Greenwashing in Fashion: what is it and how to spot it

“Greenwashing” defines as the marketing strategy applied by fashion brands to appear more environmentally friendly than they actually are, mainly through misleading advertising and unfounded claims, without transparency around means deployed and real impacts. 


Also known as ‘performative sustainability’, it is a widespread phenomenon across all sectors, yet in the fashion industry is on the rise. As interest in sustainability grows and consumers are more mindful, every day companies promote their eco-friendly initiatives – most often in conjunction with the release of the umpteenth “conscious” collection – aimed at presenting an environmentally responsible public image instead of truly going green. Below you will find few tips and examples to help you avoiding it.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them. 2021-1-RO01-KA220-VET-000033001

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