ABSTRACT
Ethics and moral values are more topical and form the basis of the behaviour of individuals and the institutions within which they act. If the ethical dimension, and related social and environmental responsibilities, can create a new model to balance multiple economic and non-economic interests connected to the company, this point of view assumes an even stronger meaning for fashion companies and especially those in Italy. For companies in the fashion industry in particular, an important opportunity to regain the confidence of consumers is presenting itself: to restore their value systems and business models by making quality and product innovation the central focus once more. The responsible company's integration of ethics and aesthetics needs to be continually reaffirmed all along the value chain: the principal opportunities include work on product traceability, and on providing the end-consumer with an emotional narrative in response to the increasing desire for guarantees and information about a given product's history.
