Sustainable and eco-friendly fashion was in the spotlight at the Milan Fashion Week. During the Brazil Eco Fashion Week side event, eight Brazilian companies were promoted and showcased by Friend of the Earth for their commitment to reducing the impact of industry practices on the environment.
The glamorous event which included a showroom and fashion show, allowed companies to present their products, worn by models from WSO Models, the first ethical fashion agency created by the World Sustainability Organization.
The event featured the most relevant elements and trends of Brazilian fashion. The South American country is internationally renowned for its fabrics and garments, the numerous woolen mills, exquisite craftsmanship, and embroidery.
Dona Rufina is the first of the Brazilian companies to achieve the Friend of the Earth certification. The brand displayed designs made of raw wool felt which is a sustainable and innovative alternative in the fashion sector. Wool felt is thermally insulating, anti-inflammatory, non-flammable, and biodegradable, making it an excellent substitute for animal skins and synthetic materials. In addition, wool felt comes in blankets of various thicknesses to create a diverse array of products, including clothes, shoes, furniture, and decorations.
The felt raw material designed by Dona Rufina Marca is certified by Friend of the Earth. Products bearing the Friend of the Earth Sustainable Fashion eco-label undergo a rigorous independent control process to verify compliance with strict sustainability requirements, including the protection of wild fauna and flora; appropriate water, energy, and waste management; and social responsibility.
Friend of the Earth promoted seven other brands and designers during the event: Eneas Neto, KF Branding, Olé Rendeiras, Natural Cotton Color, Helena Pontes, Libertees, and Rico Bracco.
The WSO Academy & Model Agency models also graced the runway, showcasing the various designs on display by the featured designers at the event. This new project from the World Sustainability Organization aims to offer a platform where models receive fair treatment, their rights are respected, and their personal background is valued, including their commitment towards the community and the environment. Meanwhile, benefits from the Academy will be used to support WSO conservation projects and campaigns.
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