Paris Fashion Week, one of the most important weeks in the fashion world, has long been the event to find the very best of luxury, innovation and influence. But with increased discourse around how fashion is detrimental to the environment, even Paris Fashion Week has to acknowledge their impact. The runway in recent years has been all about sustainability slogans, recycled fabrics and carbon offset pledges. It seems to be a great message but it begs the question – is it all just a marketing facade?
Maybe not. Major fashion houses have taken steps towards being more sustainable. Brands like Stella McCartnery and Chloé are using organic and recycled textiles, are reducing waste while in production and have publicly stated they are attempting to lower their carbon footprint. Other brands now even public transparency reports and partner with sustainability certifiers. It’s progress that climate control conversations are even happening and it’s an even bigger step that brands are taking accountability. It still, however, is not enough.
The sustainability movement at Paris Fashion Week still feels like mainly optics. The show itself is a clear display of wealth and overconsumption. It’s not uncommon to see an environment themed outfit that still is extravagant in practice. Brands make comments about sustainability efforts but never back it up with real evidence.
The fashion world makes its profit off of a constantly evolving fashion cycle. They want to move trends quickly so they can sell more. Money is made from overconsumption. It seems all extremely performative.
It’s because green sells. When buying, people want to feel like they are damaging the world. They want to support brands that sell them an eco-conscious way of wearing. But in reality, it is just another way of getting more customers. Sell them a lifestyle and people will run to purchase. The manipulation of greenwashing is so incredibly problematic, and brands need to stop making claims without backing.
There’s no denying that some progress is being made, but being skeptical (especially as a consumer) is crucial for real results. Sustainably isn’t it about slogans. It’s not about a concept. Sustainability comes from systemic change. Industry leaders and designers alike must hold brands accountable and demand transparency. If Paris Fashion Week wants to truly be the leader in fashion, sustainability can’t just be another trend.
