Biomimetic in Leather Goods: A Communication Gap Between Product, Sustainability and Processes

Green communication in fashion is experimental, merging innovation, sustainability, and storytelling. Brands use this to educate consumers on environmental impacts, adopting various expressive approaches and digital platforms for immersive experiences. Despite this potential, many brands have been slow to implement sustainability-focused campaigns. Green branding varies from minimalist, nature-inspired graphics to detailed narratives on eco-friendly materials and craftsmanship. The interplay between digital and natural aesthetics is a key area of study. Fashion media serves as a bridge between technology, products, designers, and consumers, shaping symbolic representations and legitimizing the industry. Cultural content enhances brand visibility, creating strong emotional connections and fostering loyalty. However, narrating sustainability in fashion remains a challenge due to the complexity of design and production processes. This study examines how brands integrate natural aesthetics with digital codes. Leather is central to this discussion, tanneries have made significant sustainability advances, improving resource management and securing certifications, yet their communication remains limited and underutilized. Identifying this gap, the study explores case studies from Etro, GANNI, FAEDA, and ECCO Leather, analyzing their strategies and visions. These examples provide insight into emerging communication trends. Ultimately, communication plays a vital role in defining new sustainable production methods in fashion, bridging the gap between products and processes.