Prada Embraces Sustainable Fashion: Is the idea overpromising?

Prada Group, an internationally revered Italian fashion house, has recently decided to merge the idea of sustainable fashion into the company’s core values. From producing its first sustainability report in 2013 to signing the G7 Fashion Pact along with 31 other leading fashion and textile companies in 2019, this luxury trendsetter has come a long way in its journey of incorporating sustainability in the fashion industry.

Making sustainability the default, from Re-Nylon to fine recycled gold

As one of the 32 global fashion brands, Prada Group has been determined to deliver the three major targets of the Fashion Pact, i.e., eliminate the emission of greenhouse gasses by 2050, introduction of innovative ways to destroy the pollution caused by micro-fiber, and reduction of single-use plastics by 2030. Furthemore, Prada shook the whole fashion industry with a groundbreaking decision of signing the industry’s first sustainability linked loan of £43 Million with Credit Agricole Group.

In order to showcase the role of fashion in promoting sustainability, Prada eliminated the use of fur and has been fur-free since its SS20 Women’s collection in 2019. Its fur-free policy served as a first step in the completion of one of its sustainability targets since fur not only poses ethical issues for the brand but also leads to pollution and greenhouse gas emissions.

Another progressive, yet innovative measure taken by Prada Group for the environment, is the launch of ‘Prada Organic Denim,’ a recent cotton-based denim collection that is sustainably produced and 100% organic. “The denim is dyed using a process named ‘Aquasave system’ that allows the reduction of water usage by ten liters for each linear meter of the fabric,” stated Prada.

With a clear vision in sight, Prada has been pushing the sustainability agenda in its product design unapologetically. One of the most striking examples of a sustainable material that Prada has introduced to the world is an upscaled product called Re-Nylon. This next-level textile material is produced using synthetic fibers. In particular, Econyl, a synthetic yarn made from regenerating nylon from discarded plastic abundantly found in landfill sites and oceans.

Earlier this month, Prada launched its first sustainable and eco-friendly jewelry line called ‘eternal gold.’ It is essentially the brand’s first jewelry collection that is designed by keeping the guidelines of sustainability in the forefront. The recycled gold in these products is scavenged from electronic parts and old pieces of jewelry. Moreover, the brand included pave diamonds in the collection that are mined and finished according to the guidelines of the council’s environmental and humanitarian Code of Practices.

Is the idea of sustainability really practical in Prada?

Prada Group has become one of the most leading fashion brands of the world that supports the idea of sustainable fashion. However, the challenges regarding the practicality of sustainable solutions on a luxury brand such as Prada demand to be noticed and answered.

Although the brand uses lower-impact materials like Re-Nylon, it has yet to be known whether it takes any actions to obliterate the usage of other harmful chemicals in the synthesis of its products.

Similarly, Prada Group did eliminate fur-based collections but the company still exercised the consumption of other animal-based products such as animal skin and hair, leather, wool, and angora.

Hence, it can be concluded that even though Prada Group is taking steps towards a sustainable future of the fashion world, there still are issues regarding its ethics and practices that need to be addressed.

Andrew is a blockchain developer who developed his interest in cryptocurrencies while his post-graduation. He is a keen observer of details and shares his passion for writing along with being a developer. His backend knowledge about blockchain helps him give a unique perspective to his writing