UN issues Sustainable Fashion Communication Playbook
A new “sustainable fashion communication playbook” has been jointly published by the United Nations Environment Programme (UNEP) and the Fashion Industry Charter for Climate Action, convened by the UN’s climate change department.
The guidelines have been designed to show “the importance of shifting fashion communication to enable a sustainable and circular fashion sector”. They therefore address the need to help stakeholders make sense of the legislative landscape when making environmental claims.
Importantly, the framework features UN-approved strategies for stemming the spread of misinformation, avenues for avoiding overconsumption and other unsustainable behaviours, and encouraging consumer advocacy.
“The balance between the science of sustainability and reimagining the fashion narrative is where communicators can excel,” said UNEP communications director, Daniel Cooney.
“There is so much power in the stories fashion tells. If the sector is to meet its targets, we need its enormous marketing engine to redirect its efforts towards sustainable consumption. There is scope for huge creativity to envision and realise the world we want to live in.”
