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Responsible shopping: designer Elena Denisova promotes the trend of conscious consumption

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About 1 billion tons of greenhouse gases, which steadily bring the planet closer to global climate change, are emitted into the atmosphere by textile industry enterprises. The desire of consumers to look current and stylish by constantly updating their wardrobes is profitable for mass-market, but it causes enormous damage to the environment. In this case, the statistics are strikingly disappointing figures: about 50% of purchased clothing accumulates in the closets, never waiting for its release in the world, and after a while, is sent to the dump as no longer relevant. However, the era of mega-consumption is coming to an end, and society has finally come to the understanding that ignoring this problem will lead to a global disaster. The fashionable advertising hooks millennials used to catch on to no longer work in today's fashion market. The pragmatic new generation gives preference not to cheap one-day things or insanely expensive collections of luxury brands but to quality univ...
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Sustainable fashion designer Elena Denisova is the ambassador of the fashion trend for conscious consumption

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Every year about 400 billion m2 of fabric is produced in the world, of which only 340 billion are in demand. The rest is thrown away or burnt. The same thing happens with clothing. Mass market manufacturers often use the cheapest materials for production in pursuing low-cost products. As a result - these clothes quickly lose their beautiful appearance: become covered in lint, and deteriorate after a few washings. And customers come to the store for new items. Few of them think about the fact that the decomposition process of one synthetic T-shirt takes about 40 years! Consciousness in purchasing and reasonably consuming clothing is becoming a pressing issue in today's society. Created by Elena Denisova - a sustainable fashion designer - the Helen Stracta brand provides the search for organic fabrics, recycling, and reuse processes. We tell you how a small brand can cause positive changes in people's daily lives and radically renew their buying behavior. The target audience o...
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Location: Russia
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