I bet recently some of you have been hearing the term “Greenwashing” quite often and perhaps were wondering what it is and how it relates to the way we shop. To put it simply, “Greenwashing” is conveying false or misleading information on a brand’s efforts - no one is perfect, all we can do is try - to become more sustainable.
To further clarify this concept, we will use one of the most famous fast fashion brands as an example.
A short while ago, I was contacted by a fashion influencer who considers herself a “sustainable fashion influencer”. She told me about all the work she has been doing in Egypt to raise awareness of sustainable fashion. I was intrigued, so I checked her Instagram page and found an H&M promo code. When I asked her about it she responded that she only supports H&M’s „Conscious“ collection.
Basically, this collection uses a new material, that is extremely innovative and yes, less harmful to the environment, but still fails to address the real problem. Textile waste has been drastically increasing recently, hence the focus should be on decreasing our consumption and production of textiles rather than creating new materials that still contribute to the ever-growing amounts of waste. (Venetia La Manna). So, the environmental harm by the enormous amounts of clothing produced effectively outweighs the relatively small impact of producing a new, more sustainable material.
Besides, what this essentially does is steal the spotlight from brands who are reducing their carbon footprint, creating sustainable garments whilst trying to educate their customers on the effects of fast fashion.
I realized that if someone, as invested as her in sustainable fashion, cannot tell the difference between sustainable brands and brands that are “Greenwashing”, then there’s considerable room for education.
In short, if you are still not able to eliminate your purchases from fashion brands, simply try to reduce your purchases in general and try to look for genuinely sustainable alternatives.
Awaiting your feedback.