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Last week, several brands including Zalando and Lululemon responded to accusations of greenwashing. As regulation heats up, especially in the E.U., we’ll see more brands dealing with discrepancies between their marketing and their actual practices. Don’t forget to subscribe to the Glossy Podcast for interviews with fashion industry leaders and Week in Review episodes, and the Glossy Beauty Podcast for interviews from the beauty industry. –Danny Parisi, sr. fashion reporter
More fashion brands are getting hit with greenwashing claims
It’s no secret that fashion, like many industries, is contributing to the warming of the planet. Overproduction and a reliance on fossil fuels and water-intensive manufacturing processes mean that the fashion industry’s carbon footprint is large — although not the second-largest industry after oil, as an oft-repeated factoid claims.
Fashion brands, aware of this image problem, have been adopting sustainable policies to attract climate-conscious customers, or at least adopting the language of sustainability. Last week, Zalando, one of the largest fashion retailers in the world, agreed to eliminate the use of misleading symbols on its website. An E.U. probe claimed the symbols “misled” customers into thinking the products they bought were better for the environment than they really were.
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