InsideOut by C.L.A.S.S. launches “Trust is the new luxury” fashion campaign

On 25 November 2025, at BASE Milan, C.L.A.S.S. introduced InsideOut by C.L.A.S.S. – Trust is the new luxury, a social campaign designed to promote measurable values and authentic quality in fashion. The initiative addresses evolving consumer expectations and ongoing changes in the fashion market.

The InsideOut by C.L.A.S.S. campaign was developed to increase awareness and encourage a fashion culture based on transparency, traceability, ethics, and social and environmental responsibility. It focuses on elements that are not immediately visible but define product quality, including links with local territories, technical know-how, and accountability throughout the supply chain.

“Today, trust is the new luxury. Only knowledge and transparency can restore real value to fashion, making it a tool of responsibility and beauty,” underlines Giusy Bettoni, CEO and Founder of C.L.A.S.S. and creator of the campaign.

The project is structured around the InsideOut Decalogue of Values, represented through ten icons. The values are Ethics, Social Initiatives, Traceability and Transparency, Environment, Health, Circular Economy, Design, Ingredients, Production, and Dyeing and Finishing. Together, they form a framework combining aesthetics and performance with responsibility and measurability. The icons were created by artist Gianluca Cannizzo, while the visual campaign was developed by the agency Cultur-e.

A group of Ambassadors from industry, academia, and sustainability supports the ten values: Dario Casalini, Diana de Marsanich, Ermete Realacci, Giovanni Maria Conti, Isabella Goldmann, Ermanno Rondi, Mariasole Bianco, Martina Rogato, and Mario Bonaccorso.

The campaign was officially launched on 25 November in the presence of speakers, patrons, and an audience. In January, Camera Showroom Milano confirmed its patronage and formalised a partnership with InsideOut by C.L.A.S.S., ensuring the campaign’s participation in four events in 2026 under the format CSM MEETS SUSTAINABILITY. The first event was held on 18 January at Chiostri di San Barnaba during Milan Men’s Fashion Week, and the next is scheduled for 26 February at the same venue during Milan Women’s Fashion Week. The campaign was also presented at the 65th edition of FILO through an exhibition and a panel focused on supply chain values and traceability.

Mauro Galligari, Communication Director of Camera Showroom Milano, said:
“In the 2026 editions, CSM Camera Showroom Milano is proud to announce that it will have C.L.A.S.S. as the main partner of its event CSM MEETS SUSTAINABILITY, with the project InsideOut by C.L.A.S.S. – Trust is the new luxury. This partnership demonstrates how important the synergy between two major entities is in conveying the message of eco-sustainability. During the upcoming CSM MEETS SUSTAINABILITY events, the InsideOut by C.L.A.S.S. campaign will be showcased, aiming to raise awareness among the final buyer by educating them to pay greater attention to wardrobe choices. The presence of C.L.A.S.S. during Camera Showroom Milano events held during the Milan fashion weeks represents an important opportunity to spread this message.”

In the coming months, the campaign is set to expand from Italy through collaborations involving patrons, Ambassadors, and international organisations. Planned activities include dissemination of the InsideOut Value System at events and information sessions, presentation of the Decalogue in other Italian and international cities, development of tailor-made projects with strategic partners, and a structured adhesion campaign starting in the second half of the year to involve citizens, companies, and institutions.

Between November 2025 and January 2026, InsideOut was supported by a digital campaign on Meta aimed at promoting the ten values and increasing awareness of responsible fashion. The initiative reached 3.36 million users and generated 6.54 million impressions across Instagram and Facebook. Analytical data were produced for each of the ten values.

The campaign forms part of a wider strategy focused on consumer awareness of transparency, ethics, traceability, and sustainability; recognition of companies integrating measurable values into production models; coordinated communication across the supply chain; development of editorial and educational content; and the use of data, reports, and certifications to substantiate declared values.