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LONDON – Italian fashion retailer Benetton is one of a dozen signatories to a new campaign calling for clearer information about the fabric composition of clothing. The campaign is calling for fashion brands to offer online shoppers the option to ‘filter by fabric’ so they can shop by fabric type.

The goal is to increase industry transparency and move away from ambiguous and potentially misleading terms such as ‘silky’ and ‘leather-like’.

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