On Saturday, Greenpeace Italy activists challenged the fashion industry on the streets of 24 Italian cities, including Milan, Florence and Rome.

Following events held at the Fashion Weeks in New York, Milan and Paris, Greenpeace Italy volunteers distributed green gloves at the boutiques of leading brands across Italy including Prada, Dolce&Gabbana and Chanel, challenging them to create beautiful fashion free from rainforest destruction and hazardous chemicals.

Dirty Secrets?

After numerous information requests from Greenpeace over the past four months, many of these big brands are still refusing to reveal what lies behind the trendy items they produce, begging the obvious question, what do they have to hide?

With luxury houses such as Valentino making commitments to banish all hazardous chemicals and traces of deforestation from their supply chains and products, competitors including Chanel and Hermes risk falling behind. Given that social and environmental consciousness is not a passing trend but part of true and enduring style, the risk to these brands should not be underestimated.

Let’s clean up fashion!

The growing movement calling for stylish and sustainable threads doesn’t end in Italy either, as brand fans and consumers around the world continue to make their opinion heard online. Since launching last month, more than 27 000 people have joined The Fashion Duel campaign, adding their voices to more than half a million people who have joined the Detox campaign in recent months, and as the commitments from Valentino and other major retailers including Benetton, Zara and Levi’s show, these big brands do listen when enough of us combine our voices.

So have you added yours?

Join the challenge: throw down the gauntlet to the industry to demand beautiful fashion that doesn’t cost the Earth.

Esperanza Mora, The Fashion Duel campaign