Sustainability storytelling combines information and emotion

Engaging consumers in a new narrative composed of quality and values
The Market - MU Sustainable Innovation

In just a short time, sustainability has become a dominant topic in fashion communication, increasingly orienting consumer purchasing towards brands that are more congruent with their values. This has made presenting themselves in a clear, transparent and credible fashion essential for companies that intend to valorize their social and environmental commitment. This means that to be effective, the communication must be able to combine objective, demonstrable results – such as, for example, certification and compliance with protocols ensuring the use of non-toxic chemicals – with the emotional and symbolic values that define the brand identity, the business model and a vision of sustainable consumption.