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Introduction
For years, many brands has been or converted themselves as sustainable brands whether producing a low-waste inspired collaboration with cultural inclusive ethical workforce or introducing materials like recycled. nylon and pineapple “leather” in their collections. When it comes to traditional catwalks and fashion shows how about diminishing the carbon footprint there?
App’s founders, sisters Emelie Akerbrant. and Melinda Akerbrant Gray, put their first step to develop its functionality and user experience in the field of fashion execution when it comes to marketing and PR..
The tool is intended to help identify and diminish environmental issues for production teams who are responsible for glossy magazine covers, articles, advertising campaigns, fashion shows and other PR events. It provides quick and number specific emissions estimates based on specific project plans, suggests alternatives to reduce the impact of an event, and post-production provides a final assessment that can be used to plan offsets and guide offsets along with future efforts to further reduce the impact. The goal was to create a tool that could be used by teams working on multiple complex projects and under tight deadlines.
Examples of brands working in alliance with this app and organization are Heron Preston ,Alexander McQueen, North Six and Rosco Production,
InFocus is industry-specific, requires no prior carbon knowledge, is easy to use, and action-driven; meaning that anyone who uses the program can make an instant, meaningful, and positive change.
Alexandre de Betak, founder of production agency Bureau Betak, known for hosting some of the biggest shows in the fashion industry.
Bureau Betak operates within a strict framework to guarantee more sustainable productions and is in the process of obtaining B-Corp status. Copenhagen Fashion Week has halved carbon emissions from its operations between August 2019 and August 2020, and set environmental requirements for all brands on schedule by January 2023. Multi-sensory events for brands like Dior, Hussein Chalayan and Rodarte are all on the list.
The French Federation of Haute Couture and Fashion (FHCM), the organizing body of Paris Fashion Week,has launched of a tool called Ecodesign with the consulting firm PwC, which allows brands to measure the social and environmental impact of their collections and fashion shows.
The challenges still remains as the main hurdles for execution. Productions still often use elaborate decors meant to be used once and thrown away. The industry’s events are conducted far away in flashy places and with global talents to mark the moment which means that many flights and road trips are needed to bring in models, photographers, stylists and to gear up the event .Time constraints, complicated logistics and the coordinated management of multiple teams and freelancers make the impact of an event even more complicated to keep the estimations closer to perfection. They have designed two Ecodesign tools- first is for events (in particular fashion shows and presentations) relating to the event value chain; the second concerns collections and the industrial value chain.
