A digital pop-up gallery of British sustainable fashion brands will launch on online fashion store YOOX, as part of an initiative between the UK’s Department for International Trade in Italy and YOOX.

The UK Fashion for a Sustainable Future Pop-Up Gallery is a one-time project that will run from September 30 to December 31 on Yooxygen, the Yoox platform dedicated to sustainable products.

The eight sustainable British brands, which have been jointly selected by YOOX and Marina Iremonger, head of the creative, consumer and retail team of the Department for International Trade in Italy, are Alighieri, Bottletop, Finisterre, Jo Gordon, Ninety Percent, The Jacksons, Toms, and Vivienne Westwood.

The initiative aims to demonstrate how an international luxury e-commerce platform and government can collaborate to reach a global audience of young consumers and create a positive impact on their buying behaviour.

The selection process for the pop-up gallery was based on the UN sustainability criteria, also highlighted by the G20 resolution – innovation, design and manufacture to ensure product longevity, enabling repair, reuse and recycling, sustainable use of natural resources, minimizing waste and emissions, regenerating ecosystems, sustainable supply chains, and creation of sustainable and socially inclusive business models, in accordance with national priorities and policies.

The pop-up gallery is part of The Road to COP26 programme of events taking place at UK House Villa Necchi Campiglio from September 29 to October 1 and is also included in the official All4Climate Italy 2021 programme promoted by the Italian Ministry for Ecological Transition.

In a statement, British ambassador to Italy Jill Morris, said: “This initiative offers young fashion consumers examples of inclusive, sustainable, ethical labels: behind these products there are artisans and workers from a variety of countries who collaborate with British designers, demonstrating the value of UK as a platform for international collaboration.”

Image Credit: Finisterre

Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyle including sustainable and green living