When Megan Thee Stallion first told us about “HOT GIRL SUMMER”, she was referencing more than just a season; she was also undoubtedly referring to climate change. Extreme weather in recent years has spurred serious conversations about how individuals & brands can combat the crisis. The fashion industry has been at the forefront of these conversations, pioneering sustainability efforts—at least, that’s been the intention.
In the world of fashion, ‘sustainability’ was once something radical brands undertook to shake up the industry and change the trajectory of climate change, from using recycled materials to eco-friendly manufacturing. However, in recent years, the language of sustainability has been co-opted by brands in order to make themselves relevant, effectively setting off waves of ‘greenwashing’: an advertising spin that allows brands to appear sustainable without actually putting in the work. Still, consumers have taken to fighting greenwashing, even suing retail giant H&M for its false advertising around its ‘Conscious Collection’.