Sustainability in the Fashion Industry: Real Change or Just Greenwashing

Fashion these days isn’t just about looking good — it’s also wrapped up in conversations about the environment and ethical responsibility. But how real are these sustainability claims?

To begin with, sustainable fashion is a response to the fast fashion industry. At its core, it promotes ecological integrity and long-term environmental responsibility. Another important concept is ‘greenwashing,’ a practice increasingly criticized by experts.

According to a 2023 report by the European Environment Agency (EEA), the average EU citizen purchased 19 kilograms of textiles in 2022, an increase from 17 kilograms in 2019. The EU has taken several actions outlined in this report. By 2030, the EU aims to drastically reduce textile waste, promote circular economy principles, and increase transparency in the fashion industry.

In recent years, many fashion brands — from high street names to luxury houses — have made bold claims about their commitment to sustainability. Websites are filled with buzzwords like “eco-friendly,” “conscious,” and “responsibly made.” Brands like the Inditex Group — which includes Zara, Bershka, Stradivarius, and Massimo Dutti — have announced goals to reduce carbon emissions and promote the use of renewable materials through a circular economy model to be achieved by 2040, with implementation beginning in 2025.

However, critics argue that these goals often lack transparency — particularly regarding the origins of production and the conditions under which garments are made.

Photo on Unsplash by Francois Le Nguyen

In the case of fast fashion giants like the Inditex Group, the majority of production takes place in countries such as Bangladesh, Morocco, and Vietnam, where labor costs are lower and working conditions are less regulated. Although the group claims to audit its supply chain, detailed and up-to-date data about factory locations, worker conditions, and third-party suppliers are often lacking, making true accountability difficult.

For luxury brands, on the other hand, the situation is a bit more complicated. Luxury brands like Chanel, Versace, Prada, and Dior tend to take a more image-focused and less transparent approach. While they may take steps toward sustainability, they usually express these efforts in vague or carefully curated language, making it harder to assess their real impact.

Even so, some brands — for instance, Chanel — have introduced internal sustainability guidelines, though details remain limited. Chanel’s 2023 sustainability report highlights ambitious goals such as achieving net-zero carbon emissions by 2040.

As the EU pushes for stronger regulations and transparency by 2030, the fashion industry faces increasing pressure to back up sustainability claims with real action. Whether fast fashion giants and luxury brands can meet these expectations remains to be seen.

For now, consumers are encouraged to stay informed and critical, supporting brands that demonstrate genuine commitment to sustainable practices rather than those engaging in greenwashing.