Serpica Naro is a notable example of radical environmentalism in the fashion industry, emerging from a collective of activists in Italy.  Today Serpica Naro organizes workshops, initiatives and conducts social research in particular around the concepts of intellectual property, subjectivity in creative industries, work and precariousness in fashion. Here are key details about its significance and actions at its first public appearance:

Origin

Launched during Milan Fashion Week in 2005, Serpica Naro was a fictional designer created by activists from the San Precario network to critique precarious working conditions in the fashion industry. The name itself is a play on "serpente" (snake) and "naro," symbolizing deception and the hidden struggles of workers.

The Catwalk Event

The Serpica Naro catwalk was staged as a protest against the exploitation of casualized workers in fashion. It featured models walking the runway in garments that highlighted issues like job insecurity and labor rights. This event garnered significant media attention, amplifying the message of precariousness in the industry.

Cultural Commentary

The event utilized irony and satire to challenge the fashion industry's norms, presenting a critical view of consumerism and labor exploitation. It aimed to raise awareness about the often-invisible labor behind fashion production, emphasizing the need for systemic change.

Collective Identity

Serpica Naro became a symbol for precarious workers, fostering a collective identity that critiques both labor practices and broader socio-economic conditions. The initiative was part of a larger movement advocating for workers' rights and sustainable practices within the fashion sector.

This creative intervention highlights how radical environmentalism can intersect with social justice movements, using art and performance to provoke thought and inspire action against unsustainable practices in fashion.