Arizona Muse Is Connecting With the Earth—And Putting Down Roots—in Ibiza – NewsEverything Fashion

For fashion and beauty brands, creating environmentally friendly products through responsible production processes has become an urgent mission, and a necessary response to the current climate situation. But there is a fine line between real commitment and pure marketing strategy, which Muse acknowledges. “As a population we are under-educated about what the Earth needs, so it’s very easy for companies and governments to engage in greenwashing,” she warns. Her experience in the fashion sphere and her training in the field of sustainability have helped her identify the authenticity of campaigns. For her, the key is to differentiate ambitions from facts. “When a brand tells you what they want to do in the future and how amazing that project is, there’s probably greenwashing. I always think, ‘Tell me about something you’ve already done. If you’ve already done it, you’re telling me about it and it’s beneficial, I applaud you.’ When it’s just an ambition, that’s the germ of greenwashing.”

It’s obvious how passionate Muse is about caring for the environment when you hear her talk about it and see her relate to the environment at Terra Masia. Her conviction is contagious. “My life has changed incredibly and I will never go back. It’s not a trend, it’s something I feel deep inside. Information and knowledge are things you build, and they help you grow as a person as well.” Muse sends a message that, sooner or later, we should all be participating in this building of information and activism, although she is fully aware that many actions require a situation of privilege. “If you don’t have the money to buy the sustainable version of any product, don’t feel guilty. It’s really a government problem. What we need is a system change,” she notes, while encouraging those who do have a choice to invest in sustainable projects that advocate transparency: “Think of them as good people doing good things and trying to support the communities around them.”

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