In 2022, the global fashion industry had a significant environmental footprint, contributing 8–10 per cent of global carbon emissions and consuming vast amounts of water and raw materials. The sector’s heavy reliance on fast fashion, which was characterized by rapid production cycles and short-lived trends, had intensified environmental concerns. Additionally, dyeing and finishing processes released toxic chemicals into water bodies, while textile waste continued to clog landfills. A key barrier to ethical consumption was trust. Consumers increasingly doubted the credibility of sustainability claims due to what was known as “greenwashing”—the practice of misleading environmental marketing. Many brands capitalized on vague unverifiable claims such as “eco-friendly” or “green” without third-party validation. How could fashion brands at any level of the market develop credible communication strategies to highlight their sustainability efforts, without having to engage in the practice of greenwashing?
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