Greenwashing has become fashion’s worst-kept secret, and new research from Torrens University Australia shows just how widespread and damaging it really is for consumers, brands, and the planet.
Most Shoppers Think Fashion Brands Mislead Them
According to data cited in the Torrens University Australia article, 63% of consumers believe fashion brands make misleading environmental claims at least some of the time, and 29% think this happens regularly. The piece calls greenwashing “fashion’s dirtiest open secret,” warning that sustainability has become a marketing tactic rather than a genuine commitment to change, especially in fast fashion.
The article also highlights work from the Changing Markets Foundation, which found that more than 60% of sustainability claims by major fashion brands are misleading or unsubstantiated, confirming that vague eco‑language and weak proof are now standard industry practice. Together, these findings show why so many consumers feel confused and sceptical, even when they actively want to shop more sustainably.
What Greenwashing Looks Like In Fashion
The Torrens University Australia piece defines greenwashing as exaggerating, fabricating, or misleading the public about environmental benefits, often using labels like “eco‑friendly” or “green” without data to back them up. Red flags include buzzwords without metrics, opaque supply chains, self‑created eco‑labels with no independent accreditation, and tiny “conscious” capsules that distract from a high‑impact core business.
The article notes that brands often highlight recycled packaging or carbon offsets while doing little to cut actual emissions or material volumes, creating a “style over substance” approach to sustainability. It points to recent scrutiny of fast fashion players such as H&M, Boohoo, and Zara, including criticism from the Norwegian Consumer Authority of H&M’s Conscious Collection and backlash over Boohoo appointing Kourtney Kardashian as a sustainability ambassador while still selling ultra‑cheap clothing.
The Cost To Trust And Real Progress
Greenwashing does not just mislead customers; it corrodes trust and slows down genuine progress, the article warns. When shoppers discover they have been misled, they become sceptical of sustainability messaging across the board, making it harder for truly responsible brands to stand out. That erosion of trust hits loyalty, brand equity, and long‑term customer relationships, especially among younger, values‑driven consumers.
The highest cost, according to Torrens University Australia, is that green PR often replaces the hard work required to build low‑impact, fair fashion systems. Instead of investing in cleaner materials, circular business models, and living wages, some brands funnel resources into marketing campaigns that give the illusion of change without transforming operations.
Transparency As The Antidote To Greenwashing
The article argues that true fashion sustainability requires systemic, operations‑led change, with transparency as the foundation. It references the United Nations Sustainable Fashion Communication Playbook, which calls on brands to be humble, educational, evidence‑based, clear, transparent, constructive, and credible in their messaging.
Practical steps include publishing detailed impact reports, joining third‑party certifications such as Fair Trade, GOTS, OEKO‑TEX, or B Corp, offering product traceability tools, and commissioning independent audits. Brands are encouraged to share limitations and areas for improvement rather than presenting a polished, “perfect” narrative that hides ongoing issues.
Brands Showing What Good Looks Like
To show that better is possible, the article highlights brands like Veja and Eileen Fisher as examples of more transparent, impact‑driven fashion. Veja focuses on radical transparency around organic cotton, fair‑trade rubber, and cost breakdowns, while minimising glossy marketing and celebrity endorsements.
Eileen Fisher has embedded circularity into its model through initiatives like Renew and Waste No More, with commitments to become fully circular by 2030 backed by data and reporting. Other brands mentioned, including Patagonia, Outland Denim, and Nudie Jeans, also invest in repair, resale, ethical employment, and detailed sustainability reporting as part of their core business, not just their campaigns.
