a means of personal and cultural expression and, since we cannot stop production, we must change practices in order to ensure a healthy and green future for everyone”.