The World Sustainability Organization returns to centre stage during the days of Milan Fashion Week with a collective runway show featuring 13 carefully selected brands, ready to unveil their new Spring/Summer 2026 collections.
The event will take place on Thursday, 25 September at 5 pm at the Istituto dei Ciechi in Milan, a symbolic venue that will host this important occasion dedicated to sustainable fashion.
The show is held under the banner of the Friend of the Earth certification, an international programme that sets rigorous sustainability standards for the fashion industry. This certification ensures transparency and accountability across the entire supply chain, promoting environmentally responsible practices. Through Friend of the Earth, the WSO is committed to guiding the industry towards a more conscious future, collaborating with brands that share values of sustainability and innovation.
One of the featured brands in the 4th edition of «Beyond the Claim Sustainable Fashion Show» is Ana de Jour.
Ana de Jour’s participation in the show is supported by Texbrasil — the Brazilian Textile and Fashion Industry Internationalization Program — the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and ApexBrasil (Brazilian Trade and Investment Promotion Agency).
Ana de Jour was founded in 2015 by fashion designer and former advertising professional Ana Paula Lopes de Figueiredo, who created a brand with a strong, distinctive identity rooted in clear values and purpose.
The label focuses on essence rather than fleeting trends, offering timeless designs that celebrate femininity, elegance, and classic style, all enhanced with a contemporary sense of fluidity and lightness. For this reason, Ana de Jour maintains a permanent archive of garments rather than releasing seasonal collections.
Every dress tells a story: each creation is inspired by real women who have left a mark on the designer’s life, often born from suggestions and ideas shared with clients and friends. Handcrafted details and finishes give every piece its own unique and unrepeatable character.
Ana de Jour produces garments designed to last a lifetime. Beyond the timelessness of its designs, the careful selection of high-quality raw materials and artisanal craftsmanship ensures an international standard of excellence.
Sustainability runs through every stage of production: from the use of natural fibres sourced from certified suppliers, to repurposing fabric offcuts, small-scale manufacturing, and respecting the time and work of every collaborator involved.
The collection features collaborations with brands Virgínia Barros, Rose Benedetti and Lize Perdizes.
About ApexBrasil:
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors of the Brazilian economy.
In order to achieve its goals, ApexBrasil carries out several trade promotion initiatives aimed at promoting Brazilian products and services abroad, such as prospective and trade missions, business rounds, support to the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, among other business platforms that also aim at strengthening the Brazil brand.
The Agency also acts in a coordinated way with public and private players to attract foreign direct investment (FDI) to Brazil with a focus on strategic sectors for the development of the competitiveness of Brazilian companies and the country.
