Although the growth of fast fashion shows no signs of abating and brands like Zara and H&M are increasingly trying to attract the younger generation with collaborations and special capsules, Generation Z seems to be increasingly sensitive to the impact the fashion industry has on the planet. To help them make the most informed choices possible, Puma has launched #KnowYourStuff, a docu-series that addresses one of the big issues that is often the subject of great misinformation-the debate between leather and plant-based alternatives to leather.
The 7-episode series features Indian actress Aishwarya Sharma, a 2-million-follower influencer and Puma ambassador, as its host, who tackles a leather-related topic in each episode, from ethical implications to the industry's impact on the environment, from tanning to end treatments.
The idea for the project was born in response to the growing demand for more clarity from fashion companies about their production processes and the impact they have in terms of human and environmental sustainability.
