Genius Loci and Emerging Sustainable Fashion Strategies: Two Significant Case-Histories in Italy and Tunisia

The contemporary fashion supply chain is part of the Global Value Chains (GVCs), the organization of production, trade and investments across different countries. Then, authentic genius loci is often replaced by fluidly-applied signifiers extremely simplified. Considering the recent trends in fashion, several strategic opportunities for SMEs connected to their cultural heritage and artisanal know-how should be considered. In particular, the new value of sustainability and regenerative design in production processes. The research paper presents two significant examples from Italy and Tunisia. The first one is Prato textile district, Italy, known for its wool textile manufacture, existing since medieval times and in particular for regenerated wool processes called Cardato. Based upon this know-how, Prato SMEs offer to market fashion leaders an eco-friendly product in line with emerging sustainable trends. Today, emerging sustainable business models in the Fashion industry are increasingly evolving. In Prato, some SMEs have become part of international fashion events. Similarly, Tunisian brand Azalée reintroduced the straw weaving techniques in the contemporary fashion system. Azalée is conceived and designed based on local natural materials and culture, which is related to the craft of frond making originating from the palm leaves (called El-Jerid). This emerging brand entered the world of contemporary designers and has recently created exclusive eco-friendly baskets for l’Occitance-in-Province (The Reset collection).