ENCOUNTER. “Fashion+Sustainable” with Sònia Flotats

The Moda+Sostenible working group has been launched by Las Naves as a meeting point, reflection, coordination and work focused on sustainable fashion. Among its activities is the series “Encounters” with which it aims to offer talks with professionals in the area of fashion and sustainability, open to all interested persons.

The first of these will be with Sònia Flotats, a journalist specialized in fashion, sustainability and social responsibility; as well as co-founder of the Sustainable Fashion Association of Barcelona. She is also the creator and editor of So Good So Cute Magazine, one of the most influential magazines in Spanish on fashion and sustainable trends.

How to sell sustainability without greenwashing?

More and more fashion companies are declaring themselves sustainable, but is there enough market for so many brands? And, if there is, how can we reach it by differentiating ourselves, without falling into greenwashing and without encouraging compulsive buying?

Issues to be addressed:

• The risks of greenwashing when it comes to communicating: saying things that are not, encouraging sales more than necessary, etc.
•  How to build a communicative narrative that customers will fall in love with. How to differentiate yourself.
• How to reach your audiences: and here we can talk about communication strategies with magazines such as So Good So Cute, how to create synergies with other brands (and enter into the subject of partnering, or waxing a collective, opportunities and risks, etc.)