Research pick: How green is your fashion? - "Green or green washing? A review paper on the current state of sustainability of fashion brands"

Climate change and sustainability issues are high on the agenda, and the fashion industry is facing increased scrutiny over its practices with regard to their environmental impact. Research in the International Journal of Sustainable Society has looked at how fast-fashion and luxury brands communicate their purported sustainability efforts. The findings reveal a sector grappling with progress and persistent shortcomings that suggests consumers need more dyed-in-the-wool greenwashing from manufacturers.

The research analysed 42 scholarly and industry papers focusing on corporate social responsibility disclosures, website content, and other public reports. Corporate social responsibility refers to the ways in which companies report their efforts to act responsibly towards the environment, society, and stakeholders. The study highlights a growing tension between brand messaging and actual environmental impact, particularly in the form of what is often called “greenwashing”. Whereas whitewashing is a metaphor for painting over problems, greenwashing refers to companies exaggerating or misrepresenting their environmental credentials and eco-friendliness of their products.

Experts argue that greenwashing is symptomatic of a larger issue and that is the absence of clear, enforceable standards defining sustainable fashion. In other sectors, such as the food industry, terms such as “organic” are strictly regulated, but in the fashion industry, claims of sustainability are not monitored nor regulated in the same way. This regulatory gap allows companies to gain reputational benefits without verifiable proof, placing the onus on consumers to check their green credentials before buying.

The IJSS paper recommends various measures that could be used to improve transparency and accountability, including obtaining third-party certifications, sharing detailed production processes, and educating consumers on the complexities of sustainable clothing. Of course, there are obstacles in that overproduction and continuous consumption underpin the fashion economy, making the notion of sustainability difficult to achieve.

It is suggested that regulatory oversight could both protect consumers and encourage systemic reform in the industry. For consumers, policymakers, and industry professionals, there is a need for critical assessment of sustainability claims and for structural reform that will help the industry achieve meaningful environmental responsibility.

Zaidi, A.A. and Gandhi, A. (2025) ‘Green or green washing? A review paper on the current state of sustainability of fashion brands’, Int. J. Sustainable Society, Vol. 17, No. 4, pp.334–354.