«Future of Fashion» reclaims fashion as an example of sustainable transformation for other industries

The event, organized by the Design Foundation of the Region of Valencia, concluded València Design Fest with a program that brought together professionals, brands, media, and content creators to reflect on the challenges and opportunities of sustainable fashion.


The fourth edition of «Future of Fashion» arrived at a time when sustainability seemed to be losing priority on the fashion agenda, threatened by the global geopolitical and socioeconomic context. However, the international meeting on sustainable fashion, industry, and design held last October 16 proved that sustainability is no longer a trend but a necessary commitment from the industry — one that its key players are willing to drive forward. La Harinera, home to València Innovation Capital, witnessed a sold-out event that undoubtedly marks “a milestone of consolidation for the project”, with full capacity and tickets sold out.

València once again hosted this event, where, true to its motto, ideas were turned into action. This time, Valencian professional Mayte de la Iglesia set the pace of the gathering as master of ceremonies. A renowned model, stylist, and communicator, the Alzira-born creative was a pioneer in the digital field — one of the first fashion bloggers more than fifteen years ago — and has since evolved into brand consulting, styling, and collection design. Her extensive professional background gives her a 360º perspective of the industry, which she shared during her opening remarks.

Mayte de la Iglesia highlighted that fashion has always reflected — and even anticipated — its time, and emphasized that the sector is currently at a turning point. Consumers are demanding transparency in every process, while the legislative landscape has become the framework setting the rules that companies must follow to meet sustainability goals. “Technology is here to provide solutions, although it’s not yet widespread enough to deliver visible results,” she stated in her opening speech. She also pointed out that the global economic and geopolitical context could push sustainability into the background within the industry and stressed the management challenges faced by fashion projects, where creativity and business intersect. In her view, “changing the world” can begin as an individual action with a global impact.

The curator of Future of Fashion, Patricia Moreno, opened the event by drawing attention to data revealing a downward trend in “climate enthusiasts” among younger generations. She emphasized that fashion needs spaces like Future of Fashion to “rethink itself.” Over the past decade, the state of sustainable fashion has evolved amid shifting policies, ideological polarization, and diverse economic pressures. Aware of this complexity, the day began with an inaugural dialogue aimed at contextualizing the sector’s current landscape and highlighting the major challenges sustainability in fashion faces today.

Sònia Flotats, director of Move! Moda en Movimiento (an initiative promoted by Modaes), and Ona Bascuñán, a corporate communications expert who for years worked at H&M in sustainability, diversity, and inclusion, discussed “Status 2025: Sustainable Fashion Under Review.” Flotats explained the current situation of companies following the European Union’s regulatory demands and the subsequent backlash after institutions suggested that, in a globally competitive context, doing things “too well” could reduce Europe’s competitiveness. In this scenario, she warned, the message that sustainability might become a brake rather than a driver of transformation “has overwhelmed companies with investment pressures and led to discouragement.” Flotats also shared the sentiment among many executives: “When Europe passes these regulations, I’ll start working on them — for now, I’m busy enough just paying salaries at the end of the month.”

Sustainability is an issue that affects all companies and, despite their differences, “should be implemented with regulatory fairness,” Flotats noted. However, she acknowledged that large corporations operate like “ocean liners,” where any change is slow and costly, while many small and medium-sized businesses simply cannot afford it. That’s why founders of such companies — invited as speakers — agreed that sustainability must be an intrinsic value, part of the brand’s DNA, and not just a compliance or marketing strategy.

Sònia Flotats highlighted that Spain has taken significant steps with a draft Royal Decree establishing specific obligations for companies, such as creating second-hand sections and implementing fees based on the eco-design level of each garment: “The better a garment is designed, the less a company will pay.” The expert added that traceability will be key: “Knowing and communicating the origin of what we produce will be crucial to meeting the future digital product passport requirements.” In this respect, sustainability is both a legal obligation and an opportunity to enhance competitiveness, especially amid rising raw material costs and global crises. As a conclusion to her talk, she called on other industries to scrutinize themselves and demand as much of themselves as fashion does.

Faustine Steinmetz, fashion designer, collaborator with Balenciaga and Diesel, and founder of her eponymous label, offered a critical perspective on the real impacts of the current model in her talk, “Slow Fashion Meets Denim.” She highlighted the massive overproduction and short lifespan of garments: “Between 80 and 150 billion garments are produced each year, and 10–40% of them are never sold. Many are worn only 7–10 times, and just 1% of used clothing is recycled.” The designer explained that much of this clothing ends up in second-hand markets in countries like Ghana, where many items are unsellable or polluting. She also warned about the loss of artisanal skills, which reduces repair capacity and increases waste. Steinmetz showcased some of her work, where major companies like Diesel and Balenciaga, in its Haute Couture division, have relied on her craftsmanship. She also emphasized the importance of time in a fast-paced world dominated by throwaway consumption.

During the panel discussion, moderator Rocio Alonso from Fashion Network emphasized that sustainability does not depend solely on companies: “At the end of the day, consumers are the ones making purchases. It’s crucial to educate and convince them to adopt more sustainable consumption habits.” Under the title “Grow, but moderately?”, Coral Adrados, Sustainability Manager at Blue Banana —a recently certified B Corp™ brand and a key influence among Gen Z—; Pepe Barguñó, creative director and co-founder of Thinking Mu, a leader in responsible design with an active expansion plan across Spain; Barb Bruno, founder and creative director of Tinycottons, a success story in the children’s fashion sector; and Tania Pardo, head of Jimenas, an accessories brand embodying and championing slow, artisanal fashion, discussed how sustainability is a comprehensive commitment combining regulation, eco-design, traceability, product quality, brand purpose, and consumer education.

For these companies, the key is to operate based on these principles and avoid distractions from superficial strategies. Coral Adrados explained that educating and inspiring their community is the goal of their messaging — showing the brand’s direction and motivating others to join — rather than merely serving as a commercial strategy. Tania Pardo reinforced the idea that brand values must guide every decision: “This idea stays with me from the moment I wake up until I go to bed. If the business loses focus and drifts away from its principles, it will lose its purpose. Sustainability is not a strategy — it’s the way I live my business.”

Adrados advised aspiring entrepreneurs that “it’s not necessary to produce more products, but rather to deeply understand the value chain and be aware of the impact of every decision.” For her part, Barb Bruno argued that the main goal is to create products that last and hold real value for consumers, while Adrados reiterated that producing more is not the solution — knowing the value chain and the impact of each choice is. According to Barguñó, “authenticity and radicality” are essential, as well as moving toward a holistic, regenerative vision — not just in the fashion sector.

The importance of having a sustainable “gene” was the focus of a talk by Horacio González-Alemán, co-founder of Gospel Estudios, alongside footballer Héctor Bellerín, titled “Ethics in the DNA of a New Brand”: “When someone decides to buy one of our garments, we invite them to reflect for 30 seconds on whether they truly need it. We don’t want our audience to be impulsive shoppers — we want them to be convinced that this design can accompany them for years.” González-Alemán reflected on growth and the accumulation of clothing: “I don’t want a few people to own a lot of my clothes. I want many people to own one garment and to think before they buy.”

In a sector traditionally shaped by consumerism, there was also criticism of the system’s “hypocrisy and contradictions.” González-Alemán framed consumption as a political and responsible act, challenging the tendency to decentralize blame from consumers: “Buying is our responsibility because, as consumers, we have a huge impact. Where you put your money is where you place your intention and energy.” As an entrepreneur, he advocated for patience and learning: “Use limitations to your advantage, trust the process — it’s never too late to change.”

The voices of fashion that gathered at the fourth edition of Future of Fashion concluded that only by integrating sustainability into its very foundations can fashion transform into a sector that creates a positive impact, builds trust, and becomes a benchmark for other industries. This reflection culminated in the closing dialogue that takes place each year under the title “What I learned as a changemaker in fashion.”

Ane Guerra, journalist, university professor, and radio host who currently leads the podcast Women at Work by Hey Studio, conducted a live interview with Hayett Belarbi McCarthy, a model of Algerian and Irish-London heritage who, after walking for Louis Vuitton, Hermès, and Givenchy, and starring in campaigns for Burberry, Chloé, and Gucci, has shifted her career towards visual art and cooking as an act of cultural memory.

Hayett Belarbi approached sustainability from a personal and artistic perspective, highlighting the importance of rethinking consumption: “I like to do a bit of research behind everything I do, but I’m not driven by success; I live in a more primal way, considering what I truly need and what I don’t.” The designer and creator warned about the social pressure to become an entrepreneur and “be your own boss,” which can lead to a loss of collaboration and excessive consumption: “Everyone wants to start their own brand or launch their own project — and that’s fine — but unfortunately, you can’t have it all.”

Belarbi insists that sustainability is not limited to the material; it is a way of life and a conscious act embedded in daily decision-making. She highlighted the importance of conversation and “constructive confrontation” as tools for change: “I have drastically changed my opinions thanks to conversation. It works. Absolutely, talking and making people think works.”

She also criticized the social pressure of a system that constantly encourages buying more: “Sustainability is about using your voice, questioning habits, and taking individual responsibility for your decisions — not just about corporate strategies or marketing campaigns,” the international model concluded. This message reinforces the idea emphasized throughout the forum and introduced by Patricia Moreno: “Ethics and aesthetics must always go hand in hand.” The journalist specializing in fashion and culture, communication strategy, and advertising copywriting, and a professor, served as curator of this international sustainable fashion event for the third time, after relaunching and consolidating the legacy project from the official program of València World Design Capital, organized by the Design Foundation of the Region of Valencia.

“The fourth edition of Future of Fashion took place at a critical moment, when sustainability —and with it, climate and social justice— must reaffirm itself as a priority in the face of the reactionary wave sweeping through the economy, politics, and global thinking. This forum has once again shown why fashion still needs spaces like this to rethink itself: everyone who took part —from the organizing team to the speakers, as well as the media and content creators— left with the drive to embrace radical hope, a concept introduced in the Final Dialogue, to remain steadfast in our commitment as enthusiasts of fashion, climate, and, ultimately, the inseparable union of aesthetics and ethics.” — Patricia Moreno, curator of «Future of Fashion».

In parallel with the conference program, «Future of Fashion» incorporated for the first time a satellite activity: the Pitch Clinic, led by Javier Fernández Poyo, author of The Innovation Manifesto and former Director of Innovation at Desigual. Following an open call for sustainable fashion projects, five startups or ventures benefited from personalized mentoring with the expert, who reviewed their pitches and helped them strengthen their value proposition. This initiative was supported by València Innovation Capital, represented by Mar Prieto, Entrepreneurship Officer at València Innovation Ecosystem, who took part in the mentoring sessions. Additionally, the director of the Design Foundation was present to advise on the transversal role of design in the five projects presented.

Javier Fernández noted that the international event, “in addition to traditional brands and suppliers, gives visibility to often overlooked actors, such as academia, universities, and students, who played a strong role in this edition.” The innovation expert highlighted the space dedicated to entrepreneurs, “who are the ones truly building the future of fashion.” “In that sense, initiatives like the Pitch Clinic and expert mentoring provide experience, knowledge, and lessons learned, helping these entrepreneurs validate their products and proposals in a real industry environment, alongside brands and suppliers,” he explained.

The five startups selected through the open call for sustainable fashion projects were: Sekond Flow, Pasaly, Coba Complements, eWear, and Kai Clothes. After the Pitch Clinic, Fernández Poyo emphasized the importance of humility and active listening: “Entrepreneurs put themselves out there, present their projects, and accept criticism of their business models, operations, or pricing strategies. This demonstrates their willingness to learn and continuously improve — a fundamental value for any project that aspires to grow sustainably and responsibly.”

“For me, Future of Fashion is currently the most comprehensive fashion event on the national scene, because it covers the entire industry value chain and addresses key topics that are often absent from other events. The focus and foundation of the gathering are sustainability and innovation, which drive a future-oriented vision of the industry and help anticipate where it is headed.” — Javier Fernández Poyo, Pitch Clinic mentor.

The fourth edition of Future of Fashion concludes that fashion can transform into a sector that generates positive impact, builds trust, and becomes a benchmark for other industries by balancing economic growth with sustainability and social responsibility principles — ensuring that the pressure to expand does not compromise companies’ core values.

At the event’s opening, Xavi Calvo paid tribute to the recently deceased ethologist and activist Jane Goodall, recalling her final public words — spoken at the World Design Congress, which he witnessed:

“I believe we have a window of time in which, if we come together and take action, we can begin to change things — to reinvent a world where we live in harmony with nature rather than destroying it. And design is a powerful tool to help create that world. Because design influences the clothes we wear, the homes we live in, and the systems we rely on.

And now we are seeing extraordinary progress in regenerative fashion that supports a more sustainable world, with exciting new materials in development and new efforts to recycle, reduce waste, and decrease the demand for natural resources. This is truly a reason for hope.

Designers have a great responsibility to future generations, because you are shaping the future from its very beginning — at the drawing board. I’ve been told that 80% of a product’s environmental impact is determined during the design phase. That gives you immense power to do good… and an enormous responsibility. I urge you to learn from nature. Let Mother Nature be your co-designer. She wastes nothing. She balances every system. She creates beauty with purpose.”

About València Design Fest

This year, Future of Fashion also played a very special role as the grand finale of València Design Fest 2025 — the festival also organized by the Design Foundation, which for more than a month filled every corner of València with creativity, design, architecture, craftsmanship, gastronomy, innovation, and reflection. The festival showcased València’s creative “effervescence” with a program that started with 60 scheduled activities and ultimately surpassed 70 over the course of six weeks.

“In València, there is an ecosystem that the Design Foundation continues to activate — one that is more alive than ever and even grows with a life of its own. It connects and proves that design is much more than an aesthetic discipline: it’s a way of understanding and transforming the world. València Design Fest has shown that design must be accessible, must move us, surprise us, and inspire us… while also championing beauty and the experiential, humanist, and deeply human dimension — because design exists to make people’s lives better.” — Xavi Calvo, Director of the Design Foundation of the Region of Valencia

This ecosystem is supported by innovation data from the Report on Tech and Innovative Companies in the Region of Valencia, as highlighted by David Rosa, Director of València Innovation Capital, during the event’s opening remarks:

“Since the start of World Design Capital and the emergence of this creative, diverse, and sustainable València, there are now more than 500 technology and innovation companies in the city, generating over 3,800 jobs with a combined turnover of €550 million, according to a 2025 regional report on tech and innovative companies.”

From the València City Council, the city joins this new edition of «Future of Fashion», reaffirming its commitment to sustainability — not only in the urban and environmental spheres but also in key sectors such as fashion and design. Recognized for years for its innovation strategy and sustainability policies, the city hosted this event at La Harinera, the headquarters of València Innovation Capital, consolidating itself as a key hub for green transformation and innovation initiatives. València — recognized as a UNESCO City of Design, World Design Capital in 2022, and European Green Capital in 2024 — continues to lead the way toward a greener, more inclusive, and more sustainable future, driving change through creativity and respect for the environment.

«Future of Fashion» is the international meeting on fashion and sustainability focused on industry and startups, organized by the Design Foundation of the Region of Valencia as part of València Design Fest 2025. This year, it was supported by the Valencia City Council through València Innovation Capital and by the Regional Ministry of Innovation, Industry, Trade and Tourism of the Generalitat Valenciana.