Gucci Deconstructed
HOW CAN FASHION BE MORE SUSTAINABLE?
As a conclusion of the Double Award Master in Fashion Styling and Visual Merchandising, Duru Ates creates a project trying to answer the question: Does the luxury market, with such an important impact on social categorization and economic availability, contribute to a disaster? environmental or is there a right way to be responsible?
Duru Ates began her investigation by analyzing untold bad practices by fashion brands, such as burning unsold items and building Greenwashing communication campaigns. What does it mean to be responsible today and how can fashion be more sustainable?
HOW CAN FASHION BE MORE SUSTAINABLE?
As a conclusion of the Double Award Master in Fashion Styling and Visual Merchandising, Duru Ates creates a project trying to answer the question: Does the luxury market, with such an important impact on social categorization and economic availability, contribute to a disaster? environmental or is there a right way to be responsible?
Duru Ates began her investigation by analyzing untold bad practices by fashion brands, such as burning unsold items and building Greenwashing communication campaigns. What does it mean to be responsible today and how can fashion be more sustainable?
Project Leader | Mentor
Gianfranco Olivotto
Project Authors
Duru Ates
Duru Ates chose Gucci as the best representative of new sustainable concepts and production and designed a showroom and event space conceived for a new, more sustainable customer experience.
The space conceived by the student aims to be an example of a sustainable footprint through digitization, under the light of slow motion, through brand attitude, digital innovations, and services tailored to the story.
The space will host private styling sessions, private wardrobe design and design sessions, to share the vision of Gucci rather than its products. Products for sale would be personalized, made-to-order, and retail repair services would be offered.
