Fall in prices, quicker production rates and easier access to fashion (fast fashion) have meant that fashion is now more accessible to the common man than ever before.

Taking a look at Europe, for example, studies have shown that the percentage of clothing bought by a resident of the European Union has increased by 40% in just a few decades, with the current spending average of about $782 per year per capita.

But at what cost?
-The clothing and textile industry is the second largest pollutant in the world (following oil) contributing to 10% of global greenhouse gas emissions.
-Reasons which cause concern include
-Abuse of natural resources (land, water and an increased use of chemicals and pesticides) for the production of raw materials at a faster rate.
-Manufacturing and finishing processes such as spinning, dyeing or giving the fabrics strength and shine are energy-intensive processes in which large amounts of water and -chemicals are used.
-Most textile raw materials and final products are imported into the EU, which means long delivery routes.
-Consumer User Pattern

Challenge

Can a solution to this situation be found? How do we reduce waste and keep materials within the consumption and production loop for as long as possible? How do we maximize the life cycle of products? Would redesign be a viable solution? Would the use of recyclable material help?

SITE

Alan Garner said, “speak English, kiss French, drive German, and dress Italian”. World-renowned for its high-quality craftsmanship, sharp tailoring, and luxurious designs, Italy has been leading the Fashion Industry since the 11th century. At its core is Milan. Hosting a fashion week bi-annually, each autumn and spring, Milan welcomes the who’s who of fashion in an aim to showcase their new collections ahead of when they will be available for purchase.

Last September sustainability and minimalism came into sharper focus at Milan. Exhibitions spoke about increasing transparency in production and about the rise in conscious consumerism. While some see Milan’s fashion week as superficial frivolity, it is not all fun and games. In recent years, it has come to be a key event to promote sustainability in fashion, especially with a focus on luxury products.

Within half a kilometer distance to the Collegio di Milano, this site was chosen in an understanding of the vital role that the youth play in making tomorrow.

Close to several tourist attractions (Cascina Monterobbio, San Giovanni Bono Church), it is located within walks reach to a public parking facility and public transport (metro and bus) systems.