“Fashion designers are very concerned by the ecological transition”, assured Pascal Morand, executive president of the Federation of Haute Couture and Fashion, guest of franceinfo on Friday March 5 on the occasion of Paris Fashion Week, which takes place this year in a restricted version due to the Covid-19 epidemic.
franceinfo: What conclusions do you draw from the first week of Paris Fashion Week?
Very positive in the digital version given the sanitary conditions. We have 93 brands in the extremely selective official calendar. We have the most important and creative French and international brands.
Can clothing artistic creation create so many finery with digital?
Fashion is an economy that has a great cultural dimension for all creative markets. This very strong dimension is done in synergy with other artistic disciplines. With digital, there is what we can qualify as augmented creativity, as we speak of augmented reality, with new collaborations: videographers, directors, etc. It is clear that a digital Fashion Week does not replace a physical Fashion Week. Beyond resilience, it is an indisputable innovation factor. The fashion ecosystem is very large. We are talking more particularly about creative brands. There are large groups and emerging brands. If we take fashion as a whole, turnover reaches 150 billion euros with 600,000 jobs.
What is the fashion industry’s approach to ecological transition?
This ecological transition is evolving rapidly. Fashion designers are very concerned by this, if only by the choice of materials. Ecodesign tools and methods must also be put in place, and this is what we are doing for the industrial value chain which goes from design to distribution and beyond.