Fashion, which has always been synonymous with innovation and creativity, is now faced with one of its most urgent challenges: sustainability and transparency. As of last January 1, in fact, separate collection of textiles in Europe became mandatory in all member countries, but Italy records data that are not very encouraging: just 2.7 kg of textiles collected per year per inhabitant compared to annual sales of 23 kg/inhabitant. Confirming the state of the art, 2 out of 3 Italians are not familiar with the concept of "circular fashion" even though 74% said they are interested in sustainable fashion. This is what emerges from IPSOS data presented at the webinar "From Greenwashing to Green Claims: rules and tools for transparent communication in fashion" organized by Erion Textiles - Erion System Consortium dedicated to textile companies.