#19 – The EU's Green Claims Directive | Lavinia Muth (studio MM04)

Show notes

What does it really mean when a garment is marketed as sustainable? Green is the buzz-color in fashion, but until now, brands have been left to their own devices in how to communicate the impact of their products. Starting with the EU’s Green New Deal, a wave of sustainability legislation is passing, touching on everything from circularity, to product passports, to due diligence, and – our focus for this episode – green claims. Now is the time to get up to speed as we enter a new era of laws that govern how we can or cannot market sustainability.

In this episode, Magdalena Schaffrin invites long term collaborator Lavinia Muth to the studio, to break down this complex new legal framework into bite-size pieces. They discuss not only the current status of legal requirements, but how fashion industry stakeholders can work within them to amplify their positive social and environmental impact. Lavinia is a business economist, specializing in fashion and sustainability, with years of diverse experience in the industry. On behalf of studio MM04, she co-hosted the workshop “How to avoid greenwashing – now, and in the future” at the January 2023 edition of 202030 – The Berlin Fashion Summit with Ingo Strube of the BMUV.

Join Lavinia once more on July 12, 2023 at Premium and SEEK, where she will host the next iteration of the studio MM04 workshop on the Green Claims Directive. Register for the workshop, as well as for 202030 – The Berlin Fashion Summit: Denim Pop-up and Community Gathering at https://202030summit.com/tickets.

Learn more about Lavinia Muth’s work: https://www.laviniamuth.com/ Learn more about the EU Textile Strategy: https://environment.ec.europa.eu/strategy/textiles-strategy_en Work with studio MM04, producers of this podcast: https://studiomm04.com/

For more information about 202030 – The Berlin Fashion Summit, including updates about our next edition, visit https://202030summit.com/, and follow us on social media @202030summit.

202030 – The Berlin Fashion Summit is organized by studio MM04, in cooperation with the Beneficial Design Institute. It is funded by the Senate Department for Economics, Energy and Public Enterprises and would like to warmly thank its partners of Edition #6: Premium Group and Berlin Fashion Week.