Weaving Local Values in Global Fashion : A study on Brunello Cucinelli and Fioroni

In the current historical, economic and social circumstances, the fashion industry stands at a crossroads: it is facing the imperative of reevaluating and renewing its practices and production systems to chart a course towards a more sustainable future.This thesis explores how fashion ecology and localism, as theorised by Kate Fletcher, can contribute to shaping a more sustainable future for the fashion industry.Using Brunello Cucinelli and Fioroni as case studies, this thesis combines ethnographic fieldwork with theories such as Marx's critique of capitalism and Barthes' semiotic and concept of myth.It also engages Ernst Bloch's philosophy of hope and the Not-Yet to underline future-oriented potential, alongside emerging technologies like blockchain and AI for transparency.The findings reveal how these brands weave care, community and craftsmanship into their practices, offering a model of localised production and human-centred production.Thus, this thesis argues that localism can guide fashion towards a more ethical and sustainable future.