A sustentabilidade como um estilo de vida – através dos movimentos Fashion Revolution e a marca AHLMA

Abstract

This paper addresses the concept of sustainability in today's fashion scene, not just as a trend, but as a way of life. It analyzes the relations of fashion with sustainability and the movements that raise this flag in the process of production and consumption in the contemporary scenario. Part of the following questions. This research is based on the study of current movements, fashion Revolutios and Ahlma.cc, which was created with the objective of raising awareness about the true cost of fashion and its impact on all phases of the production and consumption process. The problem of the short life cycle of clothes is increasingly noticeable and alternatives to reduce the impact that the post consumer consumption of a clothing will bring to the environment becomes necessary, as currently tons of clothing and scraps of fabric are thrown away. It can be considered that brand and movement are contributing and working towards the awareness of a more sustainable and conscious fashion