Fast-food and fast fashion are two of the most important concerns questioning our origins and ethical evolution. We can no longer ignore the environmental effects these two habits can cause as we move ahead in the future. Giant Brand Prada has taken the hint of environmental issues and its impact on the planet. As a result, they have pledged to recycle the plastic and convert the brand’s DNA into a sustainably driven business. Accelerated in the second half of 2021, their sales are climbing up 41% and 3.36 billion euros compared to 2020. Prada group has now appointed two new independent non-executive directors, Pamela Culpepper and Anna Maria Rugarli, for their skilled professional background in environmental, human resources and governance. This is a step to reinforce the luxury group’s commitment to sustainability, setting the highest benchmark of success by greenwashing it in the true sense. We can also witness the budget fashion retailer's most leading company, Primark joining the race of e- commerce by launching their online website in two months. Along with currently selling dupe of £70 designer slippers for just £4, they are similarly including many other products. This proves to be adding more fuel to the fire of unethically strategized production and its practices which might get the low budget bank consumerism tempted to indulge in cheaply available luxury.
From clothing to accessories, the budget fashion retailers like H&M and PRIMARK are well known amongst shoppers for producing some high quality dupes. They seem to be winning the race due to fast fashion consumerism. Fashion is increasingly turning its gaze towards legislation, organic substitutes and restricted substances. Most of the luxury brands are turning to be fur free and joining the long line-tail focusing on environmental and human rights in the face of lacking regulation. Around the world there is an evolution taking place where fashion leaders are concerned with greenwashing and transparency throughout their production supply to stand up in support of saving the environment. There are fast fashion trends which are still taking a hike by tagging their products with unrealistically low pricing.
