Georgia on the Global Stage: How the EU is Championing Zero Waste Through Fashion
Sustainability is no longer a choice—it’s a necessity. The world is facing a growing waste crisis, and industries across the globe are being urged to rethink how they create, consume, and dispose of resources. Among the most waste-intensive industries is fashion. That’s why the concept of Zero Waste—the idea that all materials can be reused, recycled, or repurposed—has taken center stage in the global conversation on sustainability.
Recognizing the urgency of this issue, the United Nations declared March 30 as International Zero Waste Day—a call to action for governments, industries, and individuals alike. Georgia has embraced this vision, and at the forefront of the country’s efforts, stands the European Union, which has been instrumental in supporting initiatives that promote sustainable practices and the circular economy.
The EU’s commitment goes beyond policies—it’s about people, creativity, and innovation. That’s why the EU-funded Quality Infrastructure for Standards (QUIS) project has partnered with Georgia’s fashion and textile sector to promote Zero Waste through sustainable fashion.
One of the most inspiring outcomes of this partnership was the recent participation of Georgian designer Giorgi Keburia in London Fashion Week—a global platform for cutting-edge, responsible fashion.
Backstage in London, there’s a quiet buzz. Team members are making final adjustments—makeup is set, outfitslined up. In the center of it all, Keburia stands calmly, perhaps a little nervous. Understandable—this is one of the world’s most prestigious fashion events. His selection by the British Fashion Council was not only a nod to his bold creativity but a recognition of his commitment to sustainable fashion.
Keburia’s collection stood out for its originality and elegance, inspired by childhood memories of playing with dolls. However, what truly elevated his work was its environmental consciousness: the use of organic and recycled materials, chemical-free fabrics, sustainable packaging, and verified eco-friendly supply chains.
These values are at the heart of what the EU promotes through its support for Georgia’s creative industries. As Mari Goguadze, Communications Manager of the QUIS project explains: “We work closely with Georgian designers to help them meet international standards. Thanks to EU support, we’re introducing innovation, quality assurance, and sustainable practices—making Georgian fashion globally competitive.”
And the results speak for themselves. At London Fashion Week, Giorgi Keburia’s designs captivated critics and audiences alike. One fashion critic described his work as “provocative and liberating,” blending Victorian-era aesthetics with modern flair.More than just a personal triumph, Keburia’s moment in the spotlight was a celebration of what’s possible when sustainability, creativity, and European partnership come together.
As Nicholas Cendrowicz, Head of Cooperation at the EU Delegation to Georgia, puts it:
“Georgia’s EU integration will mean more environmental sustainability. We are proud to support efforts that encourage Zero Waste and circular economy models across all sectors—including fashion. And helping Georgians who show that you can look great whilst minimising the damage to the planet“.
By supporting young designers like Keburia, the European Union is helping plant the seeds of a Zero Waste future—one stitch, one collection, one runway at a time.