Eucotton to host Sustainable Fashion Event in Milan

Eucotton, the European association promoting sustainable cotton, will host the Sustainable Fashion Event on December 4, 2024, in Milan. Following its debut at Milano Unica in July, this new initiative will take place at Probeat Agency, Italy, on the opening day of Denim Premiere Vision. The event aims to highlight the importance of sustainability across all stages of production in the textile and fashion industries.

Several partners, including the Nuova Accademia di Belle Arti (NABA), will showcase sustainable fashion collections created using 100 per cent natural cotton. Participating brands such as Jeckerson, Xacus, Cigala's, and Museum will exhibit garments made from ethically sourced cotton.

Industry experts and Eucotton representatives will discuss the benefits of using cotton grown in Europe and adopting eco-friendly practices. The event will also feature new technologies, such as the Digital Product Passport, which can help brands meet sustainability goals and comply with future regulations. The results of a survey conducted by CUOA Business School students will be tabled. The survey had explored how Eucotton can appeal to millennials, a key target audience for sustainable fashion.