Dipping their toe into the pool of sustainability, however, is Prada, who have made the refreshing decision to launch a pioneering new project which stays true to their iconic aesthetic whilst reflecting the “changing demands” of both their customer and our physical environment.
The world of high-end fashion has often shunned sustainability in favour of exclusive, occasionally controversial fabrics – with Stella McCartney the only luxury label truly committed to conscious practices.
Re-launching their cult nylon bags in Econyl (a unique, regenerated nylon), Prada have teamed up with textile yarn producer, Aquafil, in a bold move towards sustainability.
So what exactly is this material? “Econyl nylon is obtained through the recycling and purification process of plastic waste collected from oceans, fishing nets, and textile fibre waste”, the brand explains.
“Through a process of depolymerization and re-polymerisation, it can be recycled indefinitely, with no loss of quality.”
But is this just a tokenistic launch in order to be seen to be conscious, without truly committing to the cause? Thankfully not, as Prada have revealed that their ultimate goal is to convert all of their virgin nylon into this regenerated nylon by 2021.
“A forward-thinking ethos is intrinsic to the cultural make-up of Prada: invention, experimentation, progress”, the brand revealed.
The sustainable collection, entitled ‘Prada Re-Nylon’, launched with six styles for both men and women – the belt bag, the shoulder bag, a tote, a duffle and two backpacks.
The even better news? A percentage of proceeds from the sale of the Prada Re-Nylon capsule will be donated to a project related to environmental sustainability.
“This project highlights our continued efforts towards promoting a responsible business,” said Lorenzo Bertelli, Prada’s head of marketing and communication.
The announcement follows the news broken just last month that the Italian fashion giant will no longer be using fur within their collections.