#ReFashionNow: engaging new generations for a more sustainable and circular fashion.

The second edition of the event "#ReFashionNow: engaging new generations for a more sustainable and circular fashion" organized on May 9 by the Monitor for Circular Fashion SDA Bocconi and hosted at its headquarters in Via Sarfatti 10 has concluded. The initiative, part of Milano Civil Week, aims to connect new generations and the fashion industry, with a special focus on the issues of sustainability and circularity.

Francesca Romana Rinaldi, Director of the Monitor for Circular Fashion SDA Bocconi, emphasized the importance of this event for all stakeholders involved: "Creating a bridge between new generations and the fashion industry is crucial to raise awareness among future managers about implementing sustainable and circular strategies. The younger generations represent the driving force for change, and the event aims to channel this energy towards creating a more sustainable future. We want to inspire young people to be proactive actors in transforming the fashion industry."

The event featured participation from industry experts and representatives of prominent fashion companies such as Simon Giuliani, Global Marketing Director of Candiani Denim, and Matteo Ward, Co-founder and CEO of Wräd, as well as renowned journalists like Elisa Pervinca Bellini, Fashion News & Sustainability Editor of Vogue Italia.

Annibale D’Elia, Director of Urban Economy, Fashion, and Design at the Municipality of Milan, shared the city's approach to sustainable fashion, outlining current and future initiatives linked to Milan's Circular Economy Action Plan.

Letizia Sormani, Vice President of the student association Green Light for Business Bocconi, and Elena Faleschini, Strategic Advisor at Green Media Lab, shared perspectives and initiatives aimed at engaging and raising awareness among new generations about sustainability and circularity in fashion.

During the event, the "Ideathon: Refashioning Milan" initiative was presented, endorsed by the Municipality of Milan and part of the research project funded by the PNRR MUSA Spoke 5: on May 10th and 11th, a selection of students studying fashion and design at the Universities of Milan (Bocconi University, Polytechnic University of Milan, University of Milan, and Milano Bicocca) will present their ideas on how to transform Milan into a true capital of sustainable and circular fashion and design to a jury of companies, experts, and opinion leaders.

The #ReFashionNow event, now in its second edition, aligns with the commitment "Action 11" of the companies in the Monitor for Circular Fashion to the Textiles Transition Pathway of the European Commission: "Stimulating demand for sustainable products and engaging consumers in the green transition by launching consumption campaigns to raise awareness and reshape consumption patterns, also under the motto ReSet the Trend #ReFashionNow, as well as supporting emotional durability by designing products that people want to keep."

SDA Bocconi School of Management