Campaign SFM

Fashion Tech, For A Better
Fashion System

While AI forecasting is often linked to fast fashion, it can also benefit slow fashion brands. Research by Savolainen (2023) found that sustainable brands face growing competition due to inflation, changing consumer priorities, and greenwashing by fast fashion. AI can help these brands design timeless, desirable products that keep customers engaged.

How To Spot Greenwashing

As more people begin to question the true cost of fast fashion, the demand for sustainable alternatives is growing rapidly. While some brands are genuinely working towards change, others are choosing a different route, using clever messaging and marketing tactics to appear responsible, without making meaningful shifts. This is where greenwashing comes in: creating the illusion of ethical consumerism, without the substance behind it.

FASHION 2.0

A Resilient Future in the Making

Fast fashion products are created to meet trends rather than to last. These items are designed, produced, and distributed at high speed so they can be replaced just as quickly, prioritizing immediacy over durability.

ReDefining Luxury

From online platforms like The RealReal and Vestiaire Collective to brand-led initiatives by Gucci, Burberry, and Stella McCartney, the luxury resale ecosystem is not only expanding but redefining what it means to invest in “luxury”.

Transparency In Global Luxury Reporting

This publication explores the reality behind luxury fashion’s sustainability claims and assesses whether reporting practices meet global expectations of accountability- a part of Know Your Luxury Campaign by the Slow Fashion Movement.

The Wardrobe Within: Journey into Fashion Via Spirituality

A wardrobe is not just a collection of clothes. It is the quiet archive of our lives, storing fragments of memory, belonging and identity. Within each lies a story waiting to be rediscovered – a map stitched from a cloth, practice, ritual or emotion.