Sustainability, traceability, circularity and collaborative consumption. These are the keywords running through the world of fashion that, between now and 2030, will become reality. As is already happening in other sectors, including energy, food, communications and mobility. The change under way concerns business models, which until now have been based on old stereotypes. The concept of a linear economy is obsolete. The future is circular, and finds its natural mission in the creation of shared value.

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The wave of sustainability has finally arrived. 34 million Italians have already aligned their purchasing decisions with the issues connected to it: awareness has now entered people's hearts and is changing all consumption habits.

It is no coincidence that even fashion weeks — showcases for the constant research carried out by designers — are evolving to meet the needs of an increasingly smart and conscious consumer.

Technology is offering us concrete solutions, such as blockchain: a digital ledger capable of storing data securely and permanently, which will guarantee a future in which every garment has a "talking", digital label. A label capable of telling whoever buys it how it was made.

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And there is more: the transition towards a sustainable and circular model also means transforming the "product" into a "service" by rethinking materials, their durability, and the possibility of breaking them down and reusing them. Without forgetting the social aspects, which should not merely be mitigated but included in a circular vision, creating positive impacts for the entire community.

If, until today, the reference models in fashion have been dominated by displays of purchasing power and ownership, tomorrow the values will be sustainability and sharing. As anticipated by the explosion of the fashion renting phenomenon — that is, the possibility of hiring clothes and thus wearing the perfect outfit for every occasion, while at the same time countering the indiscriminate production of low-cost garments that do not stand the test of time.