Fashion around the world is beginning to redefine what it means to be sustainable and with Prada, the possibilities continue to arise with their collection branded ‘Re-nylon’. Being the first luxury brand to sign a sustainability linked loan (Chan, 2019) only proves how serious this venture into environmental issues and the quest for a better world future is for the likes of Prada, joining their other 32 friends in the fashion industry such as Chanel and Burberry. As the younger generation takes on the responsibility to fight in the constant battle for sustainability, Prada has made a ‘promise’ to “represent a sustainable and truly responsible practice”.
“Represent a sustainable and truly responsible practice.”
– Prada 2020
Labelling themselves with the word ‘commit’ and giving their consumers the “commitment to sustainable practice now and in the future” can send relief to those who truly care about the planet and let them know that Prada is now an ally. If they did not have the pledge to become environmentally friendly with their recycled materials, consumers might find it hard to shop with a brand that ultimately doesn’t care about the sustainability of its own home. Without a sustainable planet there is no sustainable brand. This is also not something they are as a publicity stunt in order to make money as the chairman of Prada, Lorenzo Bertelli said “sustainability cannot be simply a marketing tool” (Mazzi, 2019) and if Prada doesn’t deliver on it’s promises to its consumers, it is safe to assume that it wouldn’t just be the world that was impacted negatively. Since it is the first of the bigger brands to sign a sustainability linked loan this means that Prada could suffer financially if it does not obtain its green target. Just proving to the customers of Prada that they are serious about their statement on their ‘ultimate goal’ that is to “convert all Prada virgin nylon into RE-nylon by the end of 2021” (Bertelli, 2020). The clarity that this brings consumers will make them more likely to continue buying from Prada and will spread the word that they are sustainable.
