Fast fashion is pushing a carefully crafted but misleading image of “green” responsibility, according to new research highlighted by BlueSky Education. A new study from the University of Vaasa argues that major fast fashion brands use sustainability messaging and influencer marketing to soothe consumer guilt and justify constant buying and binning, while the underlying business model remains rooted in overproduction and waste. The findings add fresh weight to growing concerns that much of fashion’s “green” storytelling is closer to branding than real change.

How Fast Fashion Builds a “Green” Image

The research team, including Associate Professors Henna Syrjälä and Hanna Leipämaa-Leskinen with doctoral student Tiia Alkkiomäki, analysed 401 social media posts from Swedish fast fashion leaders H&M and Lindex across 2020. They examined captions, visuals, and campaign narratives to see how sustainability themes show up in everyday brand content. The posts often spotlighted “green” initiatives, collections, or causes, even though these typically cover a small share of total production.