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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Fashion Stop Greenwashing?

Big brands are changing the way they talk about sustainability following a regulatory crackdown in Europe. But exactly how companies should be required to substantiate their eco-marketing claims remains hotly debated.
In one image, a woman in a green chiffon dress with ruffled sleeves sits in the sun, with puffy white clouds in the background. A second image shows a clothing label with the words "50% recycled cotton" on it.
After a greenwashing crackdown, H&M is no longer marketing products under its “Conscious” collection, instead offering more precise details on the attributes that reduce an item’s environmental impact. (Instagram/Shutterstock)

For the last 10 years, H&M’s “Conscious” collection has promised shoppers a more responsible choice. This month, the label was pulled from shelves and online listings.

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Further Reading

The New Rules of Sustainability Marketing

A wide-ranging crackdown on greenwashing has snared major players from H&M to the Sustainable Apparel Coalition. Now regulators have issued new guidelines for how sustainability can be marketed.

Green or Greenwashing: Who Gets to Decide?

European efforts to introduce standardised rules governing how brands back up environmental claims are fuelling a heated debate that stands to create winners and losers.

Sustainable Fashion’s Credibility Crisis

This week, the Sustainable Apparel Coalition suspended the use of its product labels, employed by companies like H&M and Amazon, as concerns over greenwashing engulfed one of the industry’s top sustainability tools.

About the author
Sarah Kent
Sarah Kent

Sarah Kent is Chief Sustainability Correspondent at The Business of Fashion. She is based in London and drives BoF's coverage of critical environmental and labour issues.

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