sustainability / Greenwashing

This year offered up a jarring reality check for players seeking to improve the industry’s environmental and social impact, with brands deprioritising sustainability efforts even as the risks of inaction have become more apparent.

A fragmented fashion industry needs to cooperate in order to avoid falling further behind on decarbonisation efforts, according to the BoF-McKinsey State of Fashion 2025.

Financial and political volatility are having a chilling effect on the industry’s environmental efforts. But failure to act now will bring bigger risks in the future, writes Kenneth P. Pucker.

Aspirational environmental goals are colliding with the realities of a volatile market, incoming regulation and shifting politics, threatening fragile progress at a critical time.

Amid growing disillusionment with luxury brands, a series of Italian investigations linking major players like Dior and Armani to sweatshop labour is putting new pressure on the sector's most powerful asset: brand image.

Brands from Pandora to Prada have pledged to only use gold that’s ‘recycled,’ pitching the decision as ethically and environmentally sound. But what counts as ‘recycled gold’ is a matter of a vigorous industry debate that burst into the open this week.

Overconsumption and fast fashion have become easy targets for brands flexing their climate-friendly attributes. Consumers may agree with the message — but take issue with a self-righteous tone.

Over the last few years, the run-up to Earth Day has become a marketing frenzy. But a crackdown on greenwashing may be changing the way brands approach their communications strategies.