In a world where fashion has long been associated with overproduction and fast consumption, a different paradigm is emerging in Argentina — fashion as responsibility, strategy, and care. One of its leading voices is Ale Gougy, founder of the brand Cosecha Vintage and инициator of AMSOAR — the Argentine Association of Sustainable Fashion.
From global runways to building an ecosystem
Cosecha Vintage is one of the country’s first sustainable brands. After participating in Miami Fashion Week and shows in Tokyo, Chicago, Paraguay, and Chile, Ale Gougy made a strategic move — in 2018, she founded AMSOAR.
“I realized that one brand is not enough. We need structure. We need a community. We need a concept,” she explains.
Today, AMSOAR unites over 120 partners from all provinces of Argentina. The organization operates on the principle of triple impact — environmental, social, and economic. The economic component is essential: sustainable fashion must also be financially viable.
AMSOAR regularly showcases designers at Argentina Fashion Week, organizes its own seasonal shows, and participates in Puro Diseño and other key industry events.
The international direction is also активно developing. Last year, eight Argentine brands were presented at Sustainable Fashion Week in Madrid. This April, the delegation returns with four brands from Argentina, and in July, Argentine designers will take part in MODMAT 26 at IFEMA — one of Madrid’s most prestigious exhibition venues.
The philosophy is simple:
“To become global, you must be strong locally.”
In March 2026, Cosecha Vintage presented the conceptual collection “Cuero versus cuero.”
Rethinking leather through responsibility
Argentina is a country with a powerful livestock industry. Ale Gougy, who grew up in a family connected to farming, decided to rethink leather as a material responsibly.
The collection is created from:
● leather waste from обувного production (in collaboration with the brand L Ramírez),
● biotextiles made from grape residues of winemaking.
The result is an innovative combination of traditional leather and “wine leather” — materials that are 100% biodegradable.
This is not just a design experiment — it is a circular economy business model.
“Our motto is ‘Fashion protects you.’ We speak about a Green Revolution. The Industrial Revolution brought progress to the world, but also pollution. Today, we are building a new revolution — a responsible one,” Ale emphasizes.
A new ethical standard for business
AMSOAR positions sustainable fashion not as a trend, but as a new ethical norm for business.
And here, the female leadership aspect is crucial:
awareness, long-term thinking, and care for future generations.
“We only protect what we love,” says Ale.
Sustainability is not about limitations. It is about value.
It is about creating products that do not destroy the future.
It is about brands with clear identity, meaning, and position.
Today, AMSOAR is more than an association.
It is a platform for a new fashion economy in Latin America.
And it is an example of how women’s leadership drives systemic change.
Author: Olena Zhukova
Photo: Cristian Troche