The truth behind eco-fashion’s makeover and brands’ push towards sustainability
Fashion has always been a cultural powerhouse, shaping trends, dictating identities, and turning the ordinary into the extraordinary. But behind the glossy magazine covers and red carpet glamour, there’s a slightly less fabulous truth—fashion is also one of the most environmentally destructive industries on the planet. From sucking up obscene amounts of water to churning out mountains of textile waste, the industry has left quite the carbon footprint in its stiletto-clad wake.
But now, the tide is turning. Major brands are suddenly very keen on being ‘sustainable’—not just because it looks good in a marketing campaign but because they know the future belongs to the eco-conscious. In an era where being green isn’t just trendy but essential, companies are scrambling to clean up their act before consumers (and regulators) call them out.
So, what exactly is sustainable eco-fashion? Think of it as clothing with a conscience, made from organic and recycled materials, produced in factories where workers are treated like humans (radical, we know), and designed with the planet in mind. It’s about cutting carbon emissions, using innovative fabrics, and creating a circular economy where clothes don’t end up in landfills after a few Instagram posts.
And guess what? Consumers are leading the charge. A 2022 study found that 75% of Gen Z and 68% of Millennials would rather spend their money on sustainable brands, even if it means paying a bit more. These generations aren’t just buying clothes—they’re buying values. They’re digging into brands’ supply chains, calling out greenwashing, and demanding transparency. In short, they’re refusing to support companies that treat sustainability like a PR stunt rather than a genuine commitment.
This consumer-led revolution has sent shockwaves through the industry. Luxury fashion houses and fast-fashion giants alike are now scrambling to prove their eco-credentials. Some are making real changes, rethinking materials, and slashing emissions. Others? Well, they’re just slapping the word ‘conscious’ on a collection and hoping no one asks too many questions.
So, who’s really making an effort, and who’s just trying to ride the sustainability wave without actually paddling? Let’s take a look at the brands making (mostly) the right moves.
Why Are Consumers Pushing for Change?
Fast fashion is like that one friend who always shows up late, makes a mess, and then disappears without helping to clean up. It’s been a key player in pollution, dodgy labour practices, and using up natural resources like there’s no tomorrow. Literally.
The numbers are staggering. Fashion is responsible for about 10% of global carbon emissions—that’s more than all international flights and shipping combined. It guzzles 93 billion cubic metres of water a year (yes, billion), and textile dyeing alone is the second-biggest polluter of water on the planet. Turns out, looking good comes with a pretty hefty environmental price tag.
But wait, there’s more! Once those trendy outfits have had their five minutes of fame, most of them end up in landfill. Every year, around 92 million tonnes of textile waste are either dumped or incinerated. Why? Because fast fashion brands have convinced us we need a new wardrobe every season, leading to a culture of “wear once, toss forever.” On average, a piece of clothing is worn just seven to ten times before it’s binned. That’s like buying a coffee cup and chucking it after a couple of sips.
Thankfully, shoppers are getting wise to the fashion industry’s bad habits. Conscious consumerism is on the rise, and people are no longer just buying clothes—they’re buying into values. They’re researching brands, looking for sustainability credentials, and calling out greenwashing when they see it. Companies that pretend to be eco-friendly without doing the actual work are getting exposed faster than last season’s trends.
So, what does this mean for fashion brands? It means they either clean up their act or risk losing customers to labels that actually care about the planet. Some are making big promises, switching to sustainable materials, and cutting emissions. Others? Well, they’re slapping a few green labels on a collection and hoping no one reads the fine print.
The message from consumers is clear: we still love fashion, but we’re not willing to destroy the planet for it. The industry can either evolve or get left behind, buried under its own pile of unsold stock.
Luxury Brands Leading the Eco Revolution
Some luxury brands have been pushing for change for years, while others are only now jumping on the bandwagon. But who’s actually making a difference?
Gucci: Carbon Neutral and Fighting for Biodiversity
Gucci has taken sustainability seriously, achieving carbon neutrality across its supply chain in 2019. But offsetting emissions isn’t enough—the brand is aiming to cut its greenhouse gas emissions by 50% by 2030. This goal aligns with the Paris Agreement, making Gucci a leader in the sustainability space.
One of its major moves was launching the Off The Grid collection, which features products made from recycled, organic, and bio-based materials, including ECONYL®, a regenerated nylon made from industrial plastic and discarded fishing nets. Gucci is also investing in regenerative agriculture to restore soil health and capture carbon. And in 2018, it banned fur, proving that fashion can survive without turning animals into accessories.
Beyond fashion, Gucci is also playing Mother Nature’s best friend through the Gucci Equilibrium platform. The brand is throwing money (and serious effort) at conservation projects, sustainable farming, and biodiversity protection. Whether it’s regenerating forests or ensuring their leather doesn’t come with an unwanted side of deforestation, Gucci is committed to making sure its materials are as clean as its runway looks.
Fabindia: Crafting a Greener Future with Artisanal Roots
India’s beloved homegrown brand, Fabindia has long been ahead of the curve when it comes to ethical fashion. Long before sustainability became a buzzword, Fabindia was championing handcrafted, organic, and naturally dyed fabrics—giving traditional Indian textiles a well-deserved global stage. But beyond its aesthetic appeal, Fabindia is serious about reducing fashion’s environmental footprint.
Fabindia works with over 55,000 rural artisans, ensuring fair wages and preserving age-old weaving, dyeing, and embroidery techniques that are inherently eco-friendly. Their organic cotton and handloom collections skip the harmful chemicals and excessive water usage of mass production, while their waste-reduction initiatives focus on upcycling fabric scraps into new designs. With a firm commitment to slow fashion, Fabindia is proving that style and sustainability can be seamlessly woven together—no greenwashing required.
Stella McCartney: The Original Sustainable Fashion Queen
If there was an award for eco-warriors in fashion, Stella McCartney would have a trophy room full of them. She’s been championing sustainability since 2001, long before it was trendy. Her collections feature groundbreaking materials like Mylo™, a leather alternative made from mushroom roots, and ECONYL®, a fabric that quite literally gives new life to waste.
McCartney has a zero-deforestation policy and refuses to use leather, fur, or exotic skins. Instead, she’s making a solid case that ethical fashion can be just as luxurious. Not stopping there, she’s also experimenting with bio-fabricated silk (because why rely on worms when science can do better?) and plant-based dyes, ensuring harmful chemicals stay out of fashion’s colour palette.
Transparency is her game—she regularly publishes sustainability reports, making sure customers know exactly how their clothes are made. She’s also teamed up with resale platforms like The RealReal, encouraging circular fashion and proving that a great Stella McCartney piece deserves more than one owner.
Burberry: From Waste Scandal to Circular Fashion Leader
Ah, Burberry. Once the poster child for fashion waste (remember when they were caught burning unsold stock in 2018?), the British heritage brand has had a serious glow-up. They’ve swapped flames for fashion-forward sustainability, working towards becoming climate positive by 2040. That means not just neutralising their impact but actually giving back to the environment.
Burberry’s partnership with Vestiaire Collective has made second-hand Burberry a serious trend, while their goal of ensuring all cotton, wool, and leather comes from sustainable sources by 2025 is setting a new industry standard. And because they’re all about reinvention, they’re investing in fabric recycling technologies to turn yesterday’s fashion into tomorrow’s must-haves.
They’re even looking at biodegradable textiles—because let’s face it, no one wants their outfit to outlive them by a few hundred years in a landfill.
Prada: Tackling Plastic Waste with Re-Nylon
Prada’s Re-Nylon project is tackling one of fashion’s biggest problems—plastic pollution. Since launching in 2019, they’ve been replacing virgin nylon with regenerated nylon sourced from fishing nets, fabric scraps, and other industrial waste. It’s basically Prada’s way of turning rubbish into runway gold.
By 2025, Prada aims for every single one of their nylon products to be made from recycled materials. But they’re not stopping at fabric swaps. The brand is investing in low-impact dyeing techniques to keep water pollution at bay and cutting down energy consumption across its production facilities.
They’re also piloting a take-back programme, where customers can return worn-out Prada pieces for recycling or repurposing. Because let’s be real—if it’s Prada, it deserves a second life.
Louis Vuitton: Cutting Carbon and Rethinking Packaging
Louis Vuitton, the jewel in LVMH’s crown, is stepping up its eco-game with some serious sustainability goals. The brand has pledged to cut greenhouse gas emissions by 55% by 2030, making their carbon footprint as minimal as their luxury handbags.
They’re swapping traditional textiles for organic cotton, recycled polyester, and eco-friendly leather, proving that you don’t need to sacrifice style for sustainability. And because waste is so last season, they’ve committed to using 100% recyclable or reusable packaging by 2025—so your fancy LV box won’t have to live in a landfill forever.
But perhaps the most impressive move is their commitment to lab-grown leather and plant-based materials. They’re also rolling out water recycling initiatives across their production facilities, reducing the environmental impact of textile dyeing and leather tanning. Oh, and they’re backing reforestation projects to clean up the mess the fashion industry has made over the years.
It turns out that even luxury fashion can have a conscience. Who knew?
Greenwashing: Who’s Faking It?
Not all brands claiming to be sustainable actually are. Some launch limited “green” collections while keeping their main lines as wasteful as ever. Others use vague words like “conscious” or “eco” without publishing real data to support their claims.
So how can you tell who’s genuine? Brands that publish sustainability reports with measurable goals and third-party certifications like GOTS (Global Organic Textile Standard) or Fair Trade are far more credible. True sustainability also means fair wages and safe working conditions—something that greenwashing brands tend to overlook.
Is Sustainable Fashion Worth the Price?
One of the biggest barriers to sustainable fashion is the cost. Ethical, eco fashion clothing often comes with a higher price tag. But there’s a good reason for that.
Firstly, sustainable fashion is usually of higher quality, meaning clothes last longer and need to be replaced less often. Secondly, resale platforms like The RealReal and Vestiaire Collective make it possible to recoup some of the cost by selling pieces later. And finally, every pound spent on sustainable fashion helps push the industry towards better practices, making eco-friendly fashion more accessible in the long run.
How You Can Make a Difference
Consumers hold serious power in shaping the industry. Choosing quality over quantity, shopping second-hand, and repairing clothes instead of discarding them can make a huge impact.
Brands are being forced to change because shoppers are demanding better. Research the companies you buy from, check their sustainability credentials, and call out greenwashing when you see it. The future of the eco fashion world depends on all of us making more conscious choices.
Sustainability is the new standard. As climate regulations tighten and technology advances, brands will have no choice but to clean up their act. The rise of lab-grown leather, biodegradable fabrics, and AI-driven production will only accelerate the shift.
Fashion is evolving. The question is, which brands are leading the way, and which ones are just faking it?
Read more – Lifestyle, Weddings & Wellness
