Fast Fashion is Out, Matteo Ward is In: A Review of “Fuori Moda”
Matteo Ward, co-founder of the brand WRAD and a leading voice in sustainable fashion, is known for challenging industry norms with his innovative and ethical approach. With a background in fashion design, he began his career as a manager for a renowned American casualwear brand, where he gained firsthand insight into the industry's operations. Over time, Ward transitioned into a prominent advocate for systemic change within the fashion world.
An active member of Fashion Revolution, Ward frequently participates in EU Commission fashion roundtables and has been dedicated to organizing conferences in schools and universities for many years. His goal is to inform and inspire younger generations about the environmental and ethical issues plaguing the fashion industry. Ward's commitment to sustainability is shared with a network of like-minded professionals, many of whom are referenced in his book, including Marina Spadafora, Sara Sozzani Maino, and Aka Karkosian.
In 2020, we had the privilege of interviewing Ward (see here), where he shared his vision for a more sustainable future. In his book "Fuori Moda" (DeAgostini, 2024), Ward delivers a compelling critique and a powerful call to action, addressing the deep-rooted sustainability and ethical challenges that define contemporary fashion. His outspoken advocacy and innovative approaches shine throughout the book, blending urgency with a sense of optimism that inspires change.
At its core, "Fuori Moda" delves into the environmental and social consequences of fast fashion, shedding light on the stark realities behind the glamour. From the heartbreaking visit to Accra, Ghana, to his experience at Abercrombie & Fitch - both byproducts of modern colonialism - Ward skillfully weaves personal anecdotes with well-researched data, offering a narrative that is both informative and deeply human.
One of the standout sections of the book addresses the concept of "degrowth" – a provocative idea suggesting that true sustainability can only be achieved by producing and consuming less and better quality. In a pungent parallelism, Ward compares the food consumption with fashion: the same care and attention we pose in the origin, nutrients and quantity of foods we ingest, we should give to what we wear too.
While Ward's arguments are refreshing and compelling, more granular solutions on the issue could further enhance the book's practical impact, offering industry professionals additional tools to drive change. As Ward does not shy away from holding even luxury fashion houses accountable for their environmental footprint. Additionally, smaller brands navigating limited resources might benefit from a more gradual approach to the transformative ideas Ward advocates.
Nevertheless, Ward's vision is clear: the fashion industry must transition from being a driver of overconsumption to a catalyst for positive change. He advocates for embedding design thinking with social justice, positioning sustainability as not just a moral obligation but a creative frontier. By drawing parallels between artistry and advocacy, Ward underscores the potential for designers to influence systemic transformation. "Fuori Moda" acts as both a manifesto and a mirror, laying bare the difficult truths the industry must address. It urges readers – from designers to executives, emerging talent and consumers – to reconsider their influence and embrace the intersection of creativity and responsibility as a catalyst for progress.
Ultimately, "Fuori Moda" is a valuable contribution to the growing discourse on sustainable fashion. While it may not provide all the answers, it succeeds in igniting critical conversations that are essential for the industry's future. For professionals seeking to deepen their understanding of sustainability, Ward's book offers a thought-provoking, bold and necessary read.
