The Materials: European cotton gets back in Milan to sensitise Italian denim and fashion industry
Eucotton, a European association dedicated to the promotion of sustainable cotton grown in Europe, has organised the Sustainable Fashion Event, to be held on 4 December 2024 in Milan.
After its debut in the Italian sector in conjunction with the last edition of Milano Unica in July, the association will return with a new initiative to be held at the end of the opening day of Denim Premiere Vision, from 5PM to 9PM at Probeat Agency, in Ripa di Porta Ticinese 65.
Eucotton panel discussion, Milan, July 2024
The initiative aims to raise awareness among textile and fashion industry players on the importance of integrating sustainable practices at all stages of production in the value chain, as well as to inspire fashion brands and designers to embrace more environmentally friendly materials and production methods.
For the occasion, Eucotton has involved several partners to create innovative design creations made from 100% natural cotton. Among them NABA Student Showcase, a collective of talented students from the Nuova Accademia di Belle Arti (NABA), have created sustainable fashion collections using fabrics from fabric manufacturers such as Candiani, Canclini and Berto, sewn with MIC yarns and treated with Officina39 natural colors.
In this context, some fashion brands such as Jeckerson, Xacus, Cigala’s and Museum will also participate, exhibiting garments made from high quality and ethically sourced cotton.
Also present in the evening will be various industry experts, including representatives from Eucotton. They will provide information on the benefits of using sustainable Made in Europe cotton and the importance of adopting eco-friendly practices in the fashion industry.
In parallel, the event will also present some new technologies that can help fashion brands achieve sustainability goals and comply with future regulations, including, for example, the Digital Product Passport.
Eucotton logo
The initiative also aims to shed light on how the Eucotton brand could attract the attention of new targets, including, for example, millennials. During the event, in fact, the results of a survey conducted by some international students of the CUOA Business School focused on this consumer group.
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