Sustainable, part V – Alberta Ferretti + Eco Age
One of Italy's most celebrated luxury fashion designers, Alberta Ferretti, is also part of a climate action revolution currently spreading throughout the industry
Perhaps if Alberta Ferretti had grown up in an overly concrete urban city like Milan maybe she wouldn’t have developed such an affinity for the place we all call our home. But she didn’t. One thing about Ferretti that will tell you a lot about who she is as a person is the fact that her design studio is located in the pretty little seaside town where she was born and where she grew up. Even though her eye for luxury fashion, and her head for the business of fashion, has built a global brand with offices and outlets all over the world, when it comes time to create – to really create – only little Cattolica in Rimini will do. When your weekday mornings consists of exercising on the beach with your dogs as you look out onto the Adriatic it’s easy to see how any threat to that idyll might hit home a little harder. And if you’re inclined to save the Earth it doesn’t hurt to think of it as saving your little piece of it first.
Back in 2011 Alberta Ferretti debuted their first sustainable collection, Pure Threads, with the help of British actress Emma Watson. Not only was the collection a great success it was also made from all organic fabrics and even the packaging for the collection was 100% environmentally friendly. At the time Watson said of the collection:
“I’m pleased that a luxury brand such as Alberta Ferretti has decided to create ecological clothes. I believe this is a big step forward for all of the international fashion industry, but also an important step for an increased sensitivity to the problem of ecology,”
Ferretti continues this important tradition with a new capsule collection launching in this month in collaboration with Eco-Age, the heavyweight environmental and branding consultancy agency founded by documentary film producer Livia Firth. The collection itself ranges from tops and sweaters to trousers and shirts, all of which carry calls to action messages like ‘Love Me’ or ‘Help Me’. Every single piece in the collection is made from certified organic material and once again all packaging has been made to meet strict environmental standards. Talking of the upcoming collection and beyond Ferretti declared:
“What makes me most proud of this project is the knowledge of having planted a seed that will sprout and bear fruit. These are my little trees within a sustainable fashion forest, but I hope they will stand alongside the many that have been planted and will be planted by my colleagues. Together we really can make a difference and protect our future”.
In a smart piece of marketing, the Love Me collection will preview at Ferretti online in the week leading up to World Earth Day on April 22nd. The collection will then also be available in Alberta Ferretti stores globally from the beginning of May. Set your reminders.
To visit AlbertaFerretti.com click here.
To read part VI in our Sustainable series click here.
To read part IV in our Sustainable series click here.