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.

This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use that might be made of the information contained therein. 2021-1-RO01-KA220-VET-000033001

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