In recent years, sustainability has become one of the fashion industry's most powerful selling points. Many brands now position themselves as ethical fashion brands, often branding their products as "eco-conscious collections" with "planet-first promises." However, as consumer awareness grows, so does skepticism. Are these sustainability efforts genuine, or are they simply marketing strategies designed to appeal to conscious shoppers?
Understanding the difference between real progress and performative sustainability requires a closer look at sustainable fashion claims and the role of fashion transparency.
