Luxury Plastic


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On January 16, 2018, the EU Commission adopted the Strategy for Plastics in the Circular Economy (A European Strategy for Plastics in the Circular Economy), already announced and expected by all stakeholders, from producers to citizens and to protect the environment from plastic pollution and at the same time promote growth and innovation, thus turning a challenge into a positive program for the future of Europe.

The dual objective is to protect the environment and, at the same time, to lay the foundations for a new plastics economy, where design and production fully respect the needs of reuse, repair and recycling in which they are developed more sustainable materials.

The era in which we live is reflected in what we see on the catwalks too. But is it more absurd to see a $ 600 plastic bag on Nordstrom’s shelves or the fact that every minute we consume one million bags?

The controversy over the use of plastic in supermarkets, after the history of biodegradable bags that has raged at the beginning of the year, is really hot. But not only we italians consider the issue of plastic: in Amsterdam, inside the Ekoplaza organic supermarket, the first totally plastic-free department in the world was opened, with 680 products on offer.

There are many doubts about the initiative: plastic, however polluting, has a production cost which is lower than many of the alternatives proposed and the risk is to find the same products at increased prices. In short, better saving or better ecology? The experiment is due to involve in a short while the other 74 markets in the Dutch chain, all products will be packaged in biodegradable packaging, in glass, metal or paper.

Indeed, every year we buy hundreds of plastic bags and then throw them after just one use. But we would never do the same with the new Balenciaga, Celine or Burberry shoppers.

Also Chanel with gloves, hats, cuissardes boots and bags made of PVC with splendid examples of style and practicality. Indeed, these accessories not only characterize the look of the modern woman, but also protect it from water and other external agents.

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In 2018 fashion, the references to plastic seem to be really everywhere… Demna Gvasalia and all the other contemporary designers are working on the same concept: turning normcore into an icon and sacralizing normality.

Perhaps this is the reason why the new designers borrow the symbols of the less wealthy classes and turn them into high fashion garments. Perhaps these luxury versions of plastic accessories are mainly taken from environmentalist positions? And only secondly statements related to the mechanisms that regulate the fashion industry?

In an industry built on the idea of ​​excess and glitz, for many brands the concept of green often remains in the background. Normcore born as a result of the economic crisis seems to increasingly lead to a mix of eclectic luxury and normality. Perhaps plastic will not be a particularly valuable material, but shaped by the skilled hands of the designers will ensure a futuristic and sophisticated style for the modern woman who loves to combine aesthetic taste and functionality.


Writer: Raffaella Ungaro

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