Gen Z & Sustainable Fashion: IFA Paris on Sqool TV

A Youth in Search of Responsible Fashion

IFA Paris was recently featured on Sqool TV, the first television channel fully dedicated to education. Jean-Baptiste Andreani was invited to discuss the environmental challenges of fashion, specifically focusing on the consumption habits of the new generation.

As part of the partnership with the Avantex trade show, which specializes in textile innovation and fashion, a survey was conducted among IFA Paris students, revealing a strong commitment to sustainable fashion: more than one-third of respondents prefer to buy their clothes from thrift stores or second-hand platforms. “It’s both a budgetary issue and a matter of ethics and ecological commitment,” emphasizes Jean-Baptiste Andreani.

However, this responsible behavior faces some economic realities. While quality and ethics are important purchasing criteria, price remains a major constraint. Engaged brands like Veja, Marine Serre, and Patagonia inspire this generation, but their financial accessibility remains a barrier.
 

Between Fast Fashion and Sustainable Fashion: Finding a Balance

The study also reveals a contradiction: While Gen Z desires sustainable fashion, they remain influenced by fast fashion trends promoted on social media. “There is a real tension between desirability and durability,” analyzes the Director of IFA Paris. The challenge for these young consumers is therefore reconciling their values with market realities.

The study also highlights a shift in attitudes towards product longevity: 80% of the students surveyed keep their clothes for more than three years. This statistic reflects a move towards more thoughtful and sustainable consumption.
 

Shared Responsibility Between Brands and Consumers

For Jean-Baptiste Andreani, the future of sustainable fashion relies on finding a balance between consumer expectations and business practices. Brands are responsible not only for the materials they use but also for the working conditions of their employees. “Our students are very attentive to the ethics of brands and the respect of workers,” he adds.

But while consumers are evolving their practices, brands must also offer accessible and genuinely sustainable alternatives, a challenge that remains far from being met by the entire industry. In times of crisis, the first budget cuts often affect CSR initiatives. “I feel like CSR budgets are the first to be reduced today,” regrets the Director of IFA Paris.

This interview on Sqool TV sheds light on a generation torn between its eco-responsible aspirations and the reality of a market still dominated by unsustainable practices.

At IFA Paris, we are training the creators and professionals of tomorrow to address these critical issues. Join us to help shape a more responsible and innovative fashion.