Italy is leading Europe’s sustainability crackdown as Gen Z pushes fashion to prove its green credentials. While 69% of Gen Z luxury buyers say environmental consciousness guides their purchases, only 28% believe brands are doing anything about it. Italy is taking action on it though, advancing a bill to tax ultra-fast fashion imports from brands like SHEIN and Temu under the EU’s extended producer responsibility framework. Following labor scandals involving subcontractors for major luxury brands, Italy’s Senate is also moving forward on a certification system to ensure supply chain traceability. Brands including Prada, Kering, and Zegna have also joined the European Accelerator pledge to decarbonize their production. As one leader put it, “the pendulum has swung” and sustainability isn’t optional anymore, especially to Gen Z. (Ethos)
👀 Read more from YPulse: Here’s What Young Europeans Are Doing to be More Sustainable
