Milan Leads the Dialogue on Fashion’s Future: Sustainability Meets Tech Disruption

On 1 October 2025, the AIPPI Italian Group have hosted the conference “Fashion Between Sustainability and Tech Disruption”. The event position Milan once again as an international hub for reflection and debate on the evolving intersections between creativity, technology, and law.

The conference explored two key dimensions shaping the future of the fashion industry:

• Transition toward sustainable and circular production models, and
• The disruptive impact of new technologies, particularly Artificial Intelligence.

Simona Lavagnini, President of AIPPI Italian Group, Cristiano Bacchini (Milan Bar Association) and Barbara Mazzali (Regional Minister for Tourism, Fashion and Territorial Marketing) open the event moderated by Antonio Bana, member of the AIPPI Executive Committee.

Session I – Circular Economy and Sustainability

The first session focused on how fashion can redefine production cycles with the circular economy balancing creativity, business competitiveness and environmental responsibility. The first to speak was Sara Citterio, Group General Counsel of Trussardi. Citterio focused on the tensions between luxury and sustainability: while the European green communication framework is currently frozen, luxury brands are increasingly at risk of greenwashing. She questioned whether consumers are truly willing to share the costs of sustainability and whether different standards should exist between fast fashion and luxury segments. In this scenario, Michele Lo Console, professor at the University of Milan, addressed the concept of “alteration of product state”. He spoke about material and immaterial transformation on customized products and about the protection of sustainability claims, where brand reputation and free movement of goods intersect. At this point, a view of a trademark attorney was request. So, Stefano Vatti, Vice President of AIPPI Italian Group, analyzed how companies can implement defensive IP strategies with considering fashion culture and fast fashion. He discussed on the reduction of energy impact and waste and the legal practices for the protection of sustainability.

Finally, Irene Calboli, Regents Professor of Law at the Texas A&M University, reflected on the interaction between Intellectual Property and the circular economy, and proposed legal solutions that promote innovation and sustainability. She has also considered whether the creation of specific legal exceptions for upcycling is preferable to relying on existing IP defenses, such as fair use and trademark exceptions.

Session II – Disruptive Technology and Artificial Intelligence

The second session explored the digital transformation and AI in the fashion ecosystem.

Rossella Esther Cerchia, Professor of Private Law at the University of Milan, focused on global sustainability transformation suggesting clauses in international contracts, such as the once related to ESG, hardship and technologic, able to turn contracts into dynamic governance tools for absorbing market and regulatory shocks. Giovanni Giamminola, AI Advisor, discussed the importance of AI as a cognitive extension of management for market positioning and consumer choices based on transparency and performance.

Stella Padovani, Vice-President of AICIPI, illustrated how the digital era has reshaped corporate operations and client relationships underlining that human contact remains essential in a context dominated by digital interfaces and automation, emphasizing the balance between technology and personal trust. Giovannella Condò, Notary in Milano Notai, brought a legal and entrepreneurial perspective on venture capital and fashion-tech startups about innovation and sustainability.

Finally, Simona Lavagnini addressed the complex legal implications of AI in fashion, where brands increasingly act as content creators. She explored the copyright challenges linked to AI-assisted creativity and counterfeiting risks accelerated by digital technologies.

In conclusion, sustainability, creativity and digital innovation in the fashion sector are key factors that must evolve into a responsible, sustainable, tech-driven and rights-conscious industry, capable of shaping the cultural and economic future.