Clothing has become a gesture of personal and collective identity: We dress to address self-esteem, social acceptance, our belonging to a certain group… This evolution in the role of the way that we dress has led the fashion industry to be one of the main drivers of the global economy, according to data from McKinsey.
Today, this industry employs over 3.45 billion people, and the retail industry is expected to grow an estimated 6.1% in 2022-2023, reaching $1.95 billion in 2023, according to data from Euromonitor.
An Environmental Protection article cited fashion as the sixth most pollution-generating industry, in terms of emissions. However, the good news is that a profound mindset shift has been witnessed in this sector in terms of sustainability.
We can affirm that the transition towards more sustainable fashion has been the main change in this industry over recent years, with actions ranging from the origin of raw materials, the entire supply chain, and even the return and recycling or reuse of unwanted or defective products, known as reverse logistics.
This transition has occurred on both sides. Consumers are increasingly concerned about the sustainability of the clothes they wear and the brands they buy, and they are increasingly better informed about what it means to consume sustainable fashion and the impact of decisions, especially among younger and more environmentally conscious generations.
For companies, sustainability is no longer an option, it is our responsibility. But just what does it mean to be a sustainable fashion company?
Sustainable fashion or slow fashion is a global trend of internal and external policies that include the company, its employees, its products, and its manufacturing process and supply chain. The main objective of these policies is to reduce the footprint of the company and, in the long term, to achieve net zero emission production.
Some of the most significant changes that have occurred in the fashion industry in this regard is the decline of fast fashion which prioritised economic manufacturing without taking into account its high environmental impact; or the progressive replacement of polyester and other synthetic fibres, which are manufactured from petroleum and have a more polluting process, with natural origin fibres such as cotton, wool, or linen.
Germany, one of the countries leading the way in sustainability, is a good case in point. German companies are highly committed to reducing carbon emissions, and they are forecast is to reduce their greenhouse gas emissions by 55% by 2030. The country is also introducing more renewable energy and operates a successful recycling programme.
The relationship between Pasqual Arnella and Penther Mannequins began in 2009. Since then, we have carried out several projects, including the development of the world’s first full-body paperpaste mannequins, in 2019.
One of the latest collaborations has been with Ulla Popken, a family business dedicated to the fashion sector that operates internationally, specialising in plus sized clothing. The company offers clothes for women who want to define their own style and dress according to their own rules. Their collections stand out for their soft and flowing fabrics, perfectly fit cuts, and trendy prints and colours. Style is what matters here, not size.
On this occasion, our project consisted of the display furniture for their window display, as today’s visual merchandising is not just about displaying products, it is of equal importance to convey the philosophy and identity of the brand. What have we done so far for Ulla Popken?
Ginkgo concept: spring-summer 2021 campaign
This campaign consisted of decorative props made with 100% recycled paperpaste, dyed in a moss green colour to evoke feelings of the forest and nature. We created a tall decorative vase and a stool with a delicate line painted in gold. These were used in about 250 stores.
Xmas Glitter Balls: Christmas campaign 2021
For this Christmas campaign, we created decorative balls made from recycled paper, in three different sizes, designed to be used in diverse locations, both hanging and on the floor. Very elegant colours were chosen, cream, light ivory, and beige, all with a special glitter finish.
Pink & Green flowerpot: spring campaign 2022
For this spring campaign, the company opted for some wide vases made of 100% recycled paperpaste to decorate their shop window. They chose vivid colours; pink and green, and the final result was perfect, with the pieces in harmony with their seasonal collections. This campaign was rolled out across 20 Flagship stores.
The versatility of our material, paperpaste, along with the flexibility of our production process, means that we can adapt to the specific needs of each project. We ensure that each brand can convey both its global identity and the specific focus of each campaign or seasonal collection. Choose paperpaste for your next project and discover the magic of this material!
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Aquesta actuació està impulsada i subvencionada pel Servei Públic d'Ocupació de Catalunya i finançada al 100% pel Fons Social Europeu com a part de la resposta de la Unió Europea a la pandèmia de COVID-19.
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