#ReFashionNow

On 5 May 2023, the event “#ReFashion Now – Engaging new generations for a more sustainable and circular fashion” was held at SDA Bocconi School of Management as part of the initiatives of the Monitor for Circular Fashion, the research observatory directed by Francesca Romana Rinaldi and part of SDA Bocconi's Sustainability Lab, powered by Enel X. 

The event was co-organized with the Master in Fashion, Experience & Design Management of SDA Bocconi School of Management (MAFED).  

The goal of the event was to connect the companies of the Monitor for Circular Fashion community to Generation Y and Z Bocconi students, exploring their expectations, needs, preferences, priorities and challenges for a more sustainable and circular fashion, creating a dialogue to allow unexplored and fresh ideas to flourish.  

The event hosted three panels, namely: 

1. How to engage new generations for a more sustainable and circular fashion, with Giorgio Ravasio, Country Manager of Vivienne Westwood Srl, Silvia Airaghi, Sustainability Manager at FERRAGAMO, Silvia Mazzanti, Sustainability Manager at Save The Duck, Simon Giuliani, Global Marketing Director at Candiani Denim, and Erika Andreetta, Partner at PwC Italy. The first panel was moderated by Francesca Romana Rinaldi, Director of the Monitor for Circular Fashion, SDA Bocconi School of Management 

1. How new generations want to be engaged for a more sustainable and circular fashion, with Caterina Gaibani, Division Manager at Green Light for Business Bocconi Students Association, Janson Vincent Schiller, Associate at Luxury Bocconi Student Society, Giulia Pisano, Board Member at Bocconi Build Sustainable Innovation, Cecilia Cottafavi, founder at Maertens, and Riccardo Haupt, Head of Strategy Will Media. The second panel was moderated by Francesca Boni, founder at Il Vestito Verde. 

1. Official launch of the Monitor for Circular Fashion C-Factor, with Matteo Aghemo, Co-founder at Must Had, and Francesca Romana Rinaldi, Director of the Monitor for Circular Fashion, SDA Bocconi School of Management 

During the event a selection of the 2021 and 2022 Monitor for Circular Fashion results were presented (full version of the reports can be accessed through the dedicated website).  

During the event, expectations of new generations for a more sustainable and circular fashion have been shared also in relations to Digital Product Passports (DPP).  

Representatives of the New Generations highlighted that among main reasons preventing to buy sustainable clothing, footwear and accessories are greenwashing concerns, the impossibility to make informed decisions and quality concerns. 

Adopting the DPP would allow end users to make better informed decision, increasing the consumption of sustainable goods, increasing customer trust and brand loyalty and the adoption of a more virtuous consumption behaviour. 

The event was linked to the #ReFashionNow campaign by the European Commission, which launched the hashtag to promote the EU Strategy for Sustainable and Circular Textiles – one of the flagship initiatives of the Circular Economy Action Plan and the European Green Deal. 

It was also part of Civil Week, a series of events promoted by Corriere della Sera to support good citizenship, solidarity and civil economy both in the Milan area and nationally.  

The final event of the Monitor for Circular Fashion with the presentation of the 2023 Report will take place on 11 October 2023, where the whole industry will be invited to participate, and representatives of the new generations will take the stage once again. 

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SDA Bocconi School of Management