Sustainable fashion comes out of the ghetto and becomes trend - Lifestyle

Vegan leather, organic cotton, jewelry from recycled materials, collections from the reuse of fabrics, 'biodegradable': ecological fashion comes out of the niche of experiments and innovative start-ups to become popular and trendy, as shown by the research carried out with the mentioned words . The big brands and fast fashion chains offer in both cases sustainable fashion with special collections and clear labels on the items on sale, knowing that a good part of consumers are now ready and that they wear clothes that are as eco-friendly as possible and with a sustainable environmental and human footprint.
    We are far from the goal, but the journey has started, as evidenced by the report created by Lyst with Good on You, the authoritative English organization that helps consumers make better purchasing decisions by evaluating companies based on the treatment of workers, planet and animals. Here the link to the complete report
    Sustainability has officially become a recurring theme in the fashion sector, stimulating some brands to launch new initiatives, to share more information with their customers and to set new goals to be more ethical in their productions. It emerges from the research of the last 12 months on the fashion platform and Google.
    Searches for "vegan skin" increased 69% year-on-year, with an average of 33,100 monthly searches online.
    Research on "organic cotton" has increased by 23% since November, while "recycled plastic" research has gained 35% interest since January.
    The demand for Adidas recycled plastic sneakers was particularly high, with a 305% increase in page views for the brand's shoes. Fashion research with the keyword "biodegradable" has also increased by 10% since the beginning of the year. In the meantime, searches for real fur have dropped 8% year-on-year. While sneakers and jeans remain two of the most sought after product categories in the field of sustainable fashion, growing by 142% and 108% respectively on an annual basis, research reveals that users' interests have changed. Research data indicate that interest in "remanufactured jewelry" has grown 90% year-on-year, while searches for "ethical jewelry" have increased by 60% over the same period. With an average of over 1,000 monthly searches, "eco T-shirts" are in trend alongside sustainable activewear, for which searches are constantly increasing, with an increase of 151% on an annual basis.
    Sustainable swimwear is a rapidly growing segment: searches increased by 65% ​​compared to the previous year, with a demand for eco-friendly bikinis and swimsuits coming mainly from Australia, followed by the United Kingdom and the United States. Over the past three months, "upcycled fashion" searches have grown 42%. At the same time, the demand for "second-hand" and "used" fashion items has increased by 45% since November: sneakers, watches and bags are the most searched categories in combination with these keywords.
    Among the most purchased products are Veja Campo sneakers, Girlfriend Collective high leggings, Stella McCartney's Eclypse sneakers, Patagonia's Lone Mountain, Reformation dresses. Among the brands to keep an eye on according to Good on You: Mother of Pearl, Ecoalf, WWAKE, Maggie Marilyn, Fisch, Greg Lauren and By Walid. In Italy in particular, the demand for sustainable fashion has increased by 20%, in particular the consumers of Lombardy are the ones who carry out the most eco-friendly fashion research. The term "faux fur" is the most used keyword in the past 12 months. Research on "recycled fashion" products has increased by 64% in the past 3 months.